Today’s cookies were Caramel deLites. Caramel, coconut and chocolate; the three delicious Cs that make up the best Girl Scout cookie. A Caramel deLites is a round cookie with a hole in the middle and when my daughter saw hers she said, “Doughnut.”
I do not even know where she learned what a doughnut is, but there she was calling that cookie a doughnut. I corrected her and told her it was a cookie. She was very quick to correct me and let me know it was a doughnut. After a few back and forth cookie/doughnut battles, I let her have the last word with, “Doughnut.”
Perception is the key. To her three-year-old mind that cookie was a doughnut and why should I spend the time to convince her otherwise? As she gains experience she will come to understand not everything that is round with a hole in the middle is a doughnut. Today it is.
It is the same with your potential customers. What is their perception of what you do? Is there a common misperception that is better left uncorrected when first meeting a potential client?
Is there a negative stereotype of your industry that you need to work to dispel or embrace? If you own an auto repair shop many people will assume you are going to rip them off. I personally do not understand how every time a light flashes on the dashboard it costs $1,000 for the repair. A little education into the high overhead and need for continual training might make me a little less annoyed when I hand over my credit card.
The next time you are at a networking event or expo, take a poll. Ask people who are not your current customers: What do they think you do? What are their general thoughts about your industry? What could you offer that they would find valuable?
Their answers will probably surprise you and you will get some great feedback to use in your marketing.
Have a great day,
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