Before starting a business, an entrepreneur must form an opinion about all major aspects of his or her venture. Setting such a perception is critical regardless of whether you are pursuing a commercial venture for economic profit, a not-for-profit business, or social entrepreneurship. Setting a genuine perception for your future venture will also work wonders for categories such as consultants, educators, homemakers, and others who are considering starting their own businesses now or soon.
It is only natural to wonder what role perception plays in business growth. If applied and used correctly, it can play a significant role in assisting the business to grow and survive in the market. It gives the company a new perspective that will help it thrive in the future and develop leading business opportunities. It is critical to always keep in mind what perception you are projecting.
In business, perception is extremely important. It is important for you to know whether your customers perceive you as cheap and nasty or exclusive and expensive. Are you perceived as an expert and experienced professional, or as a novice with no idea what you’re doing? Perception has far more implications than we can imagine. It has a significant impact on how we define and do things in our social, personal, and, of course, business lives. It is a crucial aspect of business, especially when it comes to marketing.
The company must ensure that its advertisements are relevant enough to persuade the customer (without resorting to any kind of manipulation or trickery). We want to highlight our best qualities in order to present ourselves in the best light possible.
One of the key factors that influence consumer perception is exposure to the products. Naturally, if a customer has more knowledge about a product and is satisfied with the information provided, they are more likely to buy it rather than something they haven’t heard about or seen yet. This is where publicising a company’s offerings comes into play. Educating our customers is an important aspect of marketing, perception and effective selling.
Furthermore, when manufacturers of goods and services include appropriate guarantees and warranties with their offerings, it reduces customers’ perceptions of risk, especially if the item is expensive or large.
Finally, once a customer has purchased a product, it is the responsibility of the business to ensure that the customer is not lost. The company must maintain a positive reputation and foster brand loyalty. One way to accomplish this is to provide better customer service, which helps to maintain the perception that the company cares about its customers’ needs. In this way, the customer develops loyalty to the company, generating a consistent revenue stream and making it more difficult for competitors. The customer must believe that they are valued and cared for.
Here are some real-world examples of how perception plays a role:
If your company uses Hotmail or a free email account, it indicates that it is not professional, established, or serious about business.
If you have homemade or low-cost business cards or flyers, it indicates that your company is low-cost, that it is your new hobby, and that the business has not been properly set up.
If your company is not GST registered, it is safe to assume that it is small (or that its annual revenue is not huge).
If you are late for appointments or do not show up without prior notification, it demonstrates that you are disorganised.
If you are consistently late, it demonstrates that you do not value time.
If, on the other hand, you are immediately available, it indicates that there are few clients and that the workplace is quiet because there isn’t much business. The perception may cause them to doubt your ability and capabilities.
If there is no website, it appears unprofessional or uninterested in business.
If your documents or website are riddled with errors, it gives the impression that you don’t care enough about your company. “Will you care about me as a client?” it implies.
If there is a wait for an appointment with you, it indicates that you are busy and must be working hard.
If everything that you do insists on paper, i.e., if your workflow is overly paper-based, you are sending the message that your workplace has not embraced technology and is is behind the times.
I hope this article was useful to you. How much do you think perception actually matters in the workplace? Is it 50% or is it 90%? Let me know in the comments below.
Let me end this with a quote by Tom Peters, an American Business Author:
“Customers perceive service in their own unique, idiosyncratic, emotional, irrational, end-of-the-day, and totally human terms. Perception is all there is!”
References:
Stone, D. (2017, May 15). The Importance of Perception in Business. Donna Stone. https://www.donna-stone.com.au/perception-importance-business/