Perception Marketing: How Dare and his mum blew up a multi-million dollar opportunity by not having a car

There’s a class of people you can’t meet in mediocre. Look beggarly and watch them treat you like a stinking beggar.

Dare blew a life-changing opportunity because his perception dropped.

Let me tell you a short story about my friend, Dare.

It was a couple of years back.

Dare got a very good idea for one of the big players in global beverage industry, the idea was very viable.

He discussed it with his parents and they set out to the company's office in Lagos.

They were warmly accepted and they discussed most key points that the white man in charge almost gave them his word that the idea is lovely and the company would be needing their attention soon for implementation, this idea was running into good millions.

After the meeting, the man decided to walk them down and they discussed through to the park drive.

When they got there, the man ordered the gate keeper to open the gate for their new friend/brain behind the idea...the gate keeper said:

Oga dem no use car come, na waka dem waka come.

You need to see the expression on this man’s face.

Dare said it was so obvious the man asked them how they came and the mom explained that they stopped at the junction and trekked in.

Afterwards, the gate keeper never opened that gate for them as many times as they visited and It was glaringly obvious that their perception dropped and they never granted them audience again.

End of the story.

What is the moral of the story?

The first thing you should learn in this story is that PERCEPTION can increase or reduce sales and with AFFLUENCE comes TRUST.

Like I said earlier, there’s a class of people you can’t meet in mediocre.

In a country where we see ownership of private vehicles as a measure of prosperity and social prestige, I would never take the risk.

Imagine they went by one of our friends car? Or they used Uber? At most, he would spend N20,000, which he could afford at that time.

He lose a good opportunity because his perception dropped very fast.

Money will always FLOW to SIGNIFICANCE.

Nobody wants to cash-flow a poor man or an hungry looking person.

And this is a proven psychological pattern even banker are paid wardrobe allowance and given cars to boost people’s perception of them.

Some bankers are given cars and comfortable accommodations and it will be subsequently withdrawn from their salary just so they will look rich.

Why all these?

Because people can’t trust you, to cash flow you, when you look poorer than they are.

So, what is perception marketing?

Perception has to do with induced belief, a belief someone has of something because of what he or she has seen, heard or thought about them.

The Perception Marketing entails customer/someone processed information of both the you and your goods and services which largely affects their buying psychology.

Just like an offline news story, an ad campaign, physical appearance, or a public conversation can sway perception, these things influence in the online world as well.

It creates the emotional connection with people.

People do not buy products and services, they are sold out when you’re sold out.

The perceptions consumers have of a brand, its values and its products and services can have a dramatic impact on consumer purchase behavior.

If a business can foster positive perceptions focused on these aspects, it’s likely to build a sustainable, loyal and growing customer base.

It has been proven that people buy emotions and justify them with logic.

Are you convinced in what you're selling? Can you buy what you want to sell at the price you're selling?

If you were the customer do you see it as a good deal?

You don’t buy books from those authors that would usually pursue people to buy their books.

Why? Because you could reliably tell that most of them don’t look what they preach.

And sometimes, that author that sells book at the park may have good content, but since he doesn’t look like it, your chances of buying is 1 in a 100 unless he plays on your emotional string.

Like, when someone that sells a book on “how to become a million in a month” doesn’t look at rich. This is poor perception marketing.

The books sellers at the car park, people don’t usually buy from them because they chase people. People are not naturally attracted to them.

So, one of the keys to sales is that you should not pursue customers, ATTRACT THEM.

This is one of the ancient sales cliches.

When you pursue customers, you send out a signal that hampers their perception of you and you sound desperate and that’s a turn off for sales.

Same way you need to stop spamming people with offers. And stop trying to jam people into a meeting they don’t want and didn’t ask for.

Just imagine meeting someone and the person wants to sell a product to you and they start with buy na please buy it’s urgent.

Lol, there’s trouble.

But if the same person charms you with a smile and says:

Do you know the name of the phone you want to buy? This is an iPhone 8, that’s the next to all the iPhone X series and there’s really no difference between an iPhone 11 and an iPhone X too.

Also do you know that when I bought it the price difference between this and this is almost the same and I just want to sell it because I want to buy a bigger one.

Brother, it is an iPhone we are talking about oh. Or someone is very sick and I want to raise funds.

All what the seller has just done was to boost your perception of them and the phone.

First, your mind has adjusted that it's not a stolen phone.

You're not in problem of maybe being held as a thief.

When you finally buy the phone, you may even tell people that the person you bought from bought iPhone 11.

That’s the thought in your mind.

The person I bought the car from wants to travel outside.

These are all perception building.

Or he hasn’t even used it for long.

He just sold it because he was in need.

So, how do you build perception as an individual or a seller?

• With Words.

Never use the word cheap for your products and services whether you like it or not, it sends a signal to the paleomammalian limbic system which is the emotional part of the brain associated with buying and decision making.

Instead use the word “within budget”, use “affordable”.

Also, make more use of the word “customized” “custom made” and there are lot of them.

Never say during a closing session “let me tell you the truth” “sincerely” and other related words because they send the signal of insincerity.

Just imagine me saying “okay, right now let me tell you the sincere truth”.

Wait, what have I been telling you all these while. Lies?

• Create a Price Catalog.

I have observed that people do not negotiate on written prices.

But do you know that prices on items both in shoprites and malls are meant to be negotiated on?

You do not know.

In business law, that price is called “invitation to offer” but you know Nigerians.

We can copy but can’t paste. Sorry!

To take advantage of that.

• Use good pictures.

Please don’t write poverty on your face, God didn’t do that, you should not.

Remember my friend story?

Both for yourself, your products and services.

This can sway perception of a product.

Have you noticed that breweries don't use their consumers to advertise their products?

In fact, some or most eateries advertise dishes they can't make.

• Lastly, build your self-esteem.

Network.

Go to places and connect. Get that exposure.

Go to a very good place you haven’t been before but it should be within your budget.

It will change something on the inside of you. Just think about how you’d talk when you lodge in the 5-star hotel in Dubai.

And….

Everything I just said can be pushed to the negative. Don’t live your life to impress people.

The point is, sell yourself beautifully. Dare did not own a car but could afford to pay for a bolt ride. And he blew it.

Now, go work on your perception marketing.