Using Customer Perception to Increase Sales

Using Customer Perception to Increase Sales

Positive customer/consumer perceptions of your company often translate to increased sales. Customer perceptions affect your business in ways that are hard to measure. That’s why it’s important for entrepreneurs to understand how their target market perceives their company.

Small business owners should be aware of the effect that brands have on consumers. A corporate brand is an association of thoughts and feelings that consumers have when they think of your company and its products or services. Your brand is also related to the customer’s perception of your company.

What Affects Customer Perception

A number of factors influence your customer’s perception of your business. Some of these factors include advertising, social media, customer service, reviews and criticism, and public relations. Engaging in all of these factors are the four main stages that create a response in your audience.

First, your audience reacts to a sensation (if your product or service stimulates a customer’s feelings), which leads to grabbing their attention (does your message make them want to know more).

This leads to starting interpretation (whether your message creates meaning for consumers), then branding retention (if your product or service stays in your audience’s mind after exposure).

Customer perception theory takes a closer look at what motivates your audience to engage with your company and take action. Examining those motivations can help small business owners determine how to approach their policies on advertising, customer feedback, public relations, social media marketing, and customer service.

Use Customer Perception to Increase Sales

Your consumer base is influenced by your brand, and your brand drives customer perception. As a business owner, positively influencing your customers’ perceptions of your company often translates to more sales. There are a number of methods you can use to influence the perception of your brand.

Social media is a valuable and relatively inexpensive marketing tool that can deliver significant results when managed properly. It’s very important not to spread yourself too often with marketing on every social media platform you find. Instead, check which platform will serve your business the best.

Social Media Ads

There are a wide variety of social media platform options available today, with new networks popping up regularly, so you have to be smart when it comes to choosing the right platform for your business.

Some platforms are better suited for rapid customer service and public relations response, while others are better for short, strong visual campaigns that concisely describe your product or service. Develop strategies to create perceptions that meet consumer needs. You want them to talk about it everywhere they like to chat, share and engage with each other.

Customer service

Customer service is how you treat your customers. There are anecdotes about how a satisfied customer will tell two or three people about their experience with a company, but a dissatisfied customer will tell eight to 10 people. Every interaction has a compounding effect, so never take any customer interaction for granted.

However, it’s also important to remember that quality customer service also includes setting limits on what customers expect from you in a timely manner, as well as including their feedback before bigger problems arise.

Community Engagement

You can try to engage with your community as much as possible. A common theme among consumers and communities is that businesses are only concerned with the benefits of the communities they are in.

While profit is the primary concern of businesses, it is becoming more and more important for businesses to engage in the communities in which they operate by giving back.

Giving back to a community can take the form of community support events, donating to the needy, or organizing charity events. Society wants to see business owners do more than take their money.

Customers are unlikely to pay attention to all the ads that are bombarded every day. People have developed messaging techniques for products or services that did not interest them at the time.

Selective Perceptual Marketing

This technique for bypassing selectivity is called selective perception marketing. You must target your audience in a way that causes them to lower their ad filters for you. You have to present your product in such a way that it appeals to the audience you are trying to attract.

If your product is useful to multiple age groups, you might think about different techniques and messages for each.

Competitive advantage

One of the best ways to cultivate a positive customer perception is to highlight and promote what makes your business different from the competition. Your audience is constantly inundated with advertisements, making it difficult to break through the sensory walls that flood them every day.

It doesn’t always take a bigger budget or a viral marketing campaign to reach your ideal customers. Sometimes all you need is to know what you can offer that your potential customers want, but your competitors don’t.

Sometimes, companies that differentiate themselves in the way they structure their costs. If they create a lower-cost method of doing business, they have a comparative advantage over their competitors.

Differential advantage is what you do that makes your product or service better than your competitors.

To identify your competitive advantage, you need to do research on your competitors to get as much information as possible about their products, services, processes and costs.

Once you have identified these, you can work to identify or create your competitive advantage and use it to influence customer perception.

Collecting Customer Perception

Customer perception can be a difficult area to navigate. It is difficult to gather information that can be translated as perception. You have to rely on word of mouth, social media, or survey results to find out what customers are saying.

Customer surveys are still one of the main methods of understanding your customers. However, more and more methods are being introduced that will allow you to collect customer sentiment from the internet.

Artificial intelligence and machine learning platforms have been developed that use natural language processing to crawl through the terabytes of information available on the web. This is called sentiment analysis, or opinion mining, and is still a young industry.

You may be able to find some affordable options to help you gather the information you need to understand your customers in addition to traditional methods.