How we feel determines how we buy.
Have you ever been so impressed with the experience you had with one person at a store, restaurant or service business that you started to shop for that service or product exclusively with that company?
Have you ever tweeted everyone you know about your experience with someone in a store, restaurant or service business – whether it was wonderful or awful?
Your experience becomes that company brand for you; multiply the effect over a number of people and that company’s brand solidifies. If the company is not conscious of their impact, this might not be the brand they intend.
(If you want a quick example of the power of experience on brand, look up the restaurant reviews in your city. If you’ve eaten there, and you love the place, those negative reviews are irrelevant. If you’re looking for a new restaurant, you’ll read all the reviews and see whether there are more positive reviews or more negative ones. And if you had horrible food or horrible service…nothing anyone can say will change your mind!)
If you were to look up the definition of the word brand, you’d find something like this:
- A brand is a unique assortment of qualities or characteristics that sets one product or service apart from another.
- It’s the experience that consumers have with a product or service that inspires their trust.
The experience that people have with you becomes your personal brand. When you’re conscious of your customer’s experience, you can build a powerful brand that gives you an edge in your market.
I discovered this by accident in the 90’s, when I was a distributor for an international cosmetics company. Although the company had built a solidly positive reputation over decades, there were distributors in my community who were too aggressive with their sales approach. As a result, in the circles in which I traveled as a keynote speaker and trainer, the company had a very negative brand.
We humans are very particular creatures. We make decisions about our interactions with people and then take for granted that our decisions are the complete truth. This may not be accurate, but it certainly saves us time. When it comes to doing business, we back up our decisions with our checkbooks and our credit cards.
As logical as we may want to be, our decisions are based on our personal experience.
That’s what makes them emotional.
And that’s what makes them personal.
You are the face of your business.
Back to my skin care industry experience: both my personal encounters with the product and with my beauty consultant were very positive. I had experienced this brand in a way that made me want to share what I’d found. My skin glowed–and I glowed with enthusiasm for these products and this company.
In the words of our CEO, I became the face of the company. It was more than skin deep! I soon realized that my customers weren’t just buying my product–they were buying me. They were buying the positive experience of working with me to get the results they wanted with their skin care and makeup.
Although I hadn’t defined it at the time, I was using Powerful Presence strategies. As a result, I was regularly the person at our weekly sales meetings with the highest sales.
How about you? Would you agree that every sales person represents their company when they interact with others in a business setting? When you’re the customer, do you make your buying decisions about organizations, businesses, and products based on your interaction with the people who represent them?
Most people tell me that people buy from people. In a world of unlimited choices, my clients have admitted that their buying decisions often come down to a personal interaction.
What do you think?
Tomorrow we’ll take this one step further.