Memecast #68: Perception is Reality

<p>I like to run the following thought experiment. Imagine that I'm auctioning off a coffee mug. Auction it off in a classroom, or a keynote room, and maybe I can get people to bid say $15 for my coffee mug. And then when I hand the coffee mug over, I intentionally pull out a $50 bill and show them, hey, this $50 bill was in the coffee mug. Well, why didn't I get paid for that?</p> <p>Because the buyers didn't know that it was there. Their perception was, it was a coffee mug.</p> <p>Now imagine I reach back and I grab a second coffee mug and I auction that one off. Now I might get $40. But what if there is an no $50 bill in this coffee mug?</p> <p>The real point, is that what our buyers believe has everything to do with their willingness to pay. It actually has nothing to do with what's true.</p> <p>Hopefully as marketers, as business people, we try to help clients believe the truth. But if we've built products that are better than our competitors, if we have $50 bills tucked into our coffee mugs and our buyers don't know it, we can't win the deals. We don't get paid for it.</p> <p>We hope you enjoyed this memecast. This impactful insight came from the book, <em>Selling Value</em>, which I wrote to help salespeople win more deals at higher prices. If you have any questions or feedback, please email me <a href= "mailto:mark@impactpricing.com">mark@impactpricing.com</a>.</p> <p>Now go make an impact.</p> <p> </p> <p><strong>Connect with Mark Stiving:</strong></p> <ul> <li>Email: mark@impactpricing.com</li> <li>LinkedIn: <a href= "https://www.linkedin.com/in/stiving/">https://www.linkedin.com/in/stiving/</a></li> </ul> <p> </p>