The Power of a Personal Image
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Source: CPA Wealth Provider Buying decisions are influenced by the following factors in the order listed: 1. The personal qualities of the seller. 2. The seller’s organization. 3. The value of the service or product offered. 4. The price of the service or product. In spite of this, most sales processes reverse the order. Since personal qualities are the most important factor in buying decisions, your personal image or brand is worth developing. Your personal image or brand is made up of those personal qualities evoked in the people you encounter. Most important is how people perceive you, not how you think of yourself. Determine the feelings you want to evoke in people by finding out what verbal expressions will create those feelings. When purchasing a service, a buyer has no tangible product to confirm the wisdom of the decision, so he or she turns instead to the perceived personal qualities (image or brand) of the seller. In our competitive environment, it is difficult to distinguish yourself by superior abilities. Your perceived personal image or brand will offer a better means of distinction. Rather than try to sort it all out, buyers can simplify their decisions by basing them on the personal image or brand they perceive in the sellers. The economic world is complex and the information available to buyers can be overwhelming. The decision-making process can be simplified by relying on personal images or brands. People are also complex and to simplify their reactions to people, they generally categorize others based on first impressions, which often turn out to be lasting impressions. Developing a powerful personal image will help you assure positive first impressions. For more information go to http://www.motivatenow.com/Products/ From CPA Wealth Provider, July 2005, p. 16, Source Media, Inc., |