Expertise

Perception factors that shape outcomes Perception factors that shape outcomes

It's not about how strong a player your company is; it's about how strong a player it is perceived to be.It's not about how strong a player your company is; it's about how strong a player it is perceived to be.

Every day, companies with leading-edge products and services and world-class talent are outflanked by competitors of inferior substance but superior perception leverage. This seemingly implausible reality is in fact supported by a basic business premise. Prospects are far more receptive to the value theory of a sales message when previously sold on the strength of reputation, depth of expertise, and breadth of experience of the source. Establishing this credibility during the early stages of the sales process becomes, in practice, of greater consequence to its success than the substance of the presentation itself.

Effective sales teams recognize the patent validity of this premise, and with calculated purpose, proactively leverage the considerable influence of strategic sales communication early in the prospect relationship. They understand that no matter how productive their lead generation efforts may be, if the sales tools with which they compete lack the ability to establish credibility, inspire prospect confidence, articulate an effective sales message, and compel actionable interest at this critical juncture, optimal lead conversion will simply never be reached.

The most influential early-stage tool in any B to B sales effort (whether proactive or reactive) is, without a doubt, the corporate website. Despite the critical role that this invaluable tactical asset plays in the sales process, far too many companies rely on sites that were developed from a "design" bearing rather than a strategic one; sites that largely disregard key perception factors, niche-specific buyer triggers, and essential competitive positioning principles. Cognizant of the pitfalls inherent in this flawed approach, Markinson Satch has perfected over the years a methodology that not only redefines basic development premises, but one that fundamentally shifts the practices paradigm to prioritize strategic purpose over simple aesthetics.