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 »  Home  »  Business & Finance  »  The Buyer
The Buyer
By Gordon Newman | Published  06/6/2010 | Business & Finance | Rating:
Gordon Newman
Gordon J. H. Newman, CPT - Gordon is President of The Newman Learning Group Inc. an organization dedicated to providing value add learning and development solutions to improve the bottom line performance of organizations and individuals.  Gordon may be reached at or 905-790-2944 or

Gordon's recently published book There Has To Be A Better Way can be purchased on-line. 

View all articles by Gordon Newman
Brampton - During a recent visit to a grocery store I observed a shopper carefully assessing each package of blueberries and strawberries the store had on sale. Many were picked up and replaced on the shelf until two of each were selected and placed in the shopping cart. Not an uncommon experience I am sure.

However, what happened next was something rather interesting. Being a bit curious about the reason for the rejection of the berries, I watched the next shopper stop by the same display. This shopper, like the first, picked up and replaced a number of boxes of the berries. However, by careful observation it was noticed that one of the previously rejected boxes of berries was taken by the second shopper.

This made me think a bit about the entire philosophy of the shopper in an entirely different light. What was it about the packages that the first buyer rejected? Why was one of the packages acceptable to the second shopper? The answer I believe was rather simple, "perception".

The first shopper perceived the rejected packages to be of lower quality than those finally selected for purchase. On the other hand, the second shopper, while rejecting one of the previously rejected boxes, found another to be of acceptable quality.

So what does the shopping for fruit have to do with the success of your business?

Given careful thought, we are all in the selling business. Be it a product, service or information, we provide something that we want others to purchase. The problem often is that our clients reject our offer and we do not know why. Could it be as simple as their perception of our quality?

Perhaps the issue is more one of our trying to be everything to everyone. Clearly, unless you have a very large organization it is virtually impossible to provide the depth of service required to service every sector of your market. However, entrepreneurs are so focused on the products / services they have to offer we often forget about client perceptions. We use the exact same sales pitch to everyone we meet. We use the same brochures for every offering, merely changing the name of the product.

What would happen if we took time to ask our prospective clients what their expectations were? In other words what are their perceptions of a product / service of value to them? What are their measures of success?

Clearly; making a few adjustments in the way we promote our business; while costing a bit of time, money and energy up front can result in a positive response from the person we most need to convince, the buyer.

Think about it. What are you doing to influence your buyers?

Copyright 2010 Gordon J. H. Newman, CPT

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