Overcome Industry-centric Stereotypes With The Help Of The Customer

Prospects and customers have preconceived notions about the people and techniques employed in many well known industries. By understanding these stereotypes a business can exploit perceptions to differentiate their methods and change the expectations of their constituents.

Consider the residential builders that seem aloof about returning phone calls or keeping appointments. Or, the lawyers that are characterized by aggressive behaviors or the car salesman strapped with a reputation for underhanded dealings. And, don’t forget the consultants that have unearned stature just because they come from somewhere else! Every industry has a reputation. Challenging well-worn negative impressions head-on is the best way to refresh expectations and promote positive engagement of customers and prospects.

Industry stereotypes exist for a reason

Prospects entering the market likely have an opinion of the industry that stems from their past experiences or the experiences of others engaging with other sellers. How does your business and reflective branding disrupt the traditional stereotypes assigned to the industry?

Perhaps the stereotypes assigned to your industry are a reflection of real customer experiences. Examine each step in the purchase experience, and flush out tell-tale signs that reinforce these stereotypes.

Think like a prospect

Put yourself in the mind of the prospect just beginning to consider the need for an offering similar to your own. They may speak with others who have done business with you or your competitors, or likely conduct an Internet search to learn from the experiences of other Internet users. Companies that not only speak to the brand but furthermore address the flaws and concerns of past and future shoppers are more likely to win a prospect’s consideration.

The company’s message of being a superior alternative to more traditional providers, must be echoed by their people. Remember your prospects have an Internet full of choices. Your messaging alone will not win them. Engineer the purchase experience from before they meet you to well after the final check clears.

Develop a system for converting satisfied customers into brand supporters. What measures are you taking to make it easy for customers of the past to convince prospects engaging with your business now?