Perception IS Reality

We've all heard the phrase "perception is reality" but it really is true isn't it?  As marketers of our own businesses and products, we practice perception/reality everyday.  I think it's become so second nature that I don't consciously think about it anymore.  Until yesterday.

I had an appointment with a new doctor.  He walked into the room, he was in his 50's, nicely dressed, obviously well educated and well spoken, and he was very personable.  He asked about my profession and we started talking about the automotive retailing industry.  He stated he bought his last vehicle online through a local dealership after researching it on the manufacturer website.  He also told me his son bought his car for college online through eBay.  So I asked him why they choose to buy online?  Was it time constraints (he is a busy doctor), was it a better deal (college kids are poor), or just more convenient.  That's when the "perception" factor swooped down and smacked me in the head!

This educated professional simply stated;

Who wants to go into a car dealership anymore?  You spend hours and hours there waiting and getting more frustrated.  You can't trust anything they say, and we've all seen those special reports on the news (about how they try and scam you).

OK, I had to try and compose myself (which isn't easy in one of those gowns) but I calmly replied; "So, were you happy with your online experience?  Do you feel you were treated fairly?  Do you think you and your son got a better deal buying online?  Was your time well spent?  Would you do it again?  Would you recommend it to friends?"

Of course I let him answer in between firing questions and that was my proof that perception truly is reality:

• It was a great experience.  I dealt with one guy (mostly by email) a few phone calls and we were able to wrap the deal up quickly and agree on a pick-up time.
• Yes, I think we got a better deal because the price was right there on the screen - they couldn't change it, in fact, I negotiated an even better price than advertised.
• (Time) My son loves his car and it was delivered right to the house, can't beat that.  And for me; it took me about 15-20 mins to sign paperwork and get my plates switched.  I go back for a car clinic monthly when I can.
• I would do it again, in fact I will only buy cars online from now on.  I've already recommended it to several people.

Now I'm sure they would have had this same experience by just visiting the dealership but he had a preset perception based on bad media and years of stereotyping.  Now he has a perception of buying online based on his own  good experience or reality. 

What's the point?  Make sure your customers perception of YOUR dealership is the reality of what you offer.  A great experience on the lot, or online.