silicon valley nace 2013 - the power of perception by jason spencer
TRANSCRIPT
The Power of Perception by Jason Spencer 1
THE POWER OF PERCEPTION
The Power of Perception by Jason Spencer 2
The Power of Perception by Jason Spencer 3
The Power of Perceptionin a nutshell
Why Price Doesn’t Matter & When It Does Matter
5 Ways To Create More Value
3 Hypnotic Words That Influence The Subconscious Mind
Emotional Wants and Why They Matter
The Single Most Powerful Word For Your Business
Killing The Curve
Under Promise, Over Deliver
The Power of Perception by Jason Spencer
“
Author, The Thank You Economy4
Only 2-3 people in this room are going to
listen to me, then go out and execute,
because what I talk about, which is mostly
one-to-one marketing, is ridiculously hard.
Gary Vaynerchuk
The Power of Perception by Jason Spencer 5
Why Price Doesn’t MatterThey All Do The Same Thing, Right?
Three-Day Rental in Vegas
Economy Car, Kia Rio
vs
$120.12$64.88
The Power of Perception by Jason Spencer 6
When Price Does MatterPay More To Get More
Best Deal = Shopping
Best Quality = What’s Important
vs
$120.12$64.88
The Power of Perception by Jason Spencer 7
5 Ways to Create More Value
Measure
Lead
Teach
Inspire
Active Listening
The Power of Perception by Jason Spencer 8
Jason is professional, courteous, thoughtful and friendly - everything a wedding DJ
should be.
From a Real Non-Client - Active ListeningHere’s A Real Review
The Power of Perception by Jason Spencer 9
He also did not make any assumptions about the big day, like he never said “Well you’ll
have your cake cutting music blah blah blah.”We’re having pies and cupcakes - not cake.
From a Real Non-Client - Active ListeningHere’s A Real Review
The Power of Perception by Jason Spencer 10
I appreciate that he listened to me first and made suggestions later.
From a Real Non-Client - Active ListeningHere’s A Real Review
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3 Hypnotic Words
IMAGINEYOU
BECAUSE
The Power of Perception by Jason Spencer 12
Combine to Visualize The Benefits
Imagine What This Means To You...
That Is Important For You To Know Because...
You Will Love This, Because It Will Help You...
Three Key Phrases:
The Power of Perception by Jason Spencer 13
Establishing Trust & Authority
Understand that customers often know nothing about you or your service.
The Power of Perception by Jason Spencer 14
Establishing Trust & Authority
“You can trust us to do the job well
for you.”
Increased Trustby 33%
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Establishing Trust & Authority
TRUST TRIGGER WORDS
TRUST
CARING
COMPETENCY
QUALITY WORK
The Power of Perception by Jason Spencer 16
People Buy on Emotions
Just 5% of Decisions Are Based on Logic
Source: Gerald Zaltman, Harvard
Market to the whole customer
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Apple’s Holiday 2012 CommercialI’ll Be Home For Christmas
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Address Emotional Wants
People Don’t Buy What Products Are (TOOL)
People Buy What That Product Will Do (SERVICE)
What YOU do = TALENT
What’s Your “Why” ?
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“Why” Matters to Your ClientsSell the why. That’s what they are buying.
Rosaura Sandoval Photography
The Power of Perception by Jason Spencer
NO!20
The Single Most Powerful Word In Your Business Is...
Unsuccessful entrepreneurs say YES ten times more than they say NO.
Successful entrepreneurs say NO ten times more than they say YES.
The Power of Perception by Jason Spencer
“
Author, The Pumpkin Plan21
The customer is NOT always right, however...
The RIGHT customer IS always right!
Mike Michalowicz
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Killing The Curve
This Does NOT Represent Customer Demand
Source: The Pumpkin Plan
What It Really Represents
It represents the demand based on the supply. It’s not what people want; it’s what their best option is among the things that are available.
The Power of Perception by Jason Spencer 23
INNOVATIONKills The Curve
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UPODUnder-Promise, Over-Deliver
The Power of Perception by Jason Spencer
“
Psychologist26
“Surprising someone with a small gift is one
of the best ways to create a lasting bond and
a reciprocal relationship.”
Norbert Schwarz
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Do Not Go Gentle Into That Good NightDylan Thomas
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How To Reach
JASON SPENCERAnd See Some Notes...
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