Harajuku Moment: “A moment in time when you have a revelation that change must happen now, and fast.”
Most sales training and sales trainers filter their content and opinions through the sales person’s perspective rather than the customer’s. As such their “silver bullet” exists in a vacuum and is largely divorced from compatibility with the market. The result of this hermetic liability is a linear x = y simplicity that ignores the fact that every customer has an individual Harajuku Moment–the point at which, from their perspective, the value proposition becomes a necessity rather than a mitigated convenience or the lesser-of-all evils. There is a perceived value relationship that is proven to motivate buying behavior. It starts with understanding proportional motivationn. Western economists call this motivation “Loss Aversion.”
Economists Amos Tversky and Daniel Khaneman earned the Nobel Prize in Economics for proving the “Loss Aversion” theory. In short, the scholars demonstrates that customers will consistently accept a value proposition that is 2-3 times greater than the perceived loss. For example, most people will not accept a proposal in which the win to loss ratio is equivalent (1:1). However, when the perceived (and in some cases real) gain is 2-3 time greater than their own stake then action (taking the bet, buying the product) is consistent (1:3). In simpler terms this is the sales equivalent of a customer (not a sales person) who says “I’m getting more than what I’m paying for!” providing that it’s well-illustrated.
The relationship between perceived value and sales performance is something that almost every sales team can improve. For every “it’s a price market” comment the more realistic question is “Is the sales person’s value proposition worth 2-3x more than the competition in the eyes of the only person that matters: the customer?” Unless the customer sees a favorably disproportionate relationship between a “winning” advantage and a “losing” or “flat” value proposition then the results will be left to “I can read people,” or “I’m a relationship guy,” or lead quality, lead quantity, weather, or any such excuse or variable.