Executive Summary Template Page 34
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58Manufactures'.
Production
Chamber of
consultants.
Manufactures'.
Magazines such as
Chamber of
the
Manufactures'.
Magazines such as
the Purchasing
Magazines such as
News, Production
the Purchasing
News.
News, Marine
Bulletin,
Production News.
Business Perception
HOW ARE YOU AND YOUR BUSINESS PERCEIVED BY YOUR CUSTOMERS?
What often surprises many business managers is that the consumer may perceive their business differently
to what they do. A classic example of this is one of our small business clients who was drawing lots of
enquiries from his advertising but converting very few of them to actual orders. A survey of those potential
customers who did not buy concluded that these people bought from a competitor because they perceived
the competitor's product to be superior to that of our clients.
In this case our client had a technically superior product to that of the competitor he was losing business to,
but his brochures did not clearly explain his product's benefits. The competitor also had an endorsement
from a semi-official body which gave their product more credibility. It is crucial that you review how your
business is perceived. Image can go a long way towards helping you win.
Our company is currently being perceived as.......
Customer Perception
HOW WOULD YOU LIKE YOUR CUSTOMERS TO PERCEIVE YOU AND YOUR BUSINESS?
Note the difference between this and the previous question. This actually asks how you would LIKE your
customers to perceive your business.
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