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In today’s hyper-competitive B2B landscape, being good or even great isn’t enough.
Everyone claims superior products, excellent service, competitive pricing, industry expertise, and reliable delivery.
Yet some companies consistently win while others struggle to differentiate.
Why? The difference lies in understanding exactly where customer perception creates more value at critical moments.
These perception points are more powerful than you think, more numerous than you realize, and more valuable than many understand.
And the organizations that master these perception points:
- Command premium pricing
- Secure long-term partnerships
- Drive referral business
- Maintain market leadership
Watch this clip from Ron’s keynote at AGCO to see how one global B2B company identified and leveraged their key perception points to stand out in a crowded market.
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Below is an Autogenerated Transcript
This is as B2B as you can get. It’s oil and chemical storage. It’s a Dutch company that began. So they were doing whale oil and spices, and now they’re doing oil and chemicals. And look what they did here. Every once in a while, someone comes to the terminal from ExxonMobil or from Petronas, whoever their customer is.
Do you ever have customers who want to go to the factory? Look how many perception points they found when they actually mapped out that factory visit from the customer’s point of view. And then for every point, they said, their equivalent of farmers first was- how to wow. How can we make each of these different points something exceptional from our customer’s point of view?
Oh, but then they did the whole thing again for when they go to the customer’s office. This was like you going for a farm visit. Then they did it again for getting new business. Then they did it again for order to cash. And then they did it again for what happens each time we get a customer complaint, compliment or suggestion. Not the process. That’s one part of it. They can map it out that way. But then perception, perception, perception, perception.
