The Human Factor

The simplicity of the discovery is testimony to its power; for when used correctly it works for everyone, every time, with no exceptions.

Here it is.

What makes something valuable?

What is it that makes the worth, importance, or usefulness of something to somebody – more valuable than anything else?

It is well known that value is a personal consideration, like beauty, and that it lies in the eye of the beholder.

But there are other factors to consider.

The first factor is perception.

Perception is the process of becoming aware of the world around you through your senses.

But, human nature being what it is, not everyone is prepared to see what is in front of him or her, as Ralph Waldo Emerson correctly said with this quote,

“People only see what they are prepared to see.”

So, a large part of your job is to increase awareness; of you, your company, your products or services. Awareness, through the senses, plays a critical role in perception and behavior.  Perception is awareness, but the same object or event can be perceived very differently depending upon your viewpoint or point of view. This is why perception in itself, does not make something real.

The second is reality.

In the physical universe, reality is what is real. It exists physically, it can be weighed, measured, and otherwise verified as existing as a fact, not imagination.

If you and I both agree that something is valuable or important, or useful, then it is; at least to us. At that moment, that agreement makes something more real between the two of us. If others also agree then the agreement becomes stronger and more expansive.

The fact of whether something is valuable or not is unimportant. That we agree that something is valuable is what makes it real to us. Agreement is what makes it real.

And, as every salesperson knows, or should know, agreement is the keynote of all selling.

These two factors of perception (awareness) and reality (agreement) explain a large part of why anything is considered valuable.

But there is yet one more.

The third is the human factor.

We all make decisions based on the human factor of self-preservation. This is based upon a natural law of survival, shared by all human beings. But while we all have this ingredient in common, that’s where the similarity ends.

The choices we make in pursuing our individual route toward survival are dramatically different for each person.

This is where the human factor enters the picture.

The human factor is in fact, the catalyst that activates the other two elements of perception and reality. The human factor creates want – which is the strongest force there is in impelling action.

Once we become aware that some product or service will enhance our lives and benefit the lives of others, this becomes a motivating force of desire and want.

We make these choices of relative worth, based upon perception (awareness) and reality (agreement). The human factor is the glue that creates want.

Perception and reality plus the human factor, create want; it’s the combination of all three elements is what creates the magic.

What makes it unique is that a change in any one point invariably affects the other two – to your advantage or not. When any one of the three factors of perception, reality or want is missing, the sale will not reach a close.

When all three are in evidence, the customer will demand what you’re offering. And they will insist that you provide it to them. Now, all you have to do is give them what they want. This is not based on my opinion. These three factors are obvious to any that care to look.

All you have to do is understand the terms (perception, reality, want) and see how they fit into your immediate situation. Practice applying it until it becomes as natural as rain and it will reap greater rewards than ever imagined.

It is a powerful triangle, because this really is how people think, feel and act.

Learn it, practice and use it.

Your customers will love you for it, and give you their business.


2 Responses to “The Human Factor”

  1. Dan,

    You have nailed in a very concise manner a new and interesting triangle. I redefined those key words and it does simplify many things in a sales cycle.

    Well done on these pertinent observations. And your communication of it flowed nicely.



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