Entrepreneur Voices on the Science of Success by The Staff of Entrepreneur Media Inc

Author:The Staff of Entrepreneur Media, Inc.
Language: eng
Format: epub
ISBN: 9781613083932
Publisher: Entrepreneur Press
Published: 2018-08-08T16:00:00+00:00

PART II

IMPRESSIONS THAT CLOSE DEALS—REFLECTIONS

Despite the old adage “You can’t judge a book by its cover,” science is proving that the cover is pretty darn important, and it has more influence on people’s perception than we’d like to think. That’s why, in business, it’s essential to get a handle on what practices, techniques, and behaviors leave a good impression and which ones fall woefully flat. Covers do matter, so make sure yours is the one most likely to fly off the shelves.

Researchers have studied everything from the way we dress to the way we carry ourselves, the way we sell, and the way we close. As a result, they’ve been able to pinpoint the best practices to follow, so you no longer have to guess. Still dressing like a slacker at job interviews? Don’t say scientists didn’t warn you about it. Wondering why you can’t close a deal? Research says you need to close your mouth and listen!

Science is also showing us the power of impressions in the virtual world. In fact, the way you present yourself and your company online can be just as important as the real you. For example, we now have more data than ever on which online marketing strategies grow customers, engagement, satisfaction, and sales. We’re also better at understanding the psychology behind why certain techniques, such as having authority figures validate your company, really work.

You might not be able to judge a book by its cover, but you can still determine whether it’s a real book or just a couple of pieces of scrap paper held together with a rusty paper clip. In our fast-moving, information-overloaded world, customers don’t have the bandwidth or the patience to look at what’s between the covers. Successful entrepreneurs will have them at hello.

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