THE MOMENT OF TRUTH
Experience is not what happens to you. It is what you do with what happens to you. – Aldous Huxley
The Moment of Truth is that crucial moment when your customer decides to select you or to stay with you. This concept is easier to demonstrate when looking at a physical product. In reality, there are two moments of truth:
There is a First Moment of Truth which occurs in a very short but crucial window of three to seven seconds after a shopper first encounters the product. To get a positive result in those first few seconds the marketers must appeal to the prospects’ senses, values, and emotions.
The Second moment of truth is defined by the experience that the shopper has with the product after leaving the store.
We can add more “Moments of Truth” but these two set the stage for everything that follows.
Let’s apply these two moments to any situation. Your first contact with a prospect is your first moment of truth. A prospect will decide in a few seconds whether they will pay attention to the rest of your presentation or be thinking of the best way to say no. Unless you win that First Moment of Truth, you will not be able to present your story and value proposition.
To win you must appeal to their senses and emotions by the way you dress, your initial greeting, the way you act, walk, shake hands, etc.
The Second Moment of Truth refers to the experience that your customer has with your product/service. In order to get a customer to repeat or to send referrals the experience you provide in combination with your product/service has to be a WOW and very positive.
These two moments are the least practiced and given the least amount of consideration, yet they are the foundation for everything else that follows.
Tips & Advice by Nick Petra, CFP – Founder of Strategic Duck and BizQuack
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