Your Perceptions of Clients Are Probably No Where Near Reality

By Michael W. McLaughlin, Contributing Editor

In the sales process or during a project, we often base our decisions and actions on our perceptions about the behavior of others. Because the meaning behind that behavior can be so hard to decipher, you might underestimate or discount the importance of figuring out what clients are thinking and why.

Of course, you always have to offer clients a fact-based case for action. But in doing so, the ability to accurately read the people around you will help you influence change, communicate more effectively, and save you a whole lot of time and trouble.