Perception is the process through which sensations are interpreted, using our knowledge and experience. These sensations are received through sight, hearing, touch, taste, and smell. Buyer behavior is often influenced by perception.43 When Volkswagen announced that it would build an ultraluxury car selling for $70,000, many people questioned the merits of this decision. Could the maker of the Beetle and Thing compete in the market segment dominated by Lexus, Mercedes-Benz, Jaguar, and BMW? Sales globally of the Volkswagen Phaeton ended in 2016 even though most automobile journalists viewed it as a true luxury car.44 Is perception the barrier to sales growth?

We tend to screen out or modify stimuli, a process known as “selective attention,” for two reasons. First, we cannot possibly be conscious of all inputs at one time. Just the commercial messages we see and hear each day are enough to cause sensory overload. Second, we are conditioned by our social and cultural backgrounds, and our physical and psychological needs, to use selectivity.

Buyers may screen out or modify information presented by a salesperson if it conflicts with their previously learned attitudes or beliefs. The business buyer who feels the new office furniture designs that combine individual workspace will only encourage impromptu employee chitchat is apt to use selective attention when the salesperson begins discussing product features. Salespeople who can anticipate this problem of selective attention should acquire as much background information as possible before meeting with the prospect. During the first meeting with the customer, the salesperson should make every effort to build a strong relationship so that the person opens up and freely discusses personal perceptions. Salespeople who do this have accepted one of the great truisms in sales and marketing: “Facts are negotiable. Perception is rock solid.”