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In today’s world of “Hyper-change” it takes Speed, Adaptability, Innovation, and a hair-trigger
responsiveness to the rapidly changing marketplace.
People need to be aligned, moving in the same direction. Energy needs to be focused on moving forward, instead of protecting the past or defending the status quo.
Top to bottom, wall to wall, people need to stop resisting and start driving change.
The Real Consumer
Today’s objectives,Where are we? Thought starters.Overcoming the Fear of ChangeWhat Women Want!Share and Have Fun!
Thought Starters
If we went into stores only when we needed to buy something and if once there we bought only what we needed, the economy would collapse. BOOM
–Paco Underhill, Why we Buy
Conversion rate is a critically important measure of performance. Marketing, Advertising, Promotion and Location can bring shoppers in, but ,
then it’s the job of the merchandise, the employees and the store itself to turn them into buyers.
Thought Starters
How does Your Company Look
Start 1/2 a block awayStand 100 feet awayGet up close, look in all windows
Now, Go inside……Yikes!
If a store sets itself up to educate shoppers, even just a little, a certain number of customers will spend more than what is absolutely necessary.
Thought Starters
If given the choice between three products and given the right information, the consumer will at least have a sensible reason for choosing the better item.
Educate them!!
Thought Starters
Are the Interests of the Seller and Buyer at Odds
with Each Other?
They shouldn’t be, but they often are!
Thought Starters
Do most salespeople stop trying and suggesting too soon, losing the sales of accessories and add-ons, many of which are high margin items. The rule should be “ Keep selling (gently of course) until the customer says no
Thought Starters
In a World where Marketing Focuses on Strategy, is it fair to say that
TACTICS are being ignored.
Thought Starters
The Fear of Change
In today’s world of “Hyper-change” it takes Speed, Adaptability, Innovation, and a hair-trigger responsiveness to the rapidly changing marketplace.
People need to be aligned, moving in the same direction. Energy needs to be focused on moving forward, instead of protecting the past or defending the status quo. Top to bottom, wall to wall, people need to stop resisting and start driving change.
What Woman Want
What happened to “Joe’s Hardware” Dead! What happened to his store? Dead! Who killed him?
WOMEN
Shopping is inherently FemaleStudies show two women shopping
together spend more time and money then women alone.
Women buy or influence the purchases of 80 - 90% of all consumer goods.
What industry has over 7 million female salespeople?
What Woman Want
What Woman Want
Door to Door
Tupperware, Pampered Chef Candle parties
It’s time to go to the Home and get direct with her and her friends.
What Woman Want
Is it fair to say with Men it is about the destination
and for Women it is
about the Journey
What Woman Want
One of the keys to any business success is how you differentiate your goods and services. In the future it won’t just be about the components you bring together but how you bring Women together.
Women are three times more likely to recommend brands than men
What Woman Want
Yankelovich says” 70% of women believe they learn the most about a new product from someone who already owns one.
Support a community of women - Cause marketing
Three Key names Oprah, Rosie, MarthaWhen was the last time you took a
women out from your company and just Listened and Listened
What Woman Want
The power of the Touch and FeelAlmost all unplanned buying is a
result of Touching, Hearing, Smelling or Tasting something on the premises of a store --- which is why merchandising can be more powerful than marketing.
We buy things today more than ever based on Trial and Touch
What Woman Want
Now, Why might somebody wish to touch something before buying it? There are plenty of practical reasons, the most obvious being that if a product’s tactile qualities are important, we must know how it will feel.
What Woman Want
Possession begins when the shopper’s senses start to latch onto the object. It begins in the eyes then the touch. Once the thing is in your hands you have begun the process of taking it. Paying for it is a mere technicality. SO, the sooner we can get them to touch the product the easier it is to change ownership from seller to buyer. That’s Shopping.
What Woman Want
Are we truly qualified to connect women to each other or do we need a
dedicated Female Marketer in the Enterprise
to lead the way?
The tip for selling to men
Create graphic devices, like displays and posters, showing steps that go into making
the furniture, and visuals, like cross sections and exploded views, to prove that in
addition to looking good, the pieces were well made. Emphasizing construction
would do a lot towards overcoming Male resistance to the cost of premium products
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