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
Mike Hetherman
The Real Consumer
Today’s objectives,
Where are we? Thought starters.
Overcoming the Fear of Change
What Women Want!
Share and Have Fun!
Thought
Starters
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
Thought Starters
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
Conversion Rate is to
Retail
what Batting Average
is to
Baseball.
Thought Starters
How Does Your
Company Look
in the Eyes of the
Consumer?
How does Your Company
Look
Start 1/2 a block away
Stand 100 feet away
Get up close, look in all
windows
Now, Go inside……Yikes!
Thought Starters
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 addons, 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.
The Fear of
Change
The Fear of Change
Who
Moved
My
Cheese.
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
Women
Want.
What Woman Want
What happened to “Joe’s Hardware”
Dead! What happened to his store?
Dead! Who killed him?
WOMEN
What Woman Want
Shopping is inherently Female
Studies 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
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
Destination vs 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, Martha
When 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 Feel
Almost 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?
What Woman Want
OK OK
enough about women!!!
Here is the tip for selling to men
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
?