August 25, 2008
Book Review: 3rd Truth of Marketing to Women
EVEolution: Eight Truths of Marketing to Women
By Faith Popcorn
Truth #3: If You Have to Ask, It's Too Late
This truth is about understanding your female clients so well, that you anticipate their needs and desires, before they even what those wants are.
It's your job, as wellness pro, to imagine what your client might need next in the lifespan of working with you.
Why? Because as the expert you know what's possible as a result of using your services and products. Your clients do not.
Here's another way to look at this. Imagine going to a restaurant and having a really great server who anticipates your needs. You don't have to ask for water, she pours you a fresh glass. All your needs are catered to, before you have to ask, allowing you to feel taken care of, relaxed and able to sit back and enjoy your meal. This feels wonderful.
Yet don't you hate it when you have to keep asking your waiter for the right utensil, ketchup or whatever you KNOW should come with the type of meal you ordered? I do. I go to a restaurant because I don't want to do any of that. I return to restaurants that not only provide good food, but anticpate my needs so that I can relish the pleasure of going out to eat. If I have to ask, my satisfaction starts to decline. Will I complain. Nope. I just won't go back.
The same is true with your female clientele. They'll rarely complain. They rarely tell you what they want. But if you don't give it to them, they are out the door.
So here are some ideas for applying this truth to your wellness business…
When a client finishes your program, what could you offer next based on the kind of ongoing support you know they need? Is it a maintenance program to keep them on track? A higher level program to work on a new set of goals only new graduates of your program are ready to dive into? Or is it a group program to make new, health-minded friends to match their new healthy living plan?
Is it the perfect referral for their next step?
Is it a series of information products to help them integrate what happens in your sessions into every aspect of their life?
The idea is to imagine the life of your client beyond what happens in your individual sessions and programs and start thinking how you can help your client integrate what they learn from you in every part of their life . Not only does this create happy clients, it creates clients who eagerly continue paying you for the support you provide… because you're anticipating what they need and want next.
Anticipatory marketing is having the courage to give your client clear direction and options for continuing on the path they embarked on while working with you.
Stay tuned for Truth #5: Walk, Run, Go to Her
To your success,
Karin
Filed under Blog, Honing Your Message, Stand for Something by Karin
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Book Review: 2nd Truth of Marketing to Women | The Marketing Materials Maven @ 10:16 am
[…] can help her successfully blend her multiple lives and you’ve got yourself a client. Next week, Truth #3: If She Has to Ask, It’s Too Late To your success, […]