Flooring The Consumer: Developing Community and Delivering Wow!

Simple Marketing Now LLC – http://SimpleMarketingNow.com

Flooring The Consumer: Developing Community & Delivering Wow!

The Luxury Marketing Council Orlando

Christine B. Whittemore

April 2010

The Plan

• Who is the consumer?

• Why is it difficult to develop community and deliver Wow?

• How to deliver Wow?

Who Do You Think Is The Core Consumer?

• 51% of the population

• Better educated than men

– Majority of college students since 1979

– Earn 50%+ of all bachelor degrees, 57% of

masters degrees, 42% of doctoral degrees

Some Facts About Women!

Source: IES National Center for Education Statistics

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And…

• 60% of women work– 47% of the labor force*

• 42% of management, business and financial operations

• 56% of professional and related occupations

• 57% of service occupations

• 64% of sales and office occupations

– In 55% of US households, make half (or more!) of their family’s income!

– Control family finances in 75% of households

* Catalyst – US Women in Business Jan 2010

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Chief Purchasing Officers

• Own businesses!– 10.6 million women business owners

• Generate $2.5 trillion in sales • Employ 19.1 million workers

• Thoughtful about how they spend their money:– Quality matters

• Before price and service

Source: Center for Women’s Business Research 10/2/09 research

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• 66% of all personal computer purchases• 67% of financial services• 70% of travel decisions• 80% of home-improvement• 83% of all consumer purchases• 88% of retail customers in the U.S.• 91% of home sales

– Single women: • 2nd largest group of homebuyers at 21%• 18% of all first time home buyers [vs. 9% men]

• 94% of home furnishings

Major Purchase Decision Makers:

Source: Tom Peters: Re-imagine! And BWN Wow! Quick Facts

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Why is it difficult to develop community and deliver Wow!?

Tougher To Satisfy

• The Era of Frugality– Simplify her retail experience

• She doesn’t trust what marketers tell her– Don’t lie or waste her time

• Her definition of value: let’s make the world better. – Don’t make her regret her decision

Source: FCW: Have you adapted your retail experience? by Christine Whittemore

Conflict in the Marketplace!

People vs. Organizations

• Real vs. inauthentic

• Human vs. faceless corporation

• Connections vs. hierarchy…

• Communities vs. brands

Women vs. Men

• Most marketplace environments: – Consumers are women– It’s a man’s world

• Men & women communicate differently – Women have higher expectations

Satisfy women’s higher expectations, satisfy men, too!

In the Beginning…..

• Early roles shaped our marketplace behavior:

– Hunters

– Gatherers

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Brains Optimized Differently

• Men:– For hunting & defending– Localized, specialized

• Efficient at focusing• Think linearly

• Women:– For gathering & nurturing– Distributed, connected

• Better at integrating• Think contextually & holistically

Source: Martha Barletta. Marketing To Women

Attitudes, Priorities, Preferences

MenIndividual Perspective

Competition

Dominate

Play to win

Resist outside influence

Conceal weakness

Just the facts

What’s the bottom line?

Do stuff together

Maintain self control

It’s either right or wrong

Overlook detail

WomenGroup Perspective

Interaction

Nurture

Play to improve

Seek advice

Reveal weakness

How does it make me feel?

What’s the context?

Talk together

Experience & show emotion

It depends

Notice detail

Take the Purchase Decision Process

• Step 1: Activation

• Step 2: Nomination

• Step 3: Investigation/Decision

• Step 4: Success

Source: Martha Barletta. Marketing To Women

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1. Activation

It starts differently

Getting Input From People

• Offline– Conversations with friends and family

• Online– Search engines– Social tools

• Forums• Networks• Blogs

• Context matters

2. Nomination

The outcome is different

Women are More Particular

• Men want something that “will do”– Pair down criteria – Buy first suitable option

• Women want the “perfect answer”– Start with generalized concept– Add criteria– Keep exploring until they find the perfect

one

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3. Investigation/Decision

More information & more options

Investigating Options…

• Women undertake comprehensive research – Spiral Path

• Research is due diligence

• It takes time– Women rarely purchase early in the

process

Women Take Their Time

• “Presales indicators” may improve before sales increase– Literature requests, web visits, store browsing

• Watchouts: – Don’t always be selling! – Offer value, help answer questions, listen, be

committed to customers and there for the long haul…

Women Go Online

• Women are majority of online audience & growing!– Communication

– Content

– Commerce

– Sense of Community

– Convenience [i.e., 24/7]

• Women are online– 84% of social media sites are frequented more by

women than men*

Source: * CRM Buyer

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Search & Social Media

• Can you be found from a search window?• Does your website tell your story?

– Do you offer valuable and unique content?

• What about social media?– Can your website content be shared?– Do you have Facebook Page?– What about a Blog?

• Are you personally engaged with these tools?

4. Success!

Influence goes beyond purchase

Women Consumers are Worth It!

• More profitable than men– Shorter repeat purchase cycle

• IF SATISFIED!– They give referrals

– The “Multiplier Effect”

• Resulting word of mouth– Most powerful & effective marketing

toolSource: Fred Reichheld. The Ultimate Question

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And….

• Success leads to a community of fans– Online– Offline

• Worth nurturing over time

Understand Communication Differences…

Between Men & Women

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Selling to Women

• It’s about:– Communications & listening– Being focused on the consumer– Adapting your environment to meet your

customers’ needs

• Done successfully, it not only appeals to women, but also to men

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Remember Men’s “Individual Perspective“

• The world is a hierarchy

• Hear & speak language of status & independence

• Goal: – Get information, establish status, show

independence

• Linear approach

Source: Deborah Tannen. You Just Don’t Understand

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Reaching the End Goal

• Competitive communicators

• Solve problems, win conversation, get it over with, move on– Dominate conversation with women!

• Tell facts, give advice, interrupt more frequently– Nouns, verbs

• Concise, precise, to the pointSource: Deborah Tannen. You Just Don’t Understand

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Remember Women’s “Group Focus”

• The world is a network of connections

• Speak & hear language of connection & intimacy

• Goal: – Connect, create relationships, encourage

interaction, exchange feelings

• Spiral Path

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It’s About the Big Picture!

• Facilitative communicators– Understand & be understood– Be thorough and be sure salesperson is thorough

• Want / need time to get to know you & have you get to know her

• Use qualifiers, disclaimers, apologies, explanations– Adjectives, adverbs

• Start at beginning to discuss a topic: more detail

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Capturing These Extremes…

• Women: people, feelings, relationships – to increase sense of connectedness with others– Value:

• Perceived honesty & integrity of salesperson • Can you be trusted & counted on in the future

• Men: business, dollars, sports -- to accomplish, solve, finish task– Value:

• Salesperson’s financial understanding, knowledge of construction pro/cons, negotiating skills

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What This Means For Delivering Wow!…

Translate What She Wants

• Women rely on representatives to:– Listen, interpret needs & understand end use– Recommend solutions – Advise on best choice to enhance the quality of

her life

• Build a relationship & earn her trust– Take her, her research, her sources seriously

• Listen to her life story to personalize your pitch

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Connect with Her

• Do you understand & respect women’s information gathering?– Acknowledge her, respect her– It will take longer! Don’t rush her or waste her

time! Expect questions!

• Avoid interruptions– Ask more about what she said

– Paraphrase and Restate

• Follow-up with her

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Show Her You’re Listening

• Body language & tone of voice signal respect– Appear attentive and convey genuine interest

• Women make eye contact and expect it in return

• Vary facial expression, nod head, acknowledge

– Head nods

– “I’ll think about it”

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“Listen” Online

• Go to a search engine

• Find search terms of interest – Start with broad terms– Refine them as you obtain more information

• Google blog search

• Google alerts

• Reviews

Listening Means

• Reading and absorbing how people interact– Blogposts– Comments– Tweets– Reviews

• Hearing what others say about you, brand, company, products, relevant terms…

• Being willing to interact & engage

Selling to Women

• Be helpful, open to general conversation, take her seriously – Introduce yourself, shake hands, – Encourage her to browse and be available

• Be in high listening mode– Active listening with no interruptions– Ask for clarification at appropriate time

• Be a partner, team player, collaborator, advocate. NOT an adversary– Respect, trust, ask questions, listen

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Zappos: Strong Core Values

• “Powered by Service”– Deliver WOW Through Service– Embrace and Drive Change– Create Fun and A Little Weirdness– Be Adventurous, Creative, and Open-Minded– Pursue Growth and Learning– Build Open and Honest Relationships With

Communication– Build a Positive Team and Family Spirit– Do More With Less– Be Passionate and Determined– Be Humble

Zappos Online

10 Principles For Flooring Her

ListenBe authentic and transparentBe responsiveOffer relevant value & quality No hard sellBe consistent online & offlineBe human, conversationalBe welcoming of different perspectivesOffer lots of information to address big pictures

contextsBe dependable

Deliver Wow!

• Learn how to communicate with her– Your physical environment, representatives, online presence

• Improve the experience for her [and for him]– Make her feel appreciated, welcome & make transactions easy

• Train to allow for longer purchasing process– Happily offer additional information – No hard sell!

• And community will develop!– It’s a relationship, not a one-time transaction

Source: Andrea Learned. Marketing to Women For the Common Man.

http://images.google.com/imgres?imgurl=http://www.montcopa.org/consumeraffairs/images/people%2520shopping.gif&imgrefurl=http://www.montcopa.org/consumeraffairs/resources.htm&h=280&w=253&sz=12&hl=en&start=1&tbnid=G3MEhkPZk5LMvM:&tbnh=114&tbnw=103&prev=/images%3Fq%3Dpeople%2Bshopping%26svnum%3D10%26hl%3Den%26lr%3D%26rls%3DGGLG,GGLG:2006-15,GGLG:en

To Learn More…

Christine B. Whittemore, Chief Simplifier

Simple Marketing Now LLC– cbwhittemore@SimpleMarketingNow.com– Tel: 973-283-2424

• Flooring The Consumer weblog– http://flooringtheconsumer.blogspot.com

• Simple Marketing Blog http://SimpleMarketingBlog.com

Will You Assess This Presentation?

• Was this valuable?– What did you like most?

• Would you recommend it to a friend?– What would you say?

• What is most important idea you learned?– What will you put into action immediately?

• What do you want to know more about?– Your email address for more information.

Thank You!

Flooring The Consumer: Developing Community and Delivering Wow!

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