Health services companies don't get it.
Hospitality services companies don't get it.
Computer companies don't get it.
Automobile companies don't get it.
Veterinary hospitals don't get it.
None of them get it!
Women as purchasers are responsible for more than half of all spending in the U.S. economy.
Home furnishings: 94%
Vacations: 89%
Kitchen appliances: 88%
New Homes: 75%
Healthcare: 80%
Veterinary Care: 85%
You don't have to be a brain surgeon to get the picture. If you want to be successful as a small business, learn to market to her and develop a client service attitude that is female-centric.
When Jiffy Lube started to get it, they hired Faith Popcorn, the leading consultant for female marketing. Popcorn's advice sounded a lot like what I have been preaching to my veterinary clients for the last fifteen years: "Escort her out of her car, put her in a clean waiting room, let her have access to email if she wants, let her read some magazines–current ones, please!–and give her a clean bathroom with the seat down and a changing table. Add some low-fat snacks, and you've got her for life."
This is not rocket science. It's not nuclear physics. It's common sense. Follow the facts. Follow the money. Remember that your client is a woman and treat her the way a woman wants to be treated.
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