I attended a fabulous session with Karen Wischmann, the president and CEO of Total Fitness & Spa for Women, one of the most successful women's only clubs in the world.
pointed out that generally, men shop for what they need right now.
Women tend to shop for what will benefit them over time.
Hence the popularity of lotions, scrubs, hair products, and anti-aging products with women.
Compare a guy's list of must haves for his
daily routine - deodorant, razor, and a 3-in-1 shampoo, conditioner and body wash and he's
good to go.
A great line that Karen
staff to use is this:
"It's really simple.
You just do exactly what we tell you and your entire life will change!"
emphasizes that when selling to women, you HAVE to sell from the heart.
Women want their club to smell great so Karen
suggested the Air Fresheners that send out a spritz of fresh air scent every so often - nothing too overbearing but something that just smells refreshing and good.
Women want to know that the Kids Club area is cleaned and the toys are sterilized regularly.
wants to know that day staff are CPR certified and are women, preferably other mothers, that she
can trust with her
kids so she
doesn't have to worry about them when she's
wants to feel good when she
walks into these areas so hire a designer to help choose warm colors, beautiful and inspirational art and perhaps paint meaningful quotes on the walls.
Women will pay for quality: All women like a deal but will pay more for quality.
Case in point, consider Whole Foods which saw a 1,552% increase in stock value.
Women will pay a lot more for certain items and an atmosphere that is pleasant, customer-service oriented and offers knowledgeable staff.
mentioned that she
often discusses the price issue with members in the following way: