Ellis Communications, L.L.C.

Customers Reluctant to Take Action Because of the Economy?
Some Simple Behavior Modification Can Work Wonders

 

FOR IMMEDIATE RELEASE	CONTACT:  Tom Ellis
Jan. 16, 2003	Ellis Communications, L.L.C.
	Phone (623) 780-4558
	E-Mail tellis@nutritionalmarketing.com

Behavior modification is an integral part of any nutritional retailer’s marketing efforts and tough economic times require even more emphasis on finding ways to get customers and prospects to become proactive.

"During difficult economic times, people shy away from making changes in their routine," says Martin R. Baird, president of Phoenix, Ariz.-based Nutritional Marketing. "For retailers, that means their customers and prospects are resistant to change and reluctant to take action concerning their health.  Behavior modification is definitely in order."

            Baird offers the following tips on using behavior modification in marketing of a retailer’s business.

Number 1 - Build motivation and buy-in.  "Your customers and prospects are making so-called health decisions but what they’re actually doing is repeating a behavior by staying with what’s familiar," Baird says.  "Nothing has motivated them to change and retailers must provide that motivation."

Number 2 - Involve people around your customers.  "Most people don’t change on their own," Baird says.  "It often takes the influence of others.  When you market in today’s environment, involve not only your customers but their friends and a few generations of their family."

Number 3 - Deal with your customers’ feelings.  "How does a customer feel about changing?" Baird asks.  "Do they feel guilty about leaving their previous nutritional store?"  If retailers do not address these feelings, customers and prospects will stay where they are concerning their health, Baird notes.

Number 4 - Start with something easy.  "To jump-start your behavior modification, start with an easy change," Baird suggests.  "Start with a change that has few emotional barriers or, better yet, none."

Number 5 - Rally the troops.  "It will take more than one person to champion this effort," Baird notes.  "Build a team that knows what they’re working toward and how it benefits them as well as your customers and prospects."

Number 6 - Use behavior modification over time.  "Marketing and changing of behavior patterns are not spectator sports," Baird says.  "They require never-ending, ongoing attention and support."

Nutritionalmarketing.com is the premiere Internet-based source for free marketing advice, information and tools for self-driven, success-oriented nutritional retailers who are demanding information that helps them market their business, meet the needs of their customers and increase sales.  It offers such services as a free weekly electronic newsletter, free reports on how to conduct different kinds of marketing and evaluation of retailers’ marketing materials that is provided at no charge when the critique is posted online for all nutritional professionals to read.  Nutritionalmarketing.com also offers an electronic forum where retailers can learn from each other by discussing common problems, sharing ideas and gaining new insights from their peers. 

Nutritional Marketing may be reached at 480-991-6421.