My
Business Tips by Tim Shaw www.timshaw.com.au November 2006
Mum’s the word?
Wow do you realize how powerful Mum’s are to practically
every sales process? The Australian economy would not exist
without the power of the purchase choices Mum’s make.
The greatest category are of course ‘the grocery buyer’.
Hang on, I buy groceries too, but cast an eye around the supermarket
and count how many blokes there are, how many are women, and
of that group of female shoppers, how many of them have kids
– those mum shoppers are a powerful buying force. Can
they be a selling force too?
In this climate of ‘outsourcing’ we see many people
running sales businesses from home albeit small, but they are
still businesses. Part Plan selling, predominantly run by Mums
wanting income and maybe a return to the workforce has been
enormously successful. Who are their target customers? Other
Mum’s of course, that they have met in their kindy, school
or mothers groups.
Many Australian businesses forget to market properly to this
valuable group and these buyers are never rewarded well for
referring good products on to other customers in their contact
group.. Don’t think traditional marketing tools will work.
It can be too scatter gun and poorly targeted, and not too many
Mum’s I know sit and watch day time telly all day, or
read every scandal mag you see on the newsagent shelves.
I am working with a fantastic team at the moment to empower
Mum’s to be better informed about great products and services
that they buy themselves and are comfortable to inform their
friends and family about.
Watch out if you mistreat them as customers because bad service
tales travel fast on the Mum sales network.
Hundreds of millions of dollars are spent each year on building
brands to influence the buying decisions of predominantly, female
grocery buyers. Imagine if you took 10% of that budget and rewarded
consumers for sharing good reliable information about their
own experiences with the product or service. Testimonial sell
within close user networks and Mum’s the word, they are
a very powerful group of consumers.
If you want to know more about ways to introduce your products
and services in an innovative and cost effective way to this
valuable and selective group of consumers, then drop me a line,
timshaw@helloworld.com
Good Selling
Tim Shaw appears as the sales and marketing expert on My
Business - Channel 7 on Sunday mornings @ 11am. He
can diagnose sales and marketing opportunities available for
your business today. Tim is available as a keynote speaker for
your next sales meeting or conference. Visit www.timshaw.com.au
or contact Tim directly at timshaw@bigpond.com
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