Why Do Consumers Get Nutrition Information From

Their Hairdresser ?

Presented by Jean Caton MS, MBA, RDCareer * Business * Life Coach

at the Missouri Dietetic AssociationApril 23, 2009

Currents of

Change

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What’s Wrong with this Picture?

Richard Simmons Offers Weight LossAdvice to Jessica Simpson

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Why is Richard Simmons on Letterman and you are not ?

Why is Dr Oz on Oprah and you are not ?

Why do people ask their hairdresser about eating, food and diets ?

?

Mc Kinley Coaching & Consulting www.JeanCaton.net

And the answer is….

• Anonymity• Intimacy• Makes me beautiful• Hear what they want to hear• Quick• Easy solution• Likeable• Knows me• Relationship• Trust• Focus is just on me

Mc Kinley Coaching & Consulting www.JeanCaton.net

What’s an RD to do?

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What we can learn

• Richard Simmons

• Dr. Oz

• Hairdressers

• All the other self-proclaimed experts

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Credibility… is only one part of the formula!

Mc Kinley Coaching & Consulting www.JeanCaton.net

Choices

Power of One

Change

What’s an RD to do?

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Choices

Reactive or Proactive

Argue or Get Past it

Complain or Change

"Argue for your limitations, and sure enough, they're yours." Richard Bach   

CHOICE

Mc Kinley Coaching & Consulting www.JeanCaton.net

Mc Kinley Coaching & Consulting www.JeanCaton.net

”The pessimist complains about the way the wind is blowing; the optimist expects it to change; the realist adjusts the sails.” William Arthur Ward writer/ college administrator

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Change What You Can

Circle of Influence

Circle of Concern

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Change What You Can

It’s not the mountain we conquer, but ourselves” ~Sir Edmund Hillary

The first person to successfully reach the summit of Mt. Everest

Change how we do what we do

Mc Kinley Coaching & Consulting www.JeanCaton.net

Change What You Can

Traditional RD Counseling Model

Client RDProblem Solution

The Right Answer

RD

agenda

RD TELLS (what to do) RD Expert Role

Clients are people too

“People do not care how much you know until they know how much you care.”

~John Maxwell (American Author and motivational speaker)

Mc Kinley Coaching & Consulting www.JeanCaton.net

CEO

AccountantCareer Employee

Scientist Creative

Entrepreneur

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Assessments

Print

Personality Assessment

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Change the Conversation

Clinical-ese to consumer-ese Talk WIIFM

Ask more questions Use the client’s language

Positive benefits messaging

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Change the Conversation

Say This Not That

Mc Kinley Coaching & Consulting www.JeanCaton.net

Talk to consumers

where they are

http://profile.to/jeancaton/http://Twitter.com/JEANCATON http://www.linkedin.com/in/jeancaton

You tube

Blogs

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“We don't see things as they are, we see things as we are.”

~Anais Nin, Diarist and novelist

RD Image

PERCEPTION !

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RD Image

Image in the eyes of some consumers, employers,and media must change.

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What is your image

In the eyes of your clients your employer your peersyourself ?

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Rate Yourself

AuthoritativeLeader

Effective communicator

Capable Likeable

Edgy Sense of Humor

Human Assertive

Mc Kinley Coaching & Consulting www.JeanCaton.net

Rate YourselfPerceived, Desired, Actual Perception

Choices, The Power of One! Change.

What Action will I take ?

Circle of Influence

Clients are people

Complain

ConversationImage

Talk to Consumers

where they are

Understanding clients

(myself)

Ask my Hairdresser

Mc Kinley Coaching & Consulting www.JeanCaton.net

References• “What to Say When You Talk

to Yourself” author, Shad Helmstetter PhD

• “Please Understand Me” author, David Kiersey

• “Strengths Finder 2.0” author, Tom Roth

• “Seven Habits of Highly Effective People” author, Stephen Covey

• “How to Say it for Women” author, Phyllis Mindell

• “Feel the Fear and Do it Anyway” author, Susan Jeffers

• “Fierce Conversations” author, Susan Scott

• “One Small Step Can Change Your Life” author, Robert Maurer PhD

• “Nice Girls Don’t Get the Corner Office” author Lois Frankel PhD

• “The Brand Called You” author, Peter Montoya

Jean R Caton MS RD MBA

www.JeanCaton.netinfo@JeanCaton.net