Why consumers get nutrition advice from self proclaimed experts

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Why Do Consumers Get Nutrition Information From Their Hairdresser ? Presented by Jean Caton MS, MBA, RD Career * Business * Life Coach at the Missouri Dietetic Association April 23, 2009 Currents of Change

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Transcript of Why consumers get nutrition advice from self proclaimed experts

Page 1: Why consumers get nutrition advice from self proclaimed experts

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

Page 2: Why consumers get nutrition advice from self proclaimed experts

Mc Kinley Coaching & Consulting www.JeanCaton.net

What’s Wrong with this Picture?

Richard Simmons Offers Weight LossAdvice to Jessica Simpson

Page 3: Why consumers get nutrition advice from self proclaimed experts

Mc Kinley Coaching & Consulting www.JeanCaton.net

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 ?

?

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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

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Mc Kinley Coaching & Consulting www.JeanCaton.net

What’s an RD to do?

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Mc Kinley Coaching & Consulting www.JeanCaton.net

What we can learn

• Richard Simmons

• Dr. Oz

• Hairdressers

• All the other self-proclaimed experts

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Mc Kinley Coaching & Consulting www.JeanCaton.net

Credibility… is only one part of the formula!

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Mc Kinley Coaching & Consulting www.JeanCaton.net

Choices

Power of One

Change

What’s an RD to do?

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Mc Kinley Coaching & Consulting www.JeanCaton.net

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

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Mc Kinley Coaching & Consulting www.JeanCaton.net

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”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

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Change What You Can

Traditional RD Counseling Model

Client RDProblem Solution

The Right Answer

RD

agenda

RD TELLS (what to do) RD Expert Role

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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)

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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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Mc Kinley Coaching & Consulting www.JeanCaton.net

Change the Conversation

Say This Not That

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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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Mc Kinley Coaching & Consulting www.JeanCaton.net

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

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Rate YourselfPerceived, Desired, Actual Perception

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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

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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

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Jean R Caton MS RD MBA

[email protected]