In 1950 there were no fast food restaurants, in 1960 no portable hair dryers, in 1980 no coaching. What's not in 2003 you can provide? Think outside the box and make some money., Its called Companion Air, my client Sarita bubbled. She wants to take a trip and doesnt want to leave Rudy, her dog, at home. So there she is, with lots of money and time, staying home.
I LOVE MY DOG AND I WANT TO TRAVEL
What is Companion Air? Stress-free travel for pets and owners is our mission, says founder, Rick Roof. We dont think any pet should be considered cargo.
Sarita, like many of my clients, is middle-aged, has disposable income, and is ready for her time. The kids are raised, shes got her 401k, shes ready to have some fun. She loves Rudy and wants him with her, or shes not going. Finally someone decided to help her spend her money and set her free!
Companion Air listened, and so are some other providers.
IM SINGLE AND I WANT TO CRUISE
I like to cruise and Im single. Am I the only one? Its true you dont see a lot of singles on cruises but maybe its because no ones invited them. Could it be because there are no singles fares? The only cruiseline Ive found that offers a true single-rate, not double-occupancy, is Carnival.
...AND I LIKE TO DANCE
Theres music all over cruise ships, and I like to dance. It makes me sad to sit there and watch all the couples dancing. Cunard, the Radisson and others (but not all) cruise lines offering Gentlemen Dance Hosts, available for dancing every night from 8 pm to 1 am.
...AND I DONT WANT TO HEAR KIDS CRYING
Tom and Julie went on a cruise the last week in July. Not that great, said Julie, when I asked her. Crying babies, kids splashing in the hot tub, a toddler at the table next to ours, and worst of all, a million teenagers. Watching a dude with an ear ring in his nose and purple hair writing on the corridor wall with a lipstick is not my idea of relaxing.
Never again, she added.
Celebrity listened. They offer the Celebrity Escape. Every now and then, they say, grown-ups need a little getaway of their own, and what better way to truly relax than on a Celebrity Escape cruisewhere all of the guests are over the age of 21. Amen.
I HATE SECOND-HAND CIGARETTE SMOKE AND I WANT TO CRUISE
Nancys thrilled to have discovered the Carnivals Paradise. Its non-smoking and they mean business. They check your luggage before you get on, for tobacco items, and if youre caught smoking on-board, you get kicked off. She has terrible allergies and from now on thats her ship.
IM SINGLE AND DONT WANT AN APARTMENT OR CONDO
Chin, another client, has plenty of money but he doesnt want to spend it on a house. He lives alone, he travels a lot, hes beyond showing off, and he has no intention of sharing a wall with someone else.
On a recent drive from my home (San Antonio) to Austin, I saw an amazing site: three billboards advertising three different housing developments in beautiful locations with houses starting in the $40s.
WHATS NEW? THE UNIMAGINEABLE
I never wouldve dreamed of being able to take Rudy with me, says Sarita. I never even thought to ask.
I never thought Id find a house for $40,000 in a decent neighborhood, says Chin.
Your consumers have many questions they havent thought to ask for because they didnt think it was possible. And whats possible? When I was growing up in the 50s hang on, theres a purpose to this Im delivering paradigm shift here, dramatic paradigm shift:
Milk was put in bottles and delivered to your house 3 times a week. You never locked your house door or car door. You left your keys in the ignition. The dry cleaner delivered and just walked in and put the clothes in the living room. Someone put gasoline in your car. There were no female lawyers or doctors. There were no fast-food restaurants. There was no daycare. There were hardly even babysitters. I never went inside a toy store. My mother didnt have a car; Dad took it to work every day. Stores werent open at night or on Sunday. Grocery stores delivered. You tipped the guy who carried your groceries out to your car. Pediatricians came to your house. 1% of the kids in high school had braces.
WAYS I COULDVE MADE A FORTUNE
In the late 60s when I was in college, the only hair dryers were those bonnets you put over your head that took forever. One day I decided to stick my head under the blow dryer in the bathroom. My hair dried fast, had body, and looked cute. The idea spread around the dorm.
In the late 60s there was a strange restaurant in Durham, N.C. It made to-go breakfasts eggs and sausage on buns and biscuits, etc. It was extremely popular. You stood in a line forever. I wondered why no one else offered breakfast-to-go like that. It never occurred to me or anyone else that the Hardees down the road could do that as well as the burgers. No one was connecting the dots. And whos to say Durham was the universe?
HUNCHES ... INKLINGS
Theres some need out there you arent conceiving of you could capitalize on. Keep your mind open and consider possibilities.
I WANT TO BE COMFORTABLE WHEN I FLY
Breta is happy with Southwests new policy about large people. Its controversial, I know, but Bretas experiences have made avoiding having someone spill halfway over into her seat her number one priority. She now flies Southwest all the time.
I DONT WANT FIBERGLASS IN MY HOUSE
My client, Ray, is wealthy and a very discriminating consumer. He wanted to build a house, and didnt want fiberglass insulation, so he was stalled out. He called the other day. I found it, he said. Prodex insulation. Its got the fire rating, waterproof, radiant barrier, energy-efficient, all that, AND no fiberglass.
Someone was listening.
And look at that list he rolled out. Todays consumer knows a lot. Are you addressing this?
INVENT & ACCOMMODATE
Im a coach, and everyone negotiates fees with me. When I started licensing my products, I thought Good. I can just list these on my website and I wont have to mess with all that. They click, they order. Wrong! The emails continued. People simply like to negotiate these days, and expect to be able to. So I accommodate.
In response to consumers, I now offer one-shot coaching. Many clients accomplished what they wanted to in one session, so I just made it an official option. Other clients dont want to schedule their session. They sign up for a month but want to call on an as-needed basis. I now call it putting me on a retainer.
CONCLUSION
1.Listen to your clients. As in hear them.
2.If somethings a hassle in your business, figure out why. Then accommodate.
3.When they hassle you, your clients and customers are telling you what they need and what theyd pay for if you offered it. 4.When youre the consumer, speak whats on your mind, i.e., If you did what X does, or provided X, Id buy from you. Or Have you thought of...? 5.Push the limits. There were no female lawyers in 1965. No fast food restaurants in 1970. No coaches in 1980. Whats not in 2003 you could make happen?
About the Author
Susan Dunn, The EQ Coach, GLOBAL EQ. Emotional intelligence coaching to enhance all areas of your life - career, relationships, midlife transition, resilience, self-esteem, parenting. EQ Alive! - excellent, accelerated, affordable EQ coach certification. Susan is the author of numerous ebooks, is widely published on the Internet, and a regular speaker for cruise lines. For marketing services go here.
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