Lesson 4: Master Retailer Audio Series

 Overcoming The Ick Factor: Selling More Bicycles To Women!

Teleseminar Introduction (10 minutes)

Download a sample Lesson for free:

Jay, I think the teleseminar was fantastic and really made me think about my business and our clients. I look forward to reading the chapter and getting the book. Also, I think you made some great suggestions on following cues from successful retailers following your suggestions.

Tim Kohl, Epic Bikes

Pay attention to women, or get left behind!  To begin with, we have to understand that retail shopping follows social change.  Paco Underhill, the preeminent retail anthropologist, founder and CEO of Envirosell and author of Why We Buy: The Science Of Shopping offers his observation that: “Without a doubt, the major social change playing itself out during our time has to do with the lives of women.”  According to Underhill “Retail must pay attention to how women wish to live, what they want and need, or it will be left behind.  Even the enormous changes in the lives of men and children are merely in response to the lead taken by women.  It pays to listen and be humble. Shoppers are fickle today, and their loyalty to brand name – whether of a product or a store – lasts only as long as the afterglow of the most recent shopping experience.” 

- Jay Townley Audio Series, Lesson 4

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Why We Buy: The Science Of Shopping by Paco Underhill, page 240

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