Why Consumers Get Nutrition Advice from Hairdressers

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

Mc Kinley Coaching & Consulting www.Jean
What’s Wrong with this
Picture?
Richard Simmons Offers Weight Loss
Advice to Jessica Simpson

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 ?
?

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

What’s an RD to do?

What we can learn
• Richard Simmons
• Dr. Oz
• Hairdressers
• All the other self-proclaimed experts

Credibility…
is only one part of the formula!

Choices
Power of One
 Change
What’s an RD to do?

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

”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

Change What You Can
Circle of Influence
Circle of Concern

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

Change What You Can
Traditional RD Counseling Model
Client RD
Problem 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)

CEO
Accountant
Career Employee
Scientist
Creative
Entrepreneur

Assessments
Print ®
Personality Assessment

Change the Conversation
Clinical-ese to consumer-ese
Talk WIIFM
Ask more questions
Use the client’s language
Positive benefits messaging

Change the Conversation
Say This Not That

Talk to consumers
where they are
http://profile.to/jeancaton/
http://Twitter.com/JEANCATON
http://www.linkedin.com/in/jeancaton
You tube
Blogs

“We don't see things
as they are, we see
things as we are.”
~Anais Nin,
Diarist and novelist
RD Image
PERCEPTION !

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

What is your image
In the eyes of
your clients
your employer
your peers
yourself ?

Rate Yourself
Authoritative
Leader
Effective
communicator
Capable Likeable
Edgy Sense of
Humor
Human Assertive

Rate Yourself
Perceived, 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

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.net
info@JeanCaton.net

Why Consumers Get Nutrition Advice from Hairdressers

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