#3. If she has to ask, its too late: Here the author introduces the concept of Anticipatory Marketing – the idea that to truly win the loyalty of women customers, a company must anticipate her needs, and provide them in advance of her having to ask. Women are much more likely to switch than complain, hence, if you wait for her to ask for new products or services, it’s already too late.

It may seem dated (where has Faith been, anyway?) but it still stands as one of THE best guides to relationship-centered marketing principles.

To learn more, check http://www.bizsum.com/eveolution2.htm.

Oh, and Lois? It was my stylist who convinced me to try lightening up as my chestnut hair greyed. A few years later (after I’d discovered blondes don’t really have all that much more fun!) he also held my hand as we stripped away years of artificial pigmentation to find a lovely head of shimmering silver.

Never would have done it without his encouragement.

And while it meant decreased revenues per appointment for him from that point on, his service-focused care retained my loyalty and kept me a happily referring client.