Closing the Sale with Women

Women’s “Perfect Answer” Requires a Longer Sales Process

Here’s a critical difference between women and men when it comes to closing a sale: while men seek to make a good decision, women are looking for the Perfect Answer. As a result:

  • Expect a lot more questions from women
  • Expect a longer decision process

Closing the Sale with Women

Cowboys and Sharpshooters

Salespeople are trained to try to close the sale in the initial meeting. That may work with men because they have a faster decision process. Making decisions from the fly and “shooting from the hip” is one way men communicate their autonomy and decisiveness– the “cowboy factor.” But women are marksmen, not cowboys– and if you rush them or push them while they’re trying to zero in on what they want, all you’re going to do it irritate them.

Women want to consider, compare and talk it over with trusted advisors. It’s not enough for the product or service to meet her needs; it must be the best way to meet her needs.

Selling to women can be frustrating in this respect, but I’d advise you to refocus your attention on what you’re going to do to follow up instead of pushing too hard right away. Otherwise, she will start to distrust your motives (you’re supposed to be her agent, not her adversary!) and destroy all that great rapport you’ve been building up during the sales process.

 

This entry was posted in Differences between women and men, Financial Services, How women buy, Selling to Women, Spiral Buying Path, Things women care about, Women as customers and tagged , , , , on by .

About Marti

To The Huffington Post, she’s “the High Priestess of Marketing to Women;” to TIME magazine, “the Chief Rabbi of the Sheconomy.” Renowned business guru Tom Peters calls her “the First Lady of Marketing to Women” and says she “is one of the best presenters, male or female, I’ve ever seen.” Marti Barletta shows you how to get more customers, make more money per customer and keep customers loyal longer - simply by getting smarter about women. Her first book, Marketing to Women, is available in 19 languages,” and her latest book, PrimeTime Women, focuses in on the market’s high-spending sweet spot - Boomer women in their mid-life prime – and shows marketers how to use this prime segment’s growth, size and buying power to propel their business for the next 20 years. As the go-to authority on marketing to women, women in leadership and women’s growing role in shaping the 21st century, Barletta has been quoted on CBS, ABC, MSNBC and NPR, as well as in The Wall Street Journal, The New York Times, The Economist, USA Today, Fast Company, TIME, Business Week, Inc., and many other publications worldwide. Ms. Barletta’s consulting clients have included Diageo, Ford, Kodak, Pfizer, Volvo Worldwide and others. A popular speaker internationally, she has enjoyed rave reviews on every continent except Antarctica, including in Australia, Chile, Dubai, Japan and Sweden. She has spoken for hundreds of companies, conferences and associations; and across dozens of industries, including consumer products, financial services, travel and tourism, retail and real estate development, to name a few. She is proud to say that numerous clients have booked her for return appearances. Her dynamic style, command of her subject and passion for her topic make her a popular speaker. Audiences love her practical tactics tailored to the interests of each audience, her lively style and sense of humor, and her memorable stories about men, women and marketing. Specialties:I show you how to attract more customers, keep them longer, and earn more money from every customer simply by getting smarter about today's mightiest market - women.

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