Many male financial advisors have a reluctant attitude about selling to women. They think,
“Women are too much trouble! They ask too many questions! They don’t know what they want! They take forever to make up their minds!”
And it’s true– women ask a LOT of questions.
Women don’t know what they want until they do their research on the subject. When searching for a financial planner, she’ll keep an open mind, explore all her options and change her decision criteria based on new learning.
But men will impulsively act on a “hot tip” and go for it– men are the true emotional buyers in many categories! Women are the researchers.
And yes, it does take women a long time to make up their minds. They are investing time in finding the right financial advisor. They want the Perfect Answer on the first try and don’t ever want to have to go through this process again. Men’s attitude is something like, “Oh, I’ll buy from anyone. And I’ll buy the next one from anyone else.”
Women will stick with you after buying from you the first time. She’ll be confident that she made the best choice. That sounds pretty loyal, doesn’t it? And that’s why women are better buyers.