Open Your Eyes to the ‘Invisible’ Woman

Women in a world of men are invisible. And knowing this is a great advantage for improving your sales success. Sometimes selling to women is as simple as looking for them.

Selling to Women is Impossible if You Don’t See Them

Open Your Eyes to the 'Invisible' WomanOne of my woman friends, a regional director at a major insurance company, was training a salesman to be an insurance agent. He wasn’t fresh out of school; in fact, this man was mature, confident and fairly seasoned in his profession. During his training, he accompanied her to a networking event– a meeting of the local chamber of commerce. At this meeting, she observed that although 25-30% of the attendees were women, he didn’t talk to any of them.

After the meeting, she said to him, “I was interested to note that you’re meeting and greeting– just not with any of the women.”

His response? “Oh, there were women there?”

She laughed and replied, “Sure, there were. There were 15 or 20 of them.”

Apparently, something in this salesperson’s internal software was registering the women in the room as “background noise.” Whatever the reason, the point is that even face-to-face with physical reality, 25-30% of this networking opportunity was invisible to him. The first step for selling to women is to literally look for women in the places and events you already use for networking.

This advice for selling to women may seem incredibly obvious, but it’s obviously necessary. Open your eyes to the invisible women prospects all around you!

This entry was posted in Financial Services, Marketing to Women, Selling to Women, Women as customers, Women in business 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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