Selling to Women: How NOT to Annoy Your Women Prospects

“Selling to women is all about building relationships!”

selling-to-women-how-not-to-annoy-women-prospectsOh yes, this advice is definitely true. But it is also completely unhelpful to a salesperson who doesn’t understand female gender culture.

As a salesperson, you already build relationships. And you may be thinking, “But I treat my women clients just the same as my best male clients!” And that’s the problem.

Women are different.

As an illustration, take this first meeting between a financial advisor and prospect:

Financial Advisor: I’m so pleased to meet you. Let’s start with a little background for introduction. 

He then proceeds to describe his career and achievements.

Prospect: Let me tell you a little about my situation, family and future.

She then proceeds to tell stories about her life and the people in it.

Advisor: Well, now that we know each other a little, let’s get down to business. What kind of products are you looking to buy?

For a conversation between men, this sales meeting would be fairly successful. But a woman would be highly annoyed. Let’s explore why.

How the Financial Advisor Perceived the Conversation

Selling to Women: How NOT to Annoy Your Women ProspectsThe salesperson thinks he’s making friends and developing mutual respect through his “credentialing” introduction that described his success and acumen. Although the personal small talk went on a little longer than he would have liked, he feels like he helped the prospect narrow her focus and concentrate on what’s important.

How the Female Prospect Perceived the Conversation

Selling to Women: How NOT to Annoy Your Women ProspectsThe prospect thinks the salesperson is a bit arrogant and wonders why the first part of the meeting had to be all about him and his braggingAnd she’s annoyed that he ignored all the important life details that she took the time to share. She’s also off-put that he expected her to know what products she wanted this early in the process. She might think, “You’re the expert. I told you about myself and what I need. Why don’t you suggest what products would be best?”

So, to avoid annoying your women prospects, learn about the differences between men and women’s gender cultures and engage in conversations that respect her mindset.


This entry was posted in Differences between women and men, Financial Services, Selling to Women, 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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