Tag Archives: featured

Watch Out for this Crucial Cue when Selling to Women

Nodding Her Head Means Something Specific – Just Maybe Not What Salespeople Think it Means

Watch Out for this Crucial Cue when Selling to WomenWhile listening during a conversation, head nods are an automatic mannerism for women. When she nods, that means, “I get it. Keep talking.” Some salespeople confuse nodding and occasional “mmhm” murmurs as agreement or a readiness to close the deal. So, they’re confused when they get to the end of a pitch full of head-nodding, go for the close and get this response: “Oh, no, I’m not ready to buy. I need to think about it.” (And her statement doesn’t mean NO, by the way!)

Selling to Women? When She Stops Nodding, You Stop Talking

Watch Out for this Crucial Cue when Selling to WomenWhen your women customers stop nodding, that’s a very conscious communication. It means that she has something to say and would like space in the conversation to say it.

In male gender culture, when you have something to say, you jump in and say it. Interruptions are okay– and even respected. In female gender culture, that behavior is a social faux pas. You’re supposed to listen and wait your turn.

Here’s an quotation from some of my research with women customers interacting with salesmen:

“He wouldn’t stop talking! He just kept going! I did everything I could think of to indicate I had something to say. I closed my notebook. I put my pen on top of it. I arranged all my papers on my desk. Nothing worked!”

This customer was sending her salesperson all the polite, non-verbal signals she knew to indicate it was her turn to talk. But, since she never interrupted him, he had no idea these signals were meaningful.

Salespeople, remember that female gender culture has its own set of rules and etiquette. And pay attention to her non-verbal cues. They mean more than you think!

 

 

[VIDEO] The Evolution of Bank Marketing

In my marketing to women keynote for Kodak, see how one bank evolved from “facts and figures” marketing to compelling advertisements that appeal to women. Marketing financial services to women is a particular area of interest to me– since women will soon control most of the wealth!

Watch the video: The Evolution of Bank Marketing

Why Do Women Ask SO Many Questions?

When You’re Selling to Women, You’d Better Know Your Stuff

Why Do Women Ask SO Many Questions?Women ask a lot of questions. Women take longer to make a buying decision. It’s not because she’s fickle, and it’s not because she can’t make up her mind. It’s because women have a different decision-making process from men.

This difference between men and women is the key to motivating women to buy from you. And understanding women’s decision-making process will take the hassle out of selling to women.

Men are focused on their top criteria. As soon as they find a product that meets their criteria, they buy it.

Women are more detail-oriented. They identity all the important things– and all the other important things, as well. Women have a longer list of criteria, and they want everything. To show what I mean, let’s consider an example.

How Women and Men Book Hotels Differently

Everyone, women and men alike, have two main criteria for booking a hotel room:

  1. Location
  2. Price

So, let’s say you want a hotel in mid-town Manhattan for about $450/night. There are plenty of options. If you’re a man, you’ll book the first one you find. Mission accomplished. Job well done.

Women will almost never book the first option. She’ll want to assess the four or five best candidates to make the perfect choice. One might have a free cocktail hour, while another includes parking. Or perhaps a third offers a world-class spa. If she looks at the details, she will learn which hotel she prefers.

Why Do Women Ask SO Many Questions?When Westin introduced their “Heavenly Bed,” they found it spiked their sales 21% in the first year. What does a heavenly bed even mean? Do you need one for a good night’s sleep? What makes it so wonderful? Curiosity drove women to give it a try. All other options being equal, you might as well choose the heavenly bed!

Here’s great news about selling to women: they care about the things that differentiate you from your competitors! And that’s why they ask so many questions.

 

Why Bother Marketing to Women?

Women already buy the majority of products in almost every category. They are responsible for 80% of consumer spending.

So what’s the point of marketing to women? It may seem redundant. Surely marketers couldn’t be doing such a terrible job, or women wouldn’t be buying anything at all.

2 Reasons Marketing to Women Will Boost Your Brand

Why Bother Marketing to Women?Marketing to women is about two main factors:

  1. To gain share with women. Motivate women to choose your brand instead of your competitors’ brand. Marketing to women will help you build share.
  2. To enhance your profits. Women are more loyal customers, which means they make repeat purchases and actively spread word of mouth. Because women have a long decision-making process, once she makes a decision, she wants to stick with it and build a relationship with your brand.  Also, because she believes so strongly in her decisions, women’s word of mouth is phenomenal. In fact, I say that Women are Referral Megaphones!

Currently, women purchase many brands through necessity or chance, because these brands don’t support her decision-making process or appeal to what she cares about during the sales cycle. Even if you have a high market share among women now, marketing to women is important for your brand. You never know when a clever competitor could come along and offer your women customers the Perfect Answer they’ve been seeking.

[VIDEO] Best Buy’s Switch to a Woman-Focused Store Format

Marti shares a marketing to women case study of Best Buy’s experiment with women-friendly store formats– and how the results were stunning. This video excerpt is from her marketing to women keynote speech to Kodak.

Watch the video: Best Buy’s Switch to a Woman-Focused Store Format

One Easy Chart to Help You Communicate with Women

Finding the Key to Marketing to Women

One Easy Chart to Help You Communicate with Women

Women and men respond to marketing communication in different ways because they communicate in different ways. They have different patterns and rituals of expression. Successfully marketing to women requires you to understand women’s communication keys. Luckily, I have a chart for that:

Women’s Communication Keys

Men’s Communication Keys

Full Context

“Complete article” – Women stress the importance of context and richness of detail. Her stories start with background and build to the main point.

Key Points

“Headlines” – Men believe in starting with the main point and only supplying detail if asked. They strip away extraneous detail.

Rapport Talk

Build connections – To win over women, you need to have conversations with them that creates a connection with her and her circle.

Report Talk

Establish status – Men, on the other hand, use conversation as a way to establish or defend individual status. They don’t focus on the personal.

Connect Through Affinity 

Women connect through affinity with others and establish links that highlight similarities. They focus on empathy- so your marketing should as well.

Connect Through Competition (Rank)

Men connect through competition- the friendlier the group of men, the more good-natured taunting and challenging you will find.

Stories and Personal Details

Women’s social currency consists of stories and personal details. They trade them, save them and value them. (Surely, this gives you marketers some ideas!)

Facts and Features

Men’s social currency relies on facts and features. I believe this is why sports scores and statistics are so popular with men, eh? They are becoming rich in social currency.

These four communication strategies should give you plenty of ideas for marketing to women. How will you plan to share stories, build rapport and build links with these valuable customers?

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.

 

Experiential Marketing is for Boomer Women, Too

Experiential Marketing is for Boomer Women, TooExperiential marketing is usually thought of in context with Millennials, and their desire for authentic, interesting experiences. But Boomer women represent an even bigger opportunity for turning experience into business. Since Boomer women have more time and money on their hands than Millennial women, they are seeking more ways to get involved. But Boomers might not want the same sort of experiences that Millennials do.

How to Create Experiences for Boomer Women

Combine an experience with a cause for a really powerful marketing to Boomer women initiative. Partnering with a nonprofit will burnish your “corporate halo” with all women– women have a propensity to be the “guardians of civilization” and therefore are much more active in supporting causes. Companies especially should try to make their corporate halos shine a little brighter with Boomer women, who are actively looking for ways to make the world a better place and leave a legacy.

An example of a good experiential marketing/cause marketing combo might be a tree planting picnic sponsored by a hybrid car brand. Interested Boomer women could bring a friend or two, plant a tree, enjoy some live music over lunch and leave with a seedling memento of the occasion in her goody bag.

Experiential Marketing is for Boomer Women, Too

One of the most emotionally powerful and successful experiences is the Susan G. Komen 3-Day Race for the Cure. It is the kind of program Boomer women are looking for– an event that requires not just money but also their time and energy AND that involves being with and helping other “girlfriends.” I have heard from many participants that this is one of the most grueling yet fulfilling things they have ever done in their lives. One woman in particular summarizes it like so, “I kept waiting for someone to make a difference… then I realized that I am that someone.” She’s talking like a true Boomer woman.

 

[VIDEO] Why You Need to Look Women in the Eyes

Face-to-face sales conversations with women need to happen… facing each other! Women are most comfortable making eye contact and looking at the other person’s face.

Watch the video: Why You Need to Look Women in the Eyes

Getting Marketing to Women to Work

Bust through the Walls of the Corporate Silo

Getting Marketing to Women to Work

In working with companies that have decided to pursue the women’s market, I often observe that the actual marketing to women is a breeze compared to dealing with the organizational challenges, which is more like leaning into a hurricane. It doesn’t matter whether the company is structured by product (as it is with the Ford Focus or Ford Explorer) or by function (as in advertising, sales, IT, etc.). The problem remains the same: because the company is not organized by the customer, it’s almost impossible to get the whole team pulling in the same direction.

Getting Marketing to Women to WorkEverybody in the organization may agree that marketing to women is a great idea. “Absolutely, marketing to women; let’s get right on it!” Unfortunately, everyone’s budgets are already maxed out on other priorities this year, so it will have to wait until next year. Unless someone at the top builds “Opportunity Number One” (as Tom Peters refers to the women’s market) into the company’s strategic priorities, you don’t have a prayer at putting a concerted effort into the marketplace.

To get the maximum horsepower out of any strategic initiative, every department that touches the customer needs to participate. Moreover, every customer contact needs to be consistent and integrated with all others, so that the company delivers a “one look, one voice” message to the customer. This is particularly true with marketing to women initiatives because of a woman’s greater propensity to respond to context and multiplicity, the sum total of the brand contacts she encounters from day to day.

The Spirit is Willing, but the Budgets Don’t Work

Getting Marketing to Women to WorkWhat this means is that Moses (that would be you, oh Chief Exec!) must come down from the mountain and communicate the company commitment to marketing to women in no uncertain terms. Right after you’ve put down the heavy stone tablets, you need to create a cross-functional team with the same objectives, authority and budget as a new product launch team– and the same accountability for success.

Both men and women should be equally represented on this team. Too many men and you won’t have the female perspective you need to make the right judgment calls. Too many women and– rightly or wrongly– but in any case, realistically, the team will lose credibility and its efforts will be discounted as “the women’s project.”

Let’s get marketing to women efforts to work at your organization! Reach out to me for more personalized advice for your product and brand.