Tag Archives: Talking to Women

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?

[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

Top Visuals that Appeal to Women (and Some that Women Hate)

Women pay attention to visuals even more than the population at large. As such, your marketing team should pay special attention to the visuals they use for anything targeted towards women, such as advertising, product packaging and web design.

Top 5 Marketing to Women Visuals

Marketing to Women Visuals

Here are my top five recommendations for what to include in visuals that market to women:

  1. People, people, people. Women put people first, and you should too. Visuals should feature expressions and emotions. The “people” in your ads don’t need to be photographs or live action video. Animations and cartoons of both people and animals work well to attract women’s attention.
  2. Make sure people are realistic. Feature people your target audience can identify with and relate to, attractive “normal” women rather than perfect “aspirational” women.
  3. Show some emotion. Use emotional visuals to attract women’s attention. Showing that somebody cares one way or another is always going to be powerful- and memorable- to women.
  4. Immersion. Use your visuals to tell a story that immerses women into your brand or product. It can get messy, and it definitely is the opposite of the “one headline and one visual” school of thought, but when masterfully done, it’s much more effective, too.
  5. Show collaboration, friendships, warmth and working together. Women love collaboration more than competition and friendships more than rivalry.

Bottom 5 Marketing to Women Visuals

Marketing to Women Visuals

When marketing to women, avoid these visuals at all cost!

  1. Product-centric. Your product is not the hero. The best way to lose women is to show your product without a human context.
  2. Dystopian women. Don’t portray women as harried, frenzied and at the end of their rope. Women are proud that they can “handle it all.” Honor that.
  3. Utopian women. Conversely, don’t use visuals of “supermodel women.” In general, women don’t aspire to be perfect archetypes. They want to relate to other women like them.
  4. Isolation. Avoid visuals that could be interpreted as isolating or portraying customers as independent loners.
  5. Simplistic. Women are detail-oriented and are attracted to visuals that have depth and intricacy.

Use these tips in your marketing to women efforts to portray people in ways that are interesting and appealing to women.

Some Sensitive Advice on Selling to Women

Some Sensitive Advice on Selling to WomenCompared to men, women have extrasensory sensitivity. They are able to register more subtle levels of sight, sound and touch. Also, they have “emotional X-ray vision:” they can read non-verbal signals more precisely, including tone of voice, facial expressions and body language.

There’s another important attitudinal component that magnifies these sensitivities: women are a “sensitized population.” When selling to women, salespeople must understand this about women.

Most women have had enough experience with being slighted or treated inappropriately in certain sales situations that they’ve come to expect it. Not that they are tolerant of it, but forewarned is forearmed, and they’ve learned to at least be on guard against sexism. So, when women have a negative experience with a person or business, instead of chalking it up to overall lousy service, they often assume it’s because they are female.

Some Sensitive Advice on Selling to Women

For example, car salesmen have a reputation of being condescending when selling to women. I’m sure most of them are not, but almost every woman I’ve met has a story about an unpleasant car sales experience. And the stories get around, so car salesmen’s reputation precedes them. Both male and female car buyers are going to encounter rude treatment or poor service from time to time. But when men are treated rudely, they don’t walk out of the dealership feeling they were treated that way “because they’re men.” Instead they think, “That guy’s a jerk,” But women often attribute bad behavior to disrespect for women. And the really bad part is when they tell their friends, neighbors and coworkers about the dealership.

When you consider the dramatic differences in men’s and women’s gender culture– credibility displays, rapport-building games based on “one-up” instead of “same-same” and exchange of personal details, different listening behaviors and so-on– and combine that with many men’s underlying view that small courtesies are expressions of subservience instead of consideration for others, you can see that the situation is rife with opportunities for misunderstanding. And even innocuous, unintended oversights can easily be perceived by “sensitized populations” to be just one more example of deliberate discourtesy.

I’m not trying to create an atmosphere of walking on eggshells. Rather, I’m attempting to lay out in very concrete terms how and why an extra dose of sincere consideration and thoughtfulness goes such a long way with women. I think many salesmen are genuinely puzzled by women who get upset over a “little” thing like handing the keys for her test drive to her husband. A little extra reading on the topic and a little focused sellig-to-women training for your sales force can go a long way toward making sure you get your share of the women’s market.

 

[VIDEO] Know The Couple OR How to Meet the Wives

For financial advisors, developing a relationship with the husband is not enough. 70% of widows leave the financial advisor chosen by their husband! Here’s how to get to know the couple.

Watch the video: Know The Couple OR How to Meet the Wives

Selling to Women? Small Courtesies Make Big Points

Selling to Women? Small Courtesies Make Big Points

Women are more sensitive to nuance and underlying meanings, and they respond emphatically and negatively to what men might categorize as minor oversights. This tendency makes selling to women a more detail-oriented endeavor. The flip side is that positive actions and small courtesies go a long way towards earning her trust and business.

A couple small examples– that aren’t small to women– include offering to get her a chair if it seems she’s had a long day, or getting her kids a couple sodas from the vending machine if it’s hot out.

Not Every Salesman Can Sell to Women This Way

Selling to Women? Small Courtesies Make Big PointsAt a recent sales training seminar I was conducting, I realized I have to be a little more specific on this point. A very experienced and successful salesman came up to me after the seminar and told me how pleased he was with the seminar and all the new stuff he’d learned. He said it had never really occurred to him to do the small courtesies before, but if “sucking up to the client is what it takes to make the sale, I guess I can do that.” I thought he was joking at first, but he wasn’t!

It reminds me of a scenario in Dr. Deborah Tannen’s book You Just Don’t Understand! in which she recounts a psychologist asking a husband-wife pair of respondents what they thought “politeness” meant. They answered at the same time: the woman said “consideration for others,” while the man said “subservience.” Asking around among my male acquaintances reveals that quite a few men share this attitude.

Since, to many men, my recommendation to offer small courtesies when selling to women seems antithetical to their culture, I now hasten to add: If you can’t do it with genuine sincerity, don’t do it at all. Women will see through fakery, and instead of having gained her appreciation, you’ll have lost her trust.

3 Tips for Starting a Conversation with a Woman Prospect

It can be difficult getting to know a new prospect. Salespeople walk a fine line between learning about prospects and communicating about their offerings. Starting a conversation with a woman prospect is different than with men.

Selling to Women Tip #1: Ask about Her First

3 Tips for Starting a Conversation with a Woman ProspectStart the conversation by asking your woman prospect about herself. Don’t introduce yourself first. Women often become very interested in learning about others. If you start the conversation about yourself, she may spend the entire conversation asking questions about you. Then you’d never learn anything about her– and how can you sell to a stranger?

And don’t worry, you’ll have an opportunity to talk about yourself soon enough! Reciprocity is built into women’s natures. She will certainly ask about you and what you do.

Selling to Women Tip #2: Your First Question Sets the Tone

Asking a woman about herself can be tricky. Avoid making assumptions about your prospect’s life situation. Don’t assume she is a career women or a stay-at-home mom. You set the stage for a friendly conversation when your first question to her is neutral.

To avoid awkward situations, try these opening questions:

  1. What keeps you busy these days?
  2. What gets you up in the morning?

Selling to Women Tip #3: Listen for These 3 Key Things

3 Tips for Starting a Conversation with a Woman ProspectIt may be true that women have a lot to say, but if you listen for these three topics, you’ll be well on your way to a successful sales conversation:

  1. Information about her family and lifestyle that help you understand how your offerings could help her.
  2. Interests you share in common that can start to build a friendly acquaintanceship.
  3. Something you can follow-up on later to show her you were listening and care about the conversation you shared.

[VIDEO] How to Connect With Women in Conversation

Selling to women is different from selling to men, and it all starts with the sales conversation. Learn 3 keys to connecting with women in a sales conversation.

Watch the video: How to Connect With Women in Conversation 

Selling to Women: Answer Every Question Thoroughly

Selling to Women: Answer Every Question ThoroughlyDuring the sales process, women have a longer list of wants and are voracious information seekers. So no matter how trivial or irrelevant her question may seem to you, answer it.

Some salespeople think they are helping women customers by keeping conversations focused on what matters– trying to be efficient and maybe even considerate of her time. But if your response to her question is, “Well, that’s really not what’s important here,” you’ve lost the sale and offended the customer.

If she says it’s important– and if she’s talking about it, that’s what she’s saying– it’s important.

Selling to Women Requires You to Understand Your Competition

Selling to Women: Answer Every Question ThoroughlyOne area I’ve heard several women comment on it salesmen’s unwillingness or inability to answer questions on how the product compares to the competition.

When my friend Pam was shopping, she asked one salesman, “Why should I buy this car instead of that competitive make and model?” She took it as a given that anyone doing due diligence on such an expensive purchase would compare several options. In her mind, she was giving the salesperson an opportunity to showcase his product’s advantages. His answer?

“You just can’t compare the two.”
“Why not?” she pressed.
Again, he said, “You just can’t.”

This salesperson lost the sale because he didn’t know his competition as well as she did– and he tried to make her feel dumb for asking a perfectly reasonable question. Interesting sales strategy.

Contrast that experience with the next dealership where they were prepared to answer the same question with details on their product’s advantages compared to the competition– newer engine design, more headroom, slightly better gas mileage, and so on.

To women, research and data are key elements to finding the Perfect Answer. So, please, make sure to answer her questions thoroughly.

[VIDEO] What Women Think about Most Sales Meetings

Women rate the investment industry last in a list of 58 categories. Whoah! There’s a problem here. And it starts with what women think about most sales meetings they have with financial planners. Watch my video to improve your selling to women skills!

Watch the video: What Women Think about Most Sales Meetings