How to Meet the Wives – Know the Couple When Selling Financial Services

Within three years of her husband’s death, 70% of widows change financial advisors. And with 60 being the average age of widowhood for women, that leaves a long financial future up for grabs!

How to Meet the Wives - Know the Couple When Selling Financial Services

The best strategy for retaining these affluent women clients is to develop a relationship with them NOW. Even if husbands claim that their wives “aren’t interested” in attending financial planning meetings, don’t neglect to introduce yourself to the wife. Build a relationship with her outside your office, and you may find she will start attending planning meetings with her husband.

If She Won’t Come to You…

  1. Couples usually attend social events like galas or horse shows together, and you probably attend these events to seek out networking opportunities. If you would normally spend most of your time talking with the men, focus on striking up a conversation with women. Spend at least 20% of your time talking with the wives. If you can’t get her to the financial planning meeting, at least you will develop a social relationship with her.
  2. Host your own client appreciation events, built around a family theme. Although many affluent couples no longer have young children at home, you can still create an event that’s fun for all ages. If you are targeting families with young children or grandchildren, pony rides and face painting are always popular. Teenagers may be interested in meeting a local celebrity, like an Olympian or sports figure. Or, organize your event around a theme that interests your clients, like cyber-security and cyber-bullying. Show interest in the complete family, and the wife will appreciate your effort.

Start doing these things now! In the next two weeks:

  • Set a goal for yourself that you’ll spend 20% of time with women at your next event.
  • Analyze your client list and come up with event ideas that would appeal to wives and family members.

Once you get started marketing financial services to women, you will find it’s not so hard as you thought.

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