How to Talk to a Woman

When Selling to Women, Connect with Your Prospects in Conversation

how-to-talk-to-a-womanPerhaps you’ve taken my advice that women are amazing prospects and have started selling financial services to women. Great! The first step in prospecting women is to inspire a connection and start your relationship.

There are three things you need to know about connecting with women in conversation.

  1. Find something you have in common
  2. Be careful not to one-up
  3. Followup after the conversation

Find Something You Have in Common

Women have very little use for “getting down to brass tacks.” If you’re going to be her financial advisor, she wants to know and understand you. Let go of your PowerPoint deck for awhile and find something personal you both have in common. Ask about her latest vacation, family, or what’s keeping her busy these days. Perhaps you will discover that both of you love Italy and take most of your vacations there.

Be Careful Not to One-Up

In male gender culture, it’s natural to emphasize your assets and successes. But female gender culture emphasizes togetherness and equality. When you find something you have in common with a woman prospect, don’t mention how you are the best or most capable at it! If she’s visited Italy five times, don’t tell her you’ve been there seven times. She’ll view this one-ups-manship as tiresome and annoying. Open up, share your foibles, and she’ll be more likely to open up her wallet.

Followup After the Conversation

Women appreciate details. Show that you care and are detail-oriented by sending her a personalized token and written note after the conversation. For example, send an Italian cookbook with the note:

“I know you enjoyed eating your way through Italy as much as I did! These are some of my favorite recipes that remind me of Tuscany.”

Do these three things, and your affluent women prospects will think of you less as a salesperson and more as a friend who is enjoyable to talk with. Doesn’t that sound like the start of a prosperous relationship?

This entry was posted in Differences between women and men, Financial Services, How women buy, Marketing to Women, Things women care about, Uncategorized 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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