Selling to Women: Inspire ‘Me Too!’ Moments to Grab Her Attention

When getting to know each other in conversation, men typically have a very different dynamic than women. Men’s dynamic is a sort of “one-ups-manship.” They establish what each is interested in and who is better or more knowledgeable in each area.

Women find this approach tiresome. If you are a man establishing a professional relationship with a woman, you’re going to have to change your game to keep her interested.

Women don’t care about pecking orders and hierarchies. They want to know what they have in common with other people. When selling to women, keep the mantra, “Me too!” in mind.

Selling to Women: Inspire 'Me Too!' Moments to Grab Her Attention

Here’s one effective way to look for “Me Too!” Moments in your sales conversations with women. You’ve probably noticed that women are always trading compliments. “What a great scarf you’re wearing!” or “I love that book you’re reading! Great taste in literature!” And the woman receiving the compliment usually responds with a story, such as,

“Buying this book was a complete accident. I grabbed the first thing on the newsstand at the airport when I realized I had forgotten my Kindle and was late for my flight. Turns out to be fantastic, though!”

When getting to know a woman in a prospecting situation, try addressing appropriate compliments to the client, listening to her stories, and identifying points of commonality with her. After hearing the woman’s airport book buying story, you could ask, “Oh, so do you fly often? I do, too.” Women are looking for other people who belong to the same “tribes” they do, and now you’ve just joined her jetsetter tribe.

Being part of her tribe and understanding the frequent flyer lifestyle could lead directly to her discussing her tight schedule and why it’s so important for her to find a financial advisor with the acumen to look after her investments while she’s busy with her career and family. And because she feels you understand her, she will view you as a friend and advisor instead of someone just after her business.

P.S. Warning to men, here! When you identify subjects you have in common with women clients, keep in mind that you’re trying to establish what you both share and what makes you the same. You’re not trying to compete for the top spot in who has flown to the most airports or read the most books. Women find it distasteful when a simple getting-to-know-you conversation turns competitive. Remember to think in terms of “Me too!”

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