Women Mean Business – Controlling the Company Checkbook

Women play a significant role in business buying. Whether you target the corporate market or the small business market, there are compelling reasons to get smart about marketing and selling to women.

Up the Corporate Ladder

Many people don’t realize that today, 49% of all professionals and managers in the workplace are women. Even more interesting to B2B companies is the fact that women comprise 46% of purchasing managers and 58% of wholesale and retail buyers.

The New Entrepreneuse

Did you know that 40% of all businesses in this country are woman-owned (ownership at least 50% female)? In fact, for the past 15 years, women have accounted for a full 70% of new business start-ups! That means two out of three enterprises that are creating new accounts to handle their banking, telecommunications, office equipment and supplies, shipping, travel, etc. are woman-owned. And lest you leave with the impression that women-owned businesses are fledgling enterprises uncertain to survive, know that 65% of women-owned businesses have made it past their five-year anniversary, compared to 58% of their male counterparts.

If knowing your customer is the key to selling to her effectively, lots of companies targeting business decision makers had better start learning how women buy.

What’s the Difference?

Until recently, everyone thought the marketing strategies they developed were equally effective at communicating to women and men. They usually aren’t. Women approach the big-ticket buying decision completely differently than men do, and they reach their decision based on a different set of perceptions, priorities and preferences. Companies that combine insights on female gender culture with solid marketing know-how can develop savvy strategies that attract women’s business, strengthen customer relationships and activate women’s “marketing multiplier” – word of mouth. Those who realize it sooner rather than later will reap the rewards in greater share, higher sales and increased stock price.

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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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