Why target women? Because they make or influence nearly 85% of all purchases, and have strong veto power. But women don't buy the same way men do. They have different styles, motivators, reasons, and approaches. There are exceptions, but the tips below (just a few of many!) provide a brief outline and will apply to most women and help you increase sales to this huge and growing market.

1.  Understand How Men and Women Are Wired Differently - For survival reasons stemming back to the origin of our species, men and women are very different biologically and behaviorally. Every physiological system in the human body varies between men and women, especially the brain. Men are built and wired for independence, status, competition, and superiority. Women are wired for consensus, collaboration, connection, and harmony. We view and approach the world and our interactions, including sales transactions, through these widely different lenses. It's important to understand what these biological and social differences are and how they impact our dealings with each other.

2.  Respect Her and Her Time - Take her questions and concerns seriously. Be courteous, say please and thank you, and don't give her any patronizing compliments. Validate her stress and desire for convenience, and make buying from you easy for her. Be aware she has likely done considerable research before approaching you...she may know more than you, or more than you think she knows, about your product and/or competition. Always be professional in every way.

3.  Focus On the Relationship, Not the Sale - She needs to feel valued and important, connected, that you care about what's best for her. She's in it for the long-term, hopefully not just the one transaction. Partner with her, don't 'sell' her. Build rapport with her, make her laugh. Focus on making a friend first, and establish the trust she needs to feel safe with you as her business partner.

4.  Communicate With Her Style - Everything about your communication...content, facial expressions, and body language...should indicate that you are interested (professionally), engaged, friendly, sincere, respectful, and there to help. She is watching for reasons to trust or mistrust you, to connect with you or to walk away. Give her the details she asks for, whether or not you think they are necessary. (This module of my Selling to Women program is the most comprehensive with dozens of specific how-to's.)

5.  Honor Her Decision-Making Style - In most cases, she has done some homework, and will often keep her knowledge to herself and compare it to what you tell her. She is looking for honesty so she can develop trust. She is looking for the best possible option or solution, and will often take longer than men to make a final decision. She wants to get educated about her options, and she wants to build connection and trust first whether she realizes it or not. She is looking for a collaborative partner. If she says she is just looking, or needs to think about it, she means it. Don't rush her.

6.  Provide Stellar Service - Women are networkers and tell many people about their experiences, both good and bad. Be on their good list. Give them great service to talk about. Exceed their expectations. Make buying from you an experience, not a transaction. Follow up. Examine every single aspect of your process, product, facility, and staff and make them all women-worthy...worthy of earning lifelong loyalty and referrals to her friends (which include other women in a checkout line who happen to mention dissatisfaction with their resource - she will tell them about you!)

Again, these are a few of my many tips to help increase your sales to the vast and fast-growing women's market. Please call at (877) 343-2150 or email me to explore how my Selling To Women program can increase your confidence, your revenues, and your success!


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