Whether you run a small business or work in sales, customer care or marketing for a large corporation, it is essential to know that women are more than likely your primary target audience. Knowing what it takes to attract and keep them as loyal brand advocates will:

-Increase your revenues
-Generate more profitable customers
-Increase higher customer satisfaction among both men and women
-Deliver a better return on your marketing dollar

Do you really need to market to women differently than men? Absolutely!  In short, women have a very different set of priorities, preferences, attitudes, values and communication patterns. Their purchase process is radically different, and they respond differently to sales approaches, marketing messages, language and a host of other vital factors.

So, how does your business begin to leverage this enormous, untapped market and capitalize upon the power of the female customer connection? A first step is to emotionally connect on a deeper psychological level. Most women…

-Are time starved and stressed
-Want to make the world a better place
-Enjoy interactive collaboration
-Want it the way they want it

Imagine a company that creates marketing programs and sales approaches using these basic understandings as a foundation. If you want to leverage the power of the female customer connection, consider new ways to approach and service your women customers.

Helen Thompson is Managing Partner of Resonate, a marketing and training consultancy that works with companies to build strategies that connect with women. She can be reached at 913.383.1988.

A Woman Thing

1. Women don’t like to be sold to. They hate sales pitches.  Find ways to teach and educate, rather than pitch.

2. When price and quality are equal, seven out of ten women will switch to brands associated with a good cause. Don’t be shy about letting your customers know where your heart is. 

3. Since women are short on time, make it easier and simpler to do business with you.  Empower your employees to make decisions on the spot. Improve the use and interactivity of your website. Be a resource for providing additional information that will help your female customers’ self-education process. Give her tools to control and create her experience with you.

4. Women tend to take longer to make decisions. They do more homework than men…they ask more questions. Once they decide, they are more loyal and committed. Don’t rush the process.  Don’t be a pest…be of value while she is in the decision making mode.

5. Women are relational, men transactional.  Women want a one-on-one relationship…a connection.  Find ways to allow her to interact and have the opportunity to build a relationship.

6. Trust in companies is very important with women today.  Find ways to continually build and maintain her trust and she will reward you over and over with her business.

7. Women talk.  They give three times as many referrals as men. Get on her hotline. Demonstrate performance, quality and consistent customer care. She’ll spread the word fast.

8. Women value authenticity…. responding best to marketing and brands that demonstrate values rather than talking about them. Women gravitate to brands that “walk the talk”.

9. Women like being asked.  Ask her how you’re doing, how your staff and products are performing.  Let her know that her opinion really matters.

10. Women are bored with all the choices.  With so many companies, products and services to choose from, if she doesn’t get what she wants, she will move on until she gets what she’s looking for.

Article Source: http://www.flourishmagazine.com