Make a Fortune Selling to Women. Connie Podesta
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Название: Make a Fortune Selling to Women
Автор: Connie Podesta
Издательство: Ingram
Жанр: Маркетинг, PR, реклама
isbn: 9781613391648
isbn:
Emotions, feelings, and a sense ofpersonal connection are some of the biggest differences between maleand female buying styles. Womendevelop feelings about every aspectof the process, and those feelingsdrive their decision to buy from you—or not to buy from you.
You have to be able to apply that knowledge when selling to women. If you are a “feelings” kind of person already, this is going to come easier for you. If you aren’t, then selling to women will be more of a challenge, but TOTALLY doable! Rest easy; I’ll teach you exactly what you will need to do to have that more personal touch without leaving your comfort zone.
If there is one question that men have asked more than any other—more than, “How can I earn a million dollars?” or, “How can I live longer?” or, “How can I achieve wealth, fame, and success?”—it is simply,
“What do women WANT?”
For the purpose of this book, let’s amend that question to:
“What do women want to experienceas buyers in order to commit to thesale?”
Throughout my research, women have shared both good stories and bad about their shopping experiences. They told me what they wanted and what they didn’t want, what they needed and didn’t need, what they liked and didn’t like, and what they expected and didn’t get. Almost everything they described fell into one of the following five categories.
Women want the experience to be:
1 PERSONAL
2 PROFESSIONAL
3 PRODUCTIVE
4 They want to be PART OF THE PROCESS
5 POSITIVE
These are the FIVE KEY ELEMENTS needed to create the most desirable buying experience for a woman. Let’s look at each one UP CLOSE.
#1: SHE WANTS THE EXPERIENCE TO BE PERSONAL
The first thing you need to know (and accept) when selling to a woman is the following:
It’s not just business, it’s personal.
Anyone who says that business isn’t personal doesn’t know women at all. For most women, the decision to buy is based on many personal beliefs, perceptions, ideas, memories, and most of all—you guessed it—FEELINGS.
Let’s face it, no matter who’s your customer, sales requires personal encounters with discussions about what someone PERSONALLY wants or needs. Success is reinforced and sustained by continuing a long-term PERSONAL relationship with each customer whenever possible. It begins the moment those first personal questions are asked. What do you want? What do you need? How can I help you? How can I make you richer, happier, healthier, or more successful?
We salespeople ask both men (results buyers) and women (experience buyers) these same questions. The difference is that women are more aware of the PERSONAL side to sales and will make very quick decisions during this initial interview process about whether a salesperson seems sincere, acts courteously, and treats them appropriately, and whether they will feel COMFORTABLE doing business with that salesperson.
Women size up the situation in termsof HOW they want to buy, whereas men tend to focus on WHAT theywant to buy.
The same holds true for communication. Women focus on how something is said, and men focus on what is being said.
Women also tend to be very personally CONNECTED to their purchases. I honestly believe that a great many of the purchases women make are directly related to something that is worrying them. The purchase is made to bring relief. The car is getting old and unsafe, so let’s take it in; I want to make sure we can travel when we retire, so let’s invest; the roof might leak, so let’s fix it first; the kids need clothes; office supplies are low; or this old computer might crash, so let’s get a new one.
A good example is when my husband and I were exploring different options for a new will. He was not at all excited about the whole process: he can’t drive it, eat it, play with it, or sleep on it. Plus, he said it was depressing to think about and not a fun way to spend money. Left to him, I think making a will would have remained on his to-do-when-nothing-else-is-going-on-in-the-world list forever. Basically he was there to buy a service—not because he wanted it, but because I did. This is a perfect example of how women INFLUENCE men to BUY.
I, on the other hand, felt we were personally (see, there’s that word we women like to use) responsible for making sure that everyone was taken care of in the event of our deaths. I didn’t think it was fun either, but I was eager to get it done so I could STOP WORRYING about it.
When we met with our estate planner, I brought a huge load of emotion into the meeting—thoughts of my family, my feelings of responsibility, memories, concerns about doing the right thing by everybody, fears about how I would live without my husband, thoughts about what would happen if I died first (would he remarry? How long would it take him to remarry?) I got a bit off track.
That’s a PRIME EXAMPLE of how men and women differ! I guarantee you none of those thoughts were going through my husband’s head! In fact, when I asked him what he was thinking, he said, “I think I would have been better off parking under a tree, where it’s shady, so the car won’t get hot if we are gone for a long time.” Seriously? That’s what was going on in his mind as we walked in to write our wills?
As I walked into the office, I was concerned about much more than the bottom line—in fact, details and cost were not even in my thoughts at that point. I wanted to make certain that this particular estate planner was WILLING TO LISTEN and then integrate everything I wanted and needed, not just simply write up a will. From the moment I was introduced, I was aware of each nuance of the process. I immediately began to look for clues as to how I would be TREATED and whether this was someone I wanted to continue to do business with. Let there be no doubt: I was conducting an internal interview based on how he acted and reacted to my PERSONAL needs and expectations.
My husband, on the other hand, was sitting quietly, waiting to see what was going to happen, and reserving judgment on the details until he had a chance to hear the FACTS and get a handle on the BOTTOM LINE. He was focused on the END RESULTS.
And ME? I was focused on the entire EXPERIENCE. Truth be told, I began judging the experience the minute I walked into the elevator of the building.
Like me, many women are looking to accomplish much more in СКАЧАТЬ