How To Connect with Female Customers

October 2nd, 2009

Maria Helm

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Female Customers

Mastering the art of communicating effectively with women will do two things to your business: Your female customers will follow your recommendations and buy from you; and they’ll provide you with the best referral marketing you could ever implement.

How are women different in the decision-making process than men? Women need more information up front and tend to be slower to make a decision. They need to process the information and they’ll want to ask friends and family for their opinions, too.

If you want to earn a woman’s loyalty and referrals, consider the following steps:

1. Be professional and show you care. From the very first phone call, your female prospect needs to connect with you and for you to make her feel special. Respect her time; don’t keep her waiting.

2. Emphasize the Buyer’s Benefits. Help your female prospect make the right decision by discussing how your product or service will solve her pain(s). Don’t use a canned presentation. Custom your offer to her needs. You might facilitate acceptance sooner with a complimentary added-value service, such as a guarantee.

3. Relax and Listen. Women are much more sensitive to your tone of voice, eye contact, body language, and gestures than male customers. Demanding, insistent salespeople will often lose the sale to the female client. Listen to her story. As she tells you her story, she’ll be giving you clues to her concerns, her wants, her goals and desires.

4. Expect to Follow Up. Many times, sales are lost with female customers because of a lack of follow-up. Ask permission to follow up within a week and answer any questions she may have. From there, she will direct you to what she wants. She’ll either need more time, more information, want to buy from you, or have decided on another product.

Remember to focus your business on the needs of your customer. If you don’t meet the needs of your female customers, they will leave you. If you meet their needs, they’ll stay. If you exceed their needs, they will refer their friends, family and colleagues.