Don’t leave her cold and indifferent
Are you making it easy for women to be loyal to your brand? Or are you turning her away through an inconsistent approach to your marketing which leaves her cold and indifferent to your product or service?
One simple fact to remember is that women really want to be loyal to your brand. They demonstrate this everyday through their long term relationships that involve regular contact such as financial advisors, travel agents, beauty advisors and health practitioners.
One of the key questions a woman asks when she is making a purchasing decision is: How will this affect my family and others? She is seeking “advisors” who can bring a high level of expertise to a situation and give her new perspectives.
Women, who are constantly under extreme time pressure, easily become comfortable relying on the advisor’s recommendations without nearly as much due diligence they used during her initial search.
It is at this point that the difference between a male buyer and female shopper becomes obvious. Once she gets experience with the advisor’s competency and develops confidence that they are truly acting in her best interests and not just trying to sell more products, she becomes more open than a male customer to the advisor’s advice and recommendations.
Women actually seek out advice and welcome the opportunity to learn from someone with greater expertise compared to many men who resist being influenced by others.
Research reveals that men see this trait as compromising their autonomy and framing them as having lower authority.
This fact alone can increase sales for a business that understands how to genuinely give a women advice and help without patronizing or undermining.
If your strategy understand her needs and wants, she will take your advice and realise that you may perhaps know more than she does. This relieves her of the need to do all the research herself.
She will then begin to rely on your advice and trust you and your brand. And she will even go further by carrying this message to all her friends in real time and online.
Your job is to keep her trust and you will have her forever.