Details, details, details. They usually bore us men to tears or sleep. Here
are some details you won't cry or snooze over when you read. We are asleep at
the advertising and marketing switch if we ignore this freight train of information
about how women think and make decisions.
The five stages of the buying
process:
- Deciding to buy. Women ususally make the decision it's
time to buy.
- Research. Women "shop" the market for possibilities,
elimating the non-contenders.
- Purchase. Women ususally close the
sale alone (with exception of car purchases) by making the deal.
- Maintenance.
83% of household finances are handled by women. If they don't like the attitude,
treatment or "feel" of the company, they will fire the company.
- Referral.
Women are much more likely to provide referrals. In insurance, over the lifetime
of a customer, a woman provides on average 28 referrals, vs. 13 for men.
Did you catch the word women in each of the five stages above?
The points
are taken from an interview by Tom Peters with Martha Barletta, click
here author of "Marketing to Women."
This shouldn't be a shock, men,
but I want to remind you that women notice more things than men. As examples,
women notice the belt loop you missed when you got dressed, the look the clerk
at the hardware store gave to her, the tone of the teller at the bank. They also
notice the grime on the office entry door, the fact that the salesman directs
his sales pitch to the male in the couple and that car repair guy has no patience
to explain the problem.
Guys, here is the one thing that I want you to
notice.
Take a deep breath, focus and read the following sentence.
Women are the primary customers for your goods or services.
Wouldn't
it make sense to spend some time and money to do a better job marketing to them?
That doesn't mean we have to enroll in sensitivity school. (although
this might not be a bad idea)
It does not mean that we have to create
new products or services just for women.
Here is what you can do:
- Recognize and track your female customers who make 85 % of all household purchases.
- Refocus
your advertising and marketing efforts to women when appropriate.
- Reward
referrals since women's word of mouth endorsements will carry much credibility
to the listener. Track where the referrals come from and say thank you.
- A
small gesture of a hand written thank you or gift box of hand soap will create
a mountain of good will.
Guys, there is more material than
ever available on the web and in books and magazines on marketing to women . .
.pay attention, are you listening?. . . get the details working for you.
I help business owners create a three year vision for their businesses. Would
you like to know more? click
here
