Other Books by Connie
10 Ways to STANDOUT From the Crowd: How to Out-Think and
Out-Perform the Competition
Life Would Be Easy If It Weren't for Other People
Make a Fortune Selling to Women / Selling to Men
Texting Harry
Redefining Happiness: A Powerhouse Mindset for Success
(eBook Only)
"The Best of Connie Podesta" Audio CD
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Made For Success Publishing
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Copyright © 2012, 2016 Connie Podesta
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Distributed by Made For Success Publishing
Second Printing
Library of Congress Cataloging-in-Publication data
Podesta, Connie
Make a Fortune Selling to Women
p. cm.
eBook ISBN: 9781613391648
ISBN: 9781613397701
LCCN: 2015910894
Printed in the United States of America
For further information contact Made For Success Publishing
+14255266480 or email [email protected]
CONTENTS
Leveraging Today’s Buying Majority
Women, Sales, And Social Media
Deal Breaker #1 She Doesn’t Want To Play The Game
Deal Breaker #2 She Doesn’t Think You View Her as a Legitimate Decision-Maker
Deal Breaker #3 She Doesn’t Like You
Deal Breaker #4 She Doesn’t Trust You
Deal Breaker #5 She Doesn’t Think You’re The Right Person For The Job
Turn Those Deal Breakers Into Deal Makers
LEVERAGING TODAY’S BUYING MAJORITY
Why is it important to learn how to sell to women?
Let me ask you. Do you want increased sales? More money? More customers? More word-of-mouth marketing? More success in business? Then get on board. Because that is exactly what women can bring to the table for you. Bottom line: women influence 85 percent of all buying decisions. (How’s that for a majority?) En masse, they are an absolute powerhouse market for you. They have money, and they are willing and able to spend it. Your goal? Get them to CHOOSE to spend it with you!
The real deal today is, not only do women now control their finances directly, they are also purchasing products and services that were historically purchased by men. You’ll see more and more women at garages, golf shops, and hardware stores, as well as making major buying decisions in industries such as agriculture, technology, finance, insurance, and real estate. (Hello? One of the fastest trending demographics in the real estate industry in recent years has been SINGLE WOMEN!)
In other words: women are buying-machines— buying-machines with feelings! And if you want to be successful in sales, you’d better be able to figure them out. Let’s start with an interesting fact about sales that may change everything for you.
I have interviewed hundreds of salespeople and asked them to tell me why they believe they aren’t able to close more deals, make higher sales, or sign more customers. Here are the top five reasons they gave me. See if any sound familiar.
The economy
The price
The product
The territory
Lack of marketing
So I took the next step and interviewed hundreds of customers, asking them what made them walk away from a deal. Guess what? For the most part, men answered with variations of the five reasons above: “The price was too high,” “It’s not what I was looking for,” or “Money is tight, and I have to cut back.” But—and here is why the book is so important—the women responded quite differently. Very few women said price, or product, or poor advertising. What sent women fleeing to the competitor was more personal…
She didn’t LIKE the process. She didn’t LIKE the atmosphere. Or by far the leading reason: she didn’t LIKE the SALESPERSON. Women told me they would literally walk away and drive farther, pay more, and be inconvenienced in order to achieve a better experience, or work with a different salesperson. WOW!
So what ELSE did these interviews tell us?
Well, first: men are most often “results” buyers. They are focused on the transaction and the end results. Although they are engaged in the process of the sale, they are more forgiving (or may not even notice) if the experience isn’t everything they expected, as long as they believe they are getting exactly what they want. When they do focus on the process, it is in terms of the results—how they can get what they want for less, or with more, or faster.
Secondly, it showed that women are mainly “experience” buyers. They look at the process of a sale in its entirety and are engaged in each step along the way. They can be easily dissuaded from continuing the process at any point if they see signs that something is wrong (especially if these signs come from the salesperson). Each stage of the process is being judged and evaluated. They maintain a long-term focus, and the results are important primarily in the context of the entire experience.
Am I saying that all women buy alike and all men buy alike? Of course