What do women want?

So, what mainly do women talk about?

How about how they feel about things in general. Conversations that involve emotions are the ones that bind women together throughout their entire lives. Women energetically seek out the advice of friends and family members for help with their problems and as a way of connecting with one another. Women actually feel powerful when they can give out advice and help others with their problems.

Women will actually tell you what they want in their story (what men call yakking) are you listening? She will explain in great detail what she needs your product or service to do. Are you listening?

Women hold very little back, they share everything and it’s expressed in an emotion, are you listening?

The difference between male and female communication styles are easy to see when you look for them. In male culture, the entire world is a stage in which men compete for women, success, and victory. In women’s culture, the entire world is a community, where people connect with one another to help one another realize their potential inside, and to make life happier for everyone.

  • Disclosing vulnerability can connect salespeople to their women customers. Saying something likeI remember the first time I installed this software program, I found it confusing, too” can immediately make a woman feel comfortable. This is the reassurance style of communication that women use with each other in conversation.

Women are the thank you people of this world. You can bet they notice when a thank-you has been given to them. They prepared to give their business to the companies that demonstrate appreciation for it, and in return they are more likely to talk about you with their friends and colleagues.

Women enjoy the details of any story; men prefer the headline and summary.  Men are interested in how things work, and women are interested in what something will do for them.  Rather than wonder about the actual cubic feet of a freezer, a women will ask “can I fit a frozen pizza in it?”

Women want to feel indispensable – they enjoy being the bearer of news that may help improve the lives of friends or family in some small way.  Notice that if you complement a woman’s outfit, her first response often will be the name of the store in which she bought it. This is her shorthand way of telling someone how she also can get the same look as well.

  • Lead with the practical benefits of how something works

Women are interested in the practical applications and the broader context of the purchase. Talk to them about how they are going to use it, and how it will affect the other people in their lives.  Don’t promote the technical aspects, such as the coil count of the mattress, talk about perspective: “Spending money on a great sofa bed like this means you can transition a guest room into an office, and your guest will still be comfortable” Now that’s practical!

  • Use stories to bring your service to life

Women respond to stories more that they do to just product information.  In fact, you notice that women will often answer questions with a story.  This is a great technique for marketing.  Tell a story of how other people have used your product or service, or paint the picture of a scenario in which women could picture themselves using your product.

Women want you to provide some form of entertainment for her children while she’s shopping, she will be entirely grateful: if you provide a seat for her husband to sit down while she’s trying on clothes, she will be relieved and she will never forget it. How can you make her experience and time in your store as pleasing as possible?

  • Avoid vulgar language and foul language.

As the keeper of social harmony, women don’t view the world as a place full of potential enemies, mutants, and evil combatants.

The best way to relate to mothers in advertising, for example, respondents ranked the following as the best techniques:

  1. Depict a women having fun with her kids
  2. Show her multi-tasking
  3. Make her laugh

How could your company help busy working mothers?

  • Working moms need services, not only products

With working women, customer service could be your most compelling advantage. It all comes down to that little four-letter word: help.

No matter what your business, there’s room to improve your customer service. What can you do to ensure that your product or service helps women in a way that goes beyond their expectations? How can you maximize their efficiency and make them feel smarter by choosing your company?

  • Working women need extended hours and delivery options

Women say they find themselves looking longingly in store windows, knowing they don’t have the time during workdays to shop in your store. Extended hours can provide busy women the incentive they need to stop what they’re doing during the day and pay attention to your brand. However, if the store opened a few hours earlier in the morning, or stayed open late, she just might find the time to go inside.

Delivery options in all kinds of categories can find a receptive audience with busy women.

Being kid friendly can offer a major competitive advantage. Having wide parking slots to open a car door and remove Joey from his car seat without hitting the car parked next to you, is a great advantage. What kind of entertainment is waiting for them once inside the store?

Research shows that working mothers often do their big weekly grocery shopping on Sunday afternoons, which is a bad day of the week to buy fresh foods, since there are typically few store deliveries on that day. It’s easy to see why online shopping has such huge appeal for working women.

In many ways, traditional businesses have yet to catch up to the activity patterns of working women. This means there’s an opportunity to create all kinds of helpful offerings to accommodate their time and convenience issues.

Generally speaking, women are drawn to products and services that make them feel like they’re are making the world better in some small way. Research shows that both cause marketing and “green” campaigns find their strongest audience in women. Even small efforts – such as supporting local organizations in your own community – can have a big impact on women’s perception of your brand.

Because women think people are fascinating, they’re drawn to images and descriptions of people in marketing materials. People who are quirky and honest and who don’t pretend to be perfect find a welcoming audience with women.

When women seek help, they’ll zero in on their most credible sources for advice, from girlfriends, mothers, and pediatricians to their favorite magazine, website, blogs, and TV shows. Women’s tendency to ask people for product advice comes both from a lack of time and from the importance placed on third-party creditability.

Women constantly have their antennae out for tips and advice and are happy when someone they trust has done the product research for them, whether it’s a neighbor with a recommendation for a contractor, a magazine editor with a top-ten list, or a friend on Facebook who’s just become a fan of a cool new brand.

Third – party credibility is powerful with women. The least credible source cited in the study was corporate or product advertising.

Whenever you can, be specific about why something is priced the way it is, and demonstrate good, better, and best options to give your prospect the choice. Most important, bring up the price yourself, before she has to ask.

When she says “I need to think about it, she does”

It’s shocking how many sales people don’t follow up with a potential female buyer once she has uttered the words “I’ll need to think about it.” Men often believe this comment is code for “I’m not interested.”This is a mistake. Women put a lot of pressure on themselves to get a purchase right. They’ll want to go home and talk about it with the people closest to them. They’ll want to conduct more research on your product or company. They might want more time to consider the purchase away from you, without any pressure. Most likely, they will be impressed if you actually contact them to follow-up. Women want to buy from someone who values their business. Following up after a sale call is one of the best and easiest ways to demonstrate that you do care.

Sell help not a product

Selling a product is one thing; sell yourself is quite another. Selling yourself successfully requires both. The most important thing to remember when selling to women is this: no matter what your product or service, you’re only really selling one thing, and that’s help. If what you’re offering doesn’t enhance her life, her work, or her family life, then you’re wasting her time and probably your own, too. So forget about the specifics of what you’re selling, and reframe it in your mind as selling help.

When you take care of your customers, the business takes care of itself.

A Female Brain

By: Fay B. Castro

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