Picture this: A company that consists of all men creating a product for women.
Do you see a big disconnect here?
Women are massive decision-makers when it comes to consumer-purchasing and here are large consumer companies creating these products when they don’t even have women in their marketing or management teams. As a result, they don’t have a clear picture of who their audience is because they’re not represented.
As salespersons, you need to understand that women are not all the same. They all have different roles to play and needs which you need to tailor to. So pay attention!
Liz O’Donnell is just the perfect guest for today’s episode as we talk about the importance of women in the business scene, the principles of selling to women, and understanding the demographic. By day, Liz is the head of the digital practice for a public relations firm working with big brands, startups, consumer companies, and B2B companies. By night, Liz lives out her passion for writing. Imprinting on the blogging world since 2009, Liz manages a blog called Hello Ladies that tackles issues women should know about and helps them balance their crazy lives.
Today, Liz talks about the importance of women in the sales industry as well as the importance of understanding the roles of women and their needs.
Here are the highlights of my conversation with Liz:
Getting to know Liz:
- Working at a public relations firm by day
- Running her own blog, Hello Ladies
- Writing her book, Mogul, Mom, $ Maid: The Balancing Act of the Modern Woman
Understanding the demographic of selling to women and their needs:
- Women are making 80-90% of all consumer-purchasing decisions.
- Many big consumer companies don’t have women in the marketing sales or management team
- Women are not being represented in companies
Selling to women vs. selling to men
- Where are your customers at? Roles are more important than gender.
- Generally speaking:
- Men like to be presented with data and facts.
- Women look for a connection, the narrative piece, and how it ties into the story of their life
Strategies when approaching female executives:
- They are informed customers.
- Don’t sell to them like you sell to retired women
- Roles are more important than gender
How salespeople can better understand these roles:
- Listen and read the situation.
- Recognize people who are an “easy sale” and close
On women selling to women:
- The potential for a connection
- “Make sure you don’t assume the woman you’re selling to is the woman you are.”
- Get straight down to the individual and connect.
Sales that tailor to the women’s needs:
- Take time to understand how they live or how they prioritize aesthetics vs. durability
Flirting as a way to connect:
- Feeling appreciated but not to the point of crossing the line
Liz’s Major Takeaway:
Not all women are mothers. Not all women are the same. Understand their roles and needs.
Current projects Liz’s working on:
Focus on women balancing their careers with their aging parents
Her next book is about catering to not only the aging but also for the people caring for them
Get connected with Liz at www.helloladies.com
Liz’ blog: Hello Ladies