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August 30, 2006
The Importance of Detail . Have you ever gone shopping with the opposite sex? Have you noticed that men and women tend to shop differently? Men seem to place more importance on achieving their shopping objectives as 'efficiently' as possible, whereas women tend to make their decisions in a broader context. Instead of being satisfied simply with "Does this solve the problem?", research shows that women tend to consider additional criteria: "Is this product going to be easy to use?"; "Will I have to wait on hold with customer service?"; "How do I know this is the perfect decision?", and "Have I fully considered all the options?". Whether you are in retail sales or professional services, you can increase business by leveraging this concept. Let Majority Marketing show you how...
Majority Marketing TIP : To shorten your sales cycle and increase closing rates, develop an understanding of her purchasing process and decision criteria. Remember it may be more detailed than her male counterpart. Pay particular attention to the questions your female clients regularly ask. Realize that women often ask about details that you may not perceive as important. Make sure you respond thoroughly to those questions. If you want her business, details do matter. Consider suggesting questions that help her compare options such as: "you might want to ask me about our customer service policy", or "may I help you by pointing out some differences between us and the competition?". Help her feel that she's making a 'perfect' decision by differentiating your product not just by size, power, and features, but also by how the product will fit into her day-to-day life after she purchases it. Remember that you will be more likely to shorten the sales cycle and gain her trust by demonstrating that you are supporting her in making a decision in a broader context, rather than just trying to 'efficiently' get her to the 'objective'.
Best wishes for your continued success. Contact Majority Marketing to learn about Sales Audit Services that ensure your staff is addressing the details that matter to women, or to learn more about our other training, speaking, and consulting services to strategically grow your business. That's what we're here for!
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