How Women Decide

By Carol Campbell
Published on: May 12, 2017

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I used to speak at conferences, businesses and at CEDIA about “How To Sell To Women” – this was years ago when our CI channel had no inkling on what it took to convince her about what was going to go inside her house.  I thought a quick review might be in order, based on a conversation I had recently with a male colleague who asked my opinion on some features/benefits of a product they were thinking of bringing to market. And what women might think of the features and benefits. I told him that women aren’t as influenced by feature/benefits as men, they are influenced more about the simplicity of whether or not a given product will get the job done. Period. Let me expand on that.

Women buy differently. What’s important to women is who they buy from. They will buy from a business where they feel a sense of connectivity. They will buy from a business with a great reputation, and where they receive a stellar customer experience in every aspect.

Women also shop differently. Men like to buy. They will go into a store, and get what they need. Women like to shop. They are likely to shop on the Internet first, and even buy on the Internet. When in a store, they like to feel and touch the merchandise. They like to have choices. They also notice every little thing about your business, so make sure your company is “female friendly.” A man buys on a mission, and he’ll be in and out of the store within 30 minutes. If a man needs a new pair of black slacks, he’ll head right to the pants section and select his size. If the pants look good, he may even buy two pair so he doesn’t have to be bothered again.

A woman, on the other hand, shops to explore. Even if she knows she needs a new pair of slacks for work, she’ll walk into the store with an open mind about looking for professional attire. She’ll shop other merchandise, and if she likes what she sees she’ll leave with the store with a new pair of slacks, a dress, and a pair of shoes.

Men are more transactional by nature. They want to close the deal and be done with it. Women are relational. They want to feel a connection to you and your business. And, for most women, relationships and service trump product and price. Women are about getting things done and how a product will save time, solve a problem, improve an outcome. Connect personally and emotionally when you sell to a woman. A simple, “How can I help you today” goes a long way.

Women also communicate differently. One thing you already know is that they talk a lot more. So let them. When listening, men want facts and figures, features and benefits. Women want the complete story. Give it to them. Men are generally more focused on getting the best price, whereas women are more interested in learning about quality and getting the right product or service to suit their needs. Women research and ask questions – many questions. They need all information and details before they will close the deal.

Women think differently than men. Their brains are wired differently. Simply put, they are far more connected to their emotions than the majority of men. If you want to achieve success when selling to a female customer, trigger an emotion to gain their attention. Ask about what she is trying to accomplish with her purchase. Just be sure you are sincere and that sincerity comes through. Otherwise, a woman will easily see that you are simply “selling” and not “helping.”

Carol Campbell

Carol Campbell

Carol Campbell is the Managing Director of the Technology Insider Group, Publisher of Technology Designer Magazine, and Executive Director of the Women in Consumer Technology association. She is a publishing, marketing and women’s thought leadership executive with a history of offering outstanding presentation, communication and cross-cultural team management skills.

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