| Marketing to Women | | Print | |
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Whether you are just starting a program aimed at women customers, expanding one you already have, or are happy with the results you are getting from your current strategies, it is a good policy to annually re-examine your plans and budgets and fine-tune them to the changing demographics of women consumers. Here are 10 tips to help your marketing efforts: 1. Pay attention to what women tell you. Ask open-ended questions and listen carefully to the answers. 2. Train your staff to be professional and knowledgeable and to deal will ALL customers with integrity. 3. Build rapport and trust. Then ask for referrals. 4. Be more concerned with her worth as a lifelong customer than just her transaction today. 5. Appreciate and value women as customers, and let them know you do. 6. Treat women fairly. Little things are often big things to women. 7. Over-deliver and under-promise. Provide exceptional customer service. 8. Be sincere, not too aggressive or pushy. 9. Realize that women today are savvy, informed shoppers with money. 10. If your product isn't primarily sold in the shops (e.g., electronics, cars, office furniture and supplies, etc.) know that if a women is in your store she plans to make a purchase. She is not there to kill time. If you don't make the sale, your competition will. To Ensure Success Focusing on this diverse, valuable consumer just makes good business sense. While budgets are a part of the business world, don't just think of the cost to implement the program, but also about the lost revenue if you don't. There is no doubt that if you don't concentrate some of your efforts and resources on this crucial market segment, you will lose market share and revenue. In summary, there are four things to keep in mind when developing marketing and sales programs designed to appeal to women:
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