Nearly 30 million single women own their own homes in 2011. They spend 50% more on home improvements than men do. And women make decisions on 91% of all homes purchased, 94% on all home furnishings and 80% of all home-improvement projects.
Harvard Business Review calls this the “female economy”, Time magazine calls it the “sheconomy” . Whatever you call it, women are in a stronger position than ever to influence household spending.
Here are 7 things to remember when trying to persuade a woman
- The first impression is critical. Whether you’re at the showroom or a home, she will make a quick judgement on your dress. Made a good impression of your products in the showroom and pay attention to detail.
- Handshakes…she’s not looking to get her hand crushed! Just a firm hand shake that wouldn’t bruise a banana. Do not reach past her to shake her husband’s hand first (if she’ married) unless you have more work than you can handle.
- Women like eye contact, Men don’t notice…usually,
- Pay attention…it’s easy to launch into a pre-set pitch, but with women it’s best to start asking questions. What do you have in mind? What do you want to accomplish? Then be prepared for the STORY..we’re talkers.
- Listening…when she is talking – listen. When finished do a summary feed back. Pay attention to words she used . ex. TV room-then don’t say family room. A closet is a pantry if she calls it that!
- Options…women prefer someone to help them arrive at the right decision. Getting involved in creating the solution she will love the end result. If she says she wants to think about it, it generally means just that.
- Ask for referrals…Women are natural referral machines…they like to talk. Men do not generally. Make them happy with their purchase and they will tell friends, family and co-workers. Make them unhappy and they will tell everyone including strangers.
Being a women salesperson in this industry has been great. But it has changed dramatically over the years. I remember in the beginning ringing a doorbell and a woman or man answering and saying “Oh, I thought they were sending a man”
My response was always “Well this is your lucky day!”
Welcome to 2011
Ann Krogmeier, Window Replacement Consultant