Never underestimate the power of a woman. A woman has the natural gifts of persuasion and empathy. We can spot a ‘fake’ a mile away. (Salesmen beware.) A woman is flexible, with the ability to do many things at once. (Not texting while driving, of course.) Using strong interpersonal and organizational skills, women know how to lead and how to get things done. Women are ‘big picture’ thinkers. We like to talk, and yes…we like to shop. But, women do more than just “shop.” We are the buying power behind 85% of all consumer purchases including everything from healthcare to autos. Yet 59% of women feel misunderstood by food marketers, 66% feel misunderstood by health care marketers, 74% feel misunderstood by automotive marketers, 84% feel misunderstood by investment marketers, and 91% of women in one survey said that advertisers just don’t understand them!
Studies show that women control the research and evaluation stages of purchasing. We present our preferred options as discussion points, even to a purchase which is to be made by our husbands, children, friends, etc. Women are using their rapidly increasing spending power to impel changes in the way companies operate. Read more. Today, 70% of new businesses are started by women. Women are the information filter and the gateway to the family pocketbook. Retailers who want to sell more should understand how to better engage with women.
According to a recent study by Nielsen called, “Women of Tomorrow,” there are some key points to keep in mind.
- Invest in her tomorrow.
- Ease her worry.
- Giver her back time.
- Earn her trust.
- Connect to the bigger picture.