Female Supremacy Articles - Page 11

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This leads, however, to the first don’t in marketing to women. “Whatever you do, please don’t just write a check!” admonishes Grossman. “One corporation was a very large sponsor of NAWBO and were offering something special to NAWBO members. So they put together a marketing packet and set it out. The packet had a long cover letter, which mentioned at the end that there was a special offer for members. They used the same marketing materials they use all the time and they did not target them to a female audience. The whole campaign was essentially a wash because they didn’t want to take the time to do it right.”

Lessons to learn from this Fortune 500: Take your time to make your partnership with the organization work for you, get to know their real needs and make sure you craft the piece specifically to address what is important to them. Remember that B2B is not the same as B2Women in all areas. Women are more apt to want to be educated about the offered product or service and are inclined to be patient when buying.

There are four things a woman purchaser is more apt to require during the sales process than her male counterpart:

•More detailed information.

•Specific pricing quotes, including tax and service contracts.

•References (A woman is twice as likely as a man to check references.)

•Return policies and guarantees.

Women Take More Chances