Although they represent half of the population, women are the primary decision-makers in most American households. According to the Yankelovich Monitor, women make 85% of all consumer purchases, including new homes, computers, vacations, healthcare, and food. Although many households have both partners working, women spend 80% of the combined income.
So, ignoring women customers can be detrimental to your bottom line. But before you try to target them, here are 10 essential tips to always keep in mind:
1) Be honest
Making your product pink or pretty isn't going to win over the ladies, says Lisa Johnson, CEO of
Reach Group Consulting
. Unless it has something to do with their bodies and biology, don't try using that line.
2) Be on message
What's important to women in a product? Quality, consistency, design, how it saves time, among other traits. But the most essential: how will it benefit them?
3) Reflect your audience
Greg Alexander, CEO of strategic sales advisory firm
Sales Benchmark Index
, recommends that if you are selling mostly to women, you should have a predominately female sales force.
"When you understand the demographic of the buyer, then to the extent that you can match that in the seller, your chances go up. So if your buyers are 70% women, then 70% of your sales force should be women."
4) No pressure
Push too aggressively for the sale, and you'll turn off your female audience, warn the experts. Women clients want to feel like the sales relationship is collaborative.