Insights on Selling to Women
By Valerie Otto

• A woman buys with both her head and her heart. She wants detailed information about product benefits and ingredients, and she is also looking for a pleasurable experience.
• Women respond to convenience. The biggest complaint women have is that they never have enough time. Their responsibilities leave them feeling rushed and pressured a lot of their day. If you save them five minutes, they'll be singing your praise all day.
• Women can see right through any standard sales pitch. In general, they respond to a Dale Carnegie rule that says, "People want to know how much you care before they care about how much you know."
• Women often buy from the periphery. Starbucks is a perfect example of how to take advantage of this. Notice how their stores have CDs on the counter; the coffee company knows women like music but won't usually take the time to actively purchase any.
• Women care about whom they buy from. They will pay up to 20 percent more for a product or visit a store if they feel that the business owner is trying to make the world or the community a better place.

If you sell to these characteristics and attend to a woman's style of buying, she will return more frequently to your store as opposed to others because it's a better experience for her