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How To Market To Women
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Article 4: Her Decision-Making Process
When it comes to decision-making, you need to accommodate a woman’s style. And it’s not the same as a man’s.
Men tend to follow a relatively linear decision process, from awareness of a need or product to investigation to purchase. They eliminate data as they proceed. Women continue to accumulate data from multiple sources, including friends, trusted experts and salespeople.
Women’s decision-making process has been described as spiral, encompassing hard data such as product information as well as emotional responses to the retail environment, customer service, word-of-mouth and other sources of input. Women absorb more impressions along the way, and they often care more about subtle negatives that many men would ignore (e.g., a messy waiting room, an indifferent sales clerk, a demeaning advertisement).
Once a woman is ready to stop looking and learning, she’ll let you know, and she doesn’t respond well to pressure to close the sale. Listen to what she has to say. Answer her questions, but don’t push.
Because women want extensive information before making a decision, make sure your Web site offers full details about your products, services and company. Chances are good she’ll visit your site for background before walking into your office.
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