As Mary Lou Quinlan puts it in “Just Ask a Woman” (John Wiley, 2003), “Women are natural bonders, easily sharing the most personal feelings, even if they just met. Women like to share what is on their minds, particularly if it is a problem.”
For this reason, many marketing gurus recommend creating an expert panel of women to be consulted about every aspect of your business, whether you’re launching a new service or redesigning your lobby or your logo. Let them tell you about their lives and what kinds of products or services would solve their problems. Above all, listen to them and show that you take their concerns seriously.
You can use your panel to:
Critique your Web site, brochures, ads, store or office, and customer service
Serve as mystery shoppers who can assess how responsive your employees are in person and on the phone
Analyze competitors and what they’re doing well and badly
Give input at all stages of new product development
Reward their assistance with discounts, coupons and thank-you notes or gifts. Stay in touch with them at least quarterly. Encourage them to talk about great products and services they’ve discovered and why they’re superior. Nurture the relationship by letting them know how their ideas are changing the way you do business.
