While women have made inroads towards more influence in management at many major companies, selling is still a male-dominated profession … until now. With women making most if not all of the major purchasing decisions for both themselves and their families, women are the ones in control of spending.
And women want to buy from other women. Why? Because when women make purchasing decisions, they require a high level of trust. And women trust other women … which means, the future of sales is female.
But, historically women haven’t always achieved top-seller status to out-perform their male co-workers. Sure, there are many women that excel in selling, but for the most part, the cut-throat environment of traditional sales leaves women feeling unfulfilled and uninspired. However, as selling evolves into a role of serving or problem-solving, and manipulating a customer gives way towards creating lasting relationships with clients, women are poised to lead the way for 3 reasons …
Women are natural influencers. Let’s face it, women love to spread the word. Whether it’s telling everyone about the best place to get a latte, or informing about where customer service was not up to their standards, women want to share these experiences with their friends, family, and … anyone they meet. We want to help each other out. We’re all trying to save time and money all while living our best lives and that takes communication and learning from others. We, as busy women, simply don’t have time to process all of the information thrown at us each day. If we can get recommendations or help from friends, then that makes it easier for us to decide where to shop or spend our hard-earned money.
What does this mean for your business? Damn, well you better be f-cking awesome! Since businesses are built on the support of existing clients and new prospects which include referrals from your raving fans, your business has to be relevant and most important—consistent in how it interacts with customers or clients.
Women listen. Women are great listeners and listening leads to problem-solving. We’ve all had the experience of wanting to buy something, and a salesperson not listening to us and trying to get us to buy something else—basically what we don’t want. So frustrating! And then you leave having wasted time and you still have to figure out how you’re going to find what you’re looking for in the first place. Double frustrating! Is it cocktail time yet? I mean, because all I want to do is rant about this recent bad experience—so no one else has to go through what I just did—circling back to the natural influencer idea!
Since most purchases seek to solve a problem experienced by the buyer, listening is key to ensuring that your business will continue to grow. The future of sales is all about creating lasting relationships and we all know the basis of a great relationship relies on trust, respect, and the ability to listen. If you don’t already have great women employed at your business to listen to your clients and help solve their problems, you better start hiring some now.
Women aren’t afraid to hustle. That’s right—women aren’t concerned with putting in extra effort to create value. We go above and beyond for what we care about … think work presentations, birthdays, special occasions, or even everyday meals and experiences for friends and family. If it’s important to us, we do our best to ensure that every “i” is dotted and every “t” is crossed. We’re always thinking about how to do more.
Translated into business, extra hustle means extra revenues. If your business maintains a culture of going above and beyond for your clients, they’ll remain loyal and you’ll be able to forecast continued sales growth.
If you haven’t already started adapting your sales process to accommodate the ever-increasing purchasing power of women, you need to start now—including hiring a great team of women to take care of serving your clients. Since women want to buy from other women … the future of sales is female and your business must be ready.
Check out my book, She’s On Her Toes, and learn how I created a hiring process to only attract the right candidates for my business. I also have a 52-page workbook that you can use (even if you don’t read the book) to help you get started creating your own hiring process. Download the workbook here.