The first step is to win her business but your job is far from done, now you need to take exceptional efforts to turn your new female client into your most loyal raving fan:
OK I have to vent, every month I send money into our accounts. This is money I earned from building my business and while I like the fact that our advisor emails me to let me know it was received (this saves me time and worry) he ALWAYS says “Just wanted to let you know we received John’s money.” What does he think the only earner is John, that is so annoying!!! I should say something but I won’t, it’s not worth it. The accounts are growing and that is what’s important right? Hmmmm Feeling happy, NOT…
Our financial advisor called today and after asking how I was he immediately asked for John. Then he and John proceeded to talk about our investments. I told John how much this bothers me (I’ve been telling him for 10 years now) but he just says “Hey he is doing a good job with the money, and isn’t that why we decided to work with him?” When I disagreed he just said “Your being to sensitive.” I hate it when he says that. But I guess he is right he is managing the money well but I really don’t like it. If I had more time I would deal with this but there is just too much to do. Maybe I should just let the two of them handle it, not sure why I’m getting so stressed about it. Feeling frustrated…
John spent the day at a big sporting event with our financial advisor. I never get to see him and then he spends the whole day with our advisor, are you kidding me. And I’m home driving the kids and cleaning after a full week of work myself, what’s wrong with this picture. And then he comes home exhausted and all he has to say is “Our portfolio is doing well”, just great! Feeling totally disconnected…
1. Women are relationship driven; While performance is important to women how you develop a relationship with her can often be more important. Never rush off the phone with a woman in order to speak with the husband. Finds areas of commonalities, remember details of the woman’s life in order to create more conversation and develop the relationship further.
2. Engage her from the Start: Make it a common policy that you want both parties engaged in the conversations and decision making process. From the start let your prospects know why you feel it is important that both parties are involved with every decision and that you want both parties to be clear and confident with the decisions you make. This will allow you to feel more comfortable reaching out to the woman and asking for her opinion even when you have already received approval from the man in her life.
3. Make her Feel Special; Women do not wanted to be treated as just a number or customer, they want to like you and want you to like and respect them. Make a point of sending the woman a birthday gift or a random gift for another important day in her life, or simply call to share a personal story or to ask about an important event in her life. This personal touch will go a long way in terms of referrals and loyalty.
4. Invite them Both; If you have an opportunity to invite the husband to a special event be sure and find an event that the woman would enjoy as well or invite the couple and include your own spouse to make it a foursome. This may not always be easy but where there is a will there is a way.
If you recognize the powerful impact these key points can bring women to your practice then consider attending one of my upcoming Keys to the Ladies Room Live workshop.