If you want to make points with women then change your décor. The dark wood conference tables with black leather high back chairs doesn’t do it for women. Taking charge of their financial affairs is such an uncomfortable aspect for many women just getting them in for a meeting is a challenge. But then they are ushered into a dark room set up like a corporate board room, not exactly conducive to getting the women to relax.
I recently visited an office of a financial advisory firm that is making great strides in their desire to capture the women’s market in their community. They have developed their unique name and brand. They have designed their website and brochures and are teaching classes for women at a local college. In my book The Keys to the Ladies Room, they are doing everything right until the woman walks through the door for an appointment.
In my tour of their facilities I saw they had two conference rooms, the larger room with the long boardroom table and the smaller room with an oval table that seats maybe 6. I told them if you want to make this work and really get the women to commit to working with you then redecorate that 2nd conference room and make it totally female.
Pam Pickens at Morgan Stanley in Newport Beach California redecorated her traditional Smith Barney office adding a beautiful white marble desk, antique white credenza, a client chair upholstered in an animal print with 4 beautiful chairs around a small glass table. Her female clients LOVE it and feel right at home. Here’s what’s funny, after her office was completed the male advisors would walk by and say nothing and the women in the office would peak in the door and whisper “I LOVE your office!”
Think about it, a woman walks into your office, will she feel warm and fuzzy or uptight and uncomfortable?