Marketing to women is the key to future growth. While advisors all over the country are looking for ways to tap into this lucrative market their ‘number one hurdle to success’ is the fear that they may alienate the men.  

Hands down, whether I am coaching a male or female advisor inevitably the underlying resistance comes from the fear of how men will respond to their female focused marketing.  The assumption is that men will be offended and leave taking their assets and business with them, but that couldn’t be further from the truth.  

When you begin to focus on women MEN will become your greatest source of referrals.  

Consider the following scenario: You are a successful executive by the name of John with a wonderful wife Helen and a bushel of kids.  You both work hard to provide for your family.  One day you come home from work and your wife shares:

“John guess what? I learned how to change the oil in the car today!!”  

John with a quizzical look responds “Really?!”

“Yes, I went to this workshop with Joan about “Caring for Cars; A women’s guide to mechanics”. It was taught by this great guy Mike the Mechanic. I thought it was going to be totally boring but he made it fun, taught us a lot and all the women felt great when they left.”

“Wow” John says “That’s great honey”

“In fact next week he is hosting a workshop on how to properly maintain your car to prevent mechanical problems I’m planning to go.”

John is totally stunned, he spent years trying to get his wife to do regular oil changes, rotate the tires, do regular maintenance but she showed absolutely no interest. And here she was learning from Mike the Mechanic.

“Helen that’s fabulous I’m proud of you, keep it up.”

Helen continues “In fact John, I’ve been meaning to get the air conditioner fixed and thought instead of taking it to Pepi’s Car repair where we have always taken our cars, I was thinking of taking it to Mike Mechanic, I know he will explain it to me in a way that I understand. Are you OK with that?”  Johns thinking to himself, (I’ve been trying to get her to do this for months.)

“Absolutely Helen I think that is a great idea” John is cheering inside knowing his wife will be safer on the road having a better understanding of potential car problems and issues.

“John you know what I like about Mike?  I trust him, all the other mechanics always made me feel so stupid talking in “mechanic” language like I understood what they were talking about. In fact before I always wondered if I was being taken advantage of but I didn’t’ know there were any other options until now. Because Mike helps me understand things so well I feel I can trust him.”

“In fact I’m going to tell our whole neighborhood about Mike Mechanic and encourage all the women to join me at his next Mechanic workshop.”  

A few questions to ask yourself:

• So, as a man would you be offended if your mechanic focused on educating women?

• Would you encourage or discourage her desire to learn?

• Would you (without her urging) consider using Mike Mechanic the next time you needed car repairs?

This same story could easily apply to a Financial Advisors, women’s attitudes and experiences are not that far from their experience with mechanics.

Most men want the women in their life more engaged in the financial affairs, many have encouraged and even prodded these women to become more involved but it only caused strife and conflict sometimes pushing the women even further away.  

As an advisor when you can connect and communicate with women in a way they understand. When you provide learning events that are fun and educational, when you can prove to women that they are important and you WANT them to understand the decisions you make you will earn their respect, appreciation and loyalty while appealing to the men’s desire to protect and care for the important women in their life.  

You too can become Mike the Mechanic to the women in your community. With my new Power Coaching program we will refine your focus and marketing message to inspire women and attract new clients of both genders. We are only accepting 5 Power Coaching Clients, to be considered for this 1-on-1 coaching program click here.