Winning Her Business
How to Transform the Customer Experience for the World’s Most Powerful Consumers
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- $6.99
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- $6.99
Publisher Description
Bridget Brennan, CEO of Female Factor, shows readers how to win sales and grow market share by creating a customer experience that appeals to the most powerful consumers: women.
When people think about the world’s growth markets, they often envision countries like China and India. Yet they miss the largest one right here at home, no matter where you call home: women. With women driving 70 to 80 percent of consumer spending, it would seem an obvious strategy to learn how best to appeal to this continually expanding market. Common sense? Yes. Common practice? No.
In Winning Her Business, Bridget Brennan, advisor to some of the world’s biggest brands and businesses, provides a roadmap for selling in a world dominated by the rise of women’s economic power. Brennan introduces The Four Motivators® Framework, which shows how every company can help customers feel:
connected to them, their brand, and their business,inspired to buy from them specifically,confident in their buying decisions, andappreciated for their business.
Showcasing best practices from brands as diverse as Lexus, Sephora, Allstate and the Minnesota Vikings NFL team, Winning Her Business offers invaluable insights into women as consumers and shows that almost all businesses have an opportunity to create an inclusive customer experience that inspires increased sales, referrals, and repeat business.
PUBLISHERS WEEKLY
Brennan (Why She Buys), CEO of the consultancy firm Female Factor, issues an earnest, albeit insubstantial, primer on selling to female customers. She sets the stage by noting that women control the majority of global consumer spending. "Earning their business is the key to winning in the modern economy," Brennan writes, but outdated stereotypes mean companies are too often unprepared to offer effective service; instead, female consumers are treated disrespectfully, objectified, or ignored in favor of male shopping partners, according to stories Brennan has heard from "countless women" in her role as a "researcher on women's buying decisions." So how can sales professionals reach this sought-after market segment? Brennan provides tips and ideas for how to take action, loosely organized under her "Four Motivators Framework": ensuring that one's organization connects with, inspires, instills confidence in, and shows appreciation for customers. Unfortunately, too many of Brennan's tips prove simplistic and superficial, including the patronizing suggestion to understand the female brain by reading a book any book at all by a woman (Brennan recommends Tina Fey's Bossypants). The result comes across more as an exercise in brand extension than as the transformative business guide the title promises.
