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, and
- appreciated 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.
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About the Author
In her work at Female Factor, Brennan developed a sales training program that has been implemented successfully at major companies throughout the United States. Based in Chicago, she is a sought-after presenter at conferences and industry events around the world. Learn more about her at www.bridgetbrennan.com.
Table of Contents
Chapter 1 Your Biggest Growth Market Is Already Here 1
Chapter 2 What Selling Looks Like Now 13
Chapter 3 The Four Motivators Framework 23
Chapter 4 Motivator #1: Connected: Create an Emotional Connection with Your Customers 43
Chapter 5 Motivator #2: Inspired: Inspire Your Customers to Do Business with You 77
Chapter 6 Motivator #3: Confident: Instill Customers' Confidence in You and Your Products 101
Chapter 7 Motivator #4: Appreciated: Make Your Customers Feel Appreciated for Their Business 125
Chapter 8 Top Trends Driving Women's Buying Patterns: A Road Map to Exceeding Customer Expectations 143
Chapter 9 Your Monday Morning Action Plan 175
About the Author 199