Sales Strategy
Selling to Women: What Motivates Me to Buy! | October 28, 2015 (1 comment)
Miami, FL—Selling to women online is something every business owner needs to consider.
It is said that women make 85% of the buying decisions. This is a massive market segment that you simply cannot ignore or just hope to please. It is an important aspect of online marketing.
With more than 94% of these women having access to the Internet, it becomes clear that you need to appeal to women if you want them to buy from you. In fact, some people believe that even if you want a man to buy what you have to offer, you should first appeal to the women in their lives.
20% of women shop online at least once daily, making them the majority of online shoppers. Most women are using mobile devices to access information that helps them make purchasing decisions. With over 70% of new businesses being started by women, and many of these being online businesses, it’s important for your business to understand the market.
When selling to women, make them feel special. Women are special, so it’s important for you to make them feel that way. Most women report to feeling completely misunderstood by companies. So imagine the advantage will have if you make them feel “more than special”. Doing this should take you down the path to your exact particular target audience.
Appeal to mothers. Most women are mothers or will be mothers or have a mother. If you can appeal to the mother in women, you can create a powerful urge for them to purchase from you.
Show that you care about the environment. Women are more environmentally aware today than ever before. If there are two similar products, and one is more environmentally friendly than the other, they’ll be more likely to purchase the environmentally friendly model.
Support women’s causes. Quite a few jewelers I know understand this and truly embrace women’s causes in their community. Study your particular audience to find out what causes they care about. Giving 10% of your profits to a cause that the women in your audience care about will encourage them to buy.
Acknowledge that women love sports. There is a misconception that women do not like sports, but that’s just not true. They love sports almost equally to men. Women also like staying fit by walking, running, going to the gym and playing sports.
Be a socially responsible company. Take pride in supporting social causes, because like the environment these are things that a lot of women care about. They want to buy things from companies that share their values.
Create responsive website design. This is very important for the jewelry industry! Responsive design means that your website can detect the kind of device the user has—desktop or laptop, tablet, or smartphone—and automatically brings up the version of your site designed for that kind of device. Women (and men!) use many devices to access the Internet, so no matter which type of device they use to access your information, you want your site to put its best face forward. If your website doesn’t feature responsive design, contact your web master to discuss installing it.
Women are technologically advanced, spending more time online than men, and using more types of devices to access the Internet than men. They tend to buy using whatever device they are using at the time. They want immediate gratification, or they are so busy that they just want it to get it done. Women buy at their computer, from their mobile devices, as well as in person using their devices to research beforehand.
Don’t underestimate women’s intelligence, their autonomy, or their knowledge of social responsibility and the world outside of men. Further, research your audience. If the main criteria for your audience are women, you still have a subset of women that you need to learn about and know.
Here are some statistics:
- Earning Power: The average American woman is expected to earn more than the average American male by 2028, and women control more than 60% of all personal wealth in the U.S.
- Spending Power: Women account for 85% of all consumer purchases, including everything from autos to health care.
- Mom Power: Moms represent a $2.4 trillion market. 55% of active (daily) social media moms said they made their purchase because of a recommendation from a personal review blog.
- Women Online: 78% of women in the US use the Internet for product information before making a purchase; 33% research products and services on-line before buying offline, and 92% pass along information about deals or finds to others.
Hear us ROAR!
--Andie
Andie Weinman, president and CEO of Preferred Jewelers International / Continental Buying Group Inc., was born with the “Jewelry Gene” working in the jewelry industry since she was only ten years old. Her first job was as a cashier in the opening of a catalog showroom doing a fantastic job even at that tender age. Andie holds a B.A. in musical theatre and a B.S. in marine biology from The University of Tampa. When she realized that seawater and marine biology were not good on her hair and she wasn’t quite good enough to make it on Broadway, the jewelry business beckoned. Andie has picked diamonds, sorted color stones, shot waxes and performed a multitude of jobs in the manufacturing of jewelry. Her negotiating experience and prowess has given her the reputation as being tough but fair in her dealings with vendors. In 2012 the Indian Diamond and Color Association awarded Andie the Prestigious Doyenne Award of the Year.