Don't treat women differently, and other things women wish all salespeople knew
- Natalie Taylor has 15 years of comprehensive financial planning experience and has spent six years working with fintech startups.
- She notes that women are behind the vast majority of spending decisions in the US, so it's key for salespeople to know how to sell them.
- However, all too often there can be a disconnect when a male salesperson tries to sell to a woman.
- Her tips to people who want to make the sale: Treat women the same as you would men, let them know you're trustworthy, approach openly, and don't focus on their appearance.
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But over the years, I've found myself in situations with male salespeople that prove there's still a major disconnect. While this is certainly not true in every case, I find that I'm often left feeling disrespected, uncomfortable, or stereotyped, and, as a result, those men don't earn my trust or my business.
It's a common problem. I've seen it not only in my personal life, but throughout my career in financial services. Part of what I do is help brands - especially financial companies - connect with female audiences. A lot of that work focuses on identifying the subtext that brands unknowingly send and helping them evolve their messaging - knowledge I've gained over years of working one-on-one with women and hearing the frustrations they experience.But it's not limited to my work in financial services and fintech. I pick up on this subtext in nearly every sales and business setting I'm in (most recently with three different companies when buying a water softener system for my home).
So for anyone who's selling something to women: Despite your good intentions, you may be making a few blunders you're not aware of. Here's what you need to know to close that communication gap - and hopefully, the sale.