| If women make up a significant portion of your | | | | husband Joe had brain surgery (he's doing very well, |
| target market, one of the simplest - and most | | | | thanks!) which slightly impaired his left side of his |
| overlooked - ways to make it easy for them to | | | | body. |
| choose your product is to keep in mind this one | | | | Now, although we live over live over 800 miles away |
| characteristic that is common among virtually all | | | | and visit less than once a year, Joe played a |
| female consumers… | | | | prominent role in Mom's decision making when she |
| When deciding whether or not to purchase a product | | | | shopped for new sofas and chairs. For her, one of |
| or service, virtually all women stop to consider what | | | | the make-or-break factors when buying furniture |
| effect their purchase will have on those around them. | | | | was "Will my son-in-law be able to sit and stand |
| Always remember when you're marketing to women, | | | | easily?" |
| that women are inclusive. Whether husbands, | | | | If making a decision on a sofa based on an annual |
| parents, sisters, children, friends, bosses and virtually | | | | visit from your son-in-law who lives 800 miles away |
| everyone else in their inner circle realize it or not, | | | | isn't constituent-driven decision making, I don't know |
| women think about them as part of the | | | | what is! |
| pre-purchase process. | | | | What you need to know about constituent-driven |
| In their book Don't Think Pink Lisa Johnson and | | | | decision making is this: If you fail to address how the |
| Andrea Learned describe this as constituent-driven | | | | benefits of your product or service ripple out beyond |
| decision making. | | | | her personal experience, then you're missing a critical |
| Will these heels make me taller than Mike? Is this | | | | component in your sales message. |
| new flooring going to trip Mom when she visits? How | | | | After you've fully demonstrated how your product |
| will changing my investment strategy affect our plans | | | | or service will make life easier for her, go a little |
| to buy Lindsey's car in April? Which week will my | | | | further. Let her know how her loved ones and |
| vacation least impact everyone at the office? | | | | friends will benefit, even tangentially, after she makes |
| Women's heads race with questions like this | | | | her purchase. |
| constantly. | | | | Doing so will help you stand out among your |
| My mother is a perfect example, but you need a little | | | | competition and just may win you a lifelong |
| background for this to make sense. Back in 1999, my | | | | customer! |