Are You Focusing on the Decision Makers?

21 Feb

Women drive 80% of consumer spending in the United States

I recently read Why She Buys by Bridget Brennan. You might ask: Why in the world are you reading a book about women? Well, according to Mrs. Brennan, women are the engine of the global economy, driving 80 percent of consumer spending in the United States.

Women do the majority of the shopping for the household, from grocery shopping to shopping  for clothes for her kids and her husband. She also has the final say on any big ticket item the man wants to buy!  How many times have you heard a man say, “Let me think about it.” That’s code for, “I have to ask my wife.”

Remember, the target customer and decision maker are not always the same person!

Here are a few interesting insights from the book:

  • They love to tell others where they bought something. For example: Woman 1 says, “I love your outfit!” Woman 2 responds, “Thanks! I got it at Ann Taylor Loft.” 
  • She starts sizing up the product/service/salesperson from the second she comes across your business. She notices every detail, from the post-it note on your desk  to the color coordination of your outfit. 
  • Women like to know what others are buying (possibly tag your product/service with “Best Seller” or “Best Deal”). 
 If you’re serious about selling your products and services in the future, I strongly suggest you find ways to make your products and services attractive to the final decision makers……women! What can you do to appeal to the women driving 80% of consumer spending in the United States?
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