In any service-based business, clients want to connect with the business owner. Right? So don’t think that just because you’re a man, that the same rules don’t apply to you. Or that “nobody cares what I look like, I don’t need a personal brand”. In fact, according to an article by Bridget Brennan for Forbes magazine,
“If the consumer economy had a sex, it would be female. Women drive 70-80% of all consumer purchasing, through a combination of their buying power and influence. Influence means that even when a woman isn’t paying for something herself, she is often the influence or veto vote behind someone else’s purchase.”
So even though you’re a serviced based business who sells predominately to men, don’t be fooled. You’re sales data says one thing, but the influence to buy comes from somewhere else all together. Bridget goes on to say;
“Service is a key differentiator. Because women tend to have higher expectations for customer service, when you elevate the customer experience for women, you elevate it for everyone.”
Including your business! Your customers will only connect with you once they establish a “Know, like, trust” relationship with you BEFORE they decide to buy from you or engage your services. Women are particularly cognisant of establishing a relationship with whom she chooses to spend her hard-earned with. If there’s no relationship, she’ll take her dollars elsewhere.
So how do you establish that relationship? The good news is, you won’t have to take her out to dinner to get the sale, the solution is way simpler…TALK to her. Put yourself out there. Tell your story, we all want to hear it! People buy people and the only thing that makes you stand out from all the other business owners is the one thing they can never gain, never buy and never take from you…YOU! Whether you’re marketing to men or women, the same rules apply. To attract your perfect client, you must reflect qualities they see in themselves. Tell your story with images that speak of your authenticity and your clients will recognise their own hopes, dreams and values. This familiarity is priceless and helps your clients feel comfortable and assured that the relationship they’ve just found themselves in is one of mutual trust and respect. BAM! Happy client, good business.
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