Powerful Insights from Why She Buys
If you are like most people, the women in your life are probably the ones who do it all, who live within the normalcy of hectic schedules, busyness, and extreme multi-tasking. Regardless of their station in life – older or younger, married, divorced, or single, with or without kids, working full-time or part-time – they have a daily to-do list that must be accomplished. Today’s women do it all! And while women are doing, doing, doing, they are also thinking, thinking, thinking and they’re buying, buying, buying!!
No one explains it more succinctly than Bridget Brennan, founder and CEO of Female Factor, and author of Why She Buys: “Women are females first and consumers second.” Below are a few powerful insights from one of my very favorite books!
The Needs of Others are Always a Top Concern
Women are very good at recognizing and taking into consideration the needs of others. When women are the ones making decisions, they are acutely aware that they are representing not just themselves, but the rest of their group too. Brennan emphasizes: “It’s important to address absent influencers during the sales process by asking your prospect if there are other people who will be involved in some way.”
Kids are People, Too!
Brennan urges readers to consider the needs of mothers who have children with them. Think about whether your funeral home is easy to navigate with strollers or carriers and whether there is a good spot with comfortable furniture for kids and mom to relax. Consider having a stash of children’s books and toys, or maybe an available television with cartoons or kid movies. Ensure your restrooms are kid-friendly and equipped with facilities to help parents with infants.
Demonstrate Your Understanding
Let your female consumers know you understand them by effectively demonstrating empathy. According to Brennan, expressing empathy can help women feel more comfortable. She writes: “This is a reassuring style of communication that women use with each other in conversation. The technique is especially powerful when it comes to complex and expensive purchases.”
Empathy is simply taking a moment to see things from another person’s perspective. Demonstrate empathy by anticipating the needs and concerns families may have. It really works….try it!