$38 Billion! Yes that is billion with a "b". That is the impact women have on the global economy. If you want a piece of that market, you need to learn how to connect with female consumers. Robyn Newton joined me for a conversation about selling to women. Here are the key points from the conversation:

1. Women as Powerful Consumers: Women control over 85% of purchases in the U.S., making them a key demographic for businesses to understand and cater to. They are not just the shoppers but also major influencers in the purchasing process.

2. Understanding What Women Care About: Brands need to understand the specific values and concerns that resonate with women, such as family, health, mental well-being, the environment, inclusion, and safety. A brand's message should authentically reflect these priorities to connect effectively with female consumers.

3. Avoiding Common Mistakes: Many businesses fail to consider women's unique buying habits and preferences, often making them feel overlooked or undervalued. It's crucial for companies to acknowledge and respect women's purchasing power and preferences, avoiding outdated stereotypes and practices.

4. Successful Brand Examples: Robin highlights brands like Subaru and Bumble, which have successfully integrated values important to women, such as safety, inclusion, and empowerment, into their marketing strategies. These brands have built strong connections with female consumers by aligning with their values and needs.

5. Personal Connection and Storytelling: Integrating women's stories into marketing and showcasing the people behind the brand can create a more personal and relatable connection with consumers. Women are more likely to engage with brands that celebrate and uplift other women, creating a sense of community and trust.

In this episode from my archive, Merit Kahn explains how you can transform any sales conversation with four simple words :

• Shift from Selling to Selection: To be selected as the right solution focus on guiding potential customers through their decision-making process rather than pushing a sale.

• The Power of "Are You Open To?": These four words help you figure out if the prospect is open to hearing new ideas and reduces resistance, making the conversation more collaborative.

• Self-Reflection and Openness: The sales process is about you as well. Are open to new possibilities. This mindset can positively influence how you present your solutions and connect with others.

• Inclusive Decision-Making: This approach makes the customer feel in control. Instead of forcing decisions, asking questions like "What would you like me to do now?" allows the customer to guide the next steps, creating a more comfortable and empowered experience.

There are three questions you need to answer before you launch your next marketing campaign. The questions are simple, but the answers may not be.

Who is your customer? Too often, business owners try to go really broad as they define their target. If you want to create an effective marketing campaign, narrow in on a specific niche. You can always target a different audience with your next campaign.

Who is your competitor? This is not a time to puff up your chest and say, I don't have any competitors because you do. And sometimes they don't even do exactly what you do, but they're competing for your customer's attention and cash.

What is it that you want to accomplish with this campaign? I know you want to sell more, but do you want to sell more of a specific product? Do you want to sell more high-priced products? Are you trying to attract new customers or get your old ones to come back time and time again?

Each of those objectives will lead you down a path to a very different campaign. So before you start working on your next marketing campaign, think about those three questions.

And if you need help with the answers, go ahead and set up an office hour appointment with me