(This is part two of a three part series on being sensitive to women consumers. See part I in the issue dated March 20, 2003 or CLICK HERE to purchase it for $10.00 if not a current subscriber.). In this article we will explore "the selling process" with women consumers.)
If you have read Part I of Marketing Mortgages to Women, we suggested that you keep track of the number of phone calls you receive every day from women versus men. We strongly believe that your tally will show that over 70% of the phone calls asking about rates, mortgage programs, etc are initiated by women consumers. Keeping track of this statistic is important because it is meant to clarify just what types of selling techniques you need to use when working with women.
There is a distinct difference between "marketing" and "sales". Marketing is the method you use to get people to call you. "Sales" is the process once you have the opportunity to "speak" to them over the phone or face to face. Although your marketing may appeal to women, you still may need to sharpen your sales techniques. It does no good to "get them in the door" if you blow it when you meet with them.
In this article, we will address the "selling" process and how you need to adapt your selling technique when there is a woman involved in the decision-making process. (And statistics show there is a woman involved over 80% of the time). Because your loan application appointments may include both the husband and wife, unmarried couples or single women, you need to hone your sales skills to both sexes—but especially to women.
Written By: Karen Deis
