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Home > By DEPARTMENTS > Sales and Marketing > Marketing Management > Branding for Marketing Impact

Respect is a Sustainable Business Ethic -- and Women are Respected Differently

Gender differences are important elements of communications and relationship building.

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California business outreach with women decision makers

Sustainable Business Behaviors Create Branding Experiences

Branding is about the experience people have when they deal with you and your company representatives...

Respect is BRANDING for sustainable community...and business

Gender differences are important elements of communications and relationship building. Deloitte is exploring and implementing new strategies to sell and service their women clients. "Tapping into women's professional psyches has become more important as more women become corporate decision makers," says the article in the Wall Street Journal about Deloitte's new strategic posturing.

  • Don't be frustrated if female clients reevaluate or modify their initial requests; because they discover as they shop, women may be very receptive to suggestions about other services.
  • Women clients want to know and trust their consultants personally as well as professionally; sharing personal details can help build trust.
  • Women often prefer business lunches to dinners, because they tend to have more responsibilities at home. And they may be more receptive to evening social invitations if asked with sufficient time to make arrangements at home.
  • Body language differs by gender. Men tend to stare as they listen and nod to signify they understand. Women may nod when they don't yet understand to encourage the speaker to keep talking.
  • Women clients want to know and trust their consultants personally as well as professionally; sharing personal details can help build trust.
  • And while consultants often seat themselves beside a male client as their "right hand man," women are more comfortable seated face to face.
  • Companies such as American Express Co. and International Business Machines Corp. target women business owners with such tactics as sponsored conferences and networking events, but they say they don't systematically pitch women differently than men.
  • Normally, one male consultant says, he's quick to propose his own ideas. But facilitators at the workshop had suggested listening and asking questions first. Women sometimes interpret experiences differently than men and believe they are being slighted because they are women.

Read the rest at WSJ.com



Edited by Carolyn Allen, owner/editor of California Green Solutions
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