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How Women Buy
January 15, 2008
I just read a great book titled,
Don't Think Pink: What Really Makes Women Buy--and How to Increase Your Share of This Critical Market by
Lisa Johnson and Andrea Learned. It describes how men and women think differently and how information is absorbed, processed and retained. One of the most valuable elements I learned was the process women use to buy a product. Being a woman, I think they nailed my thought process perfectly.
1.
Women develop and use smart shopping skills. We don't want to deal with someone who just wants to close the sale quickly. I find it distracting, not to mention annoying. I want to work with a sales person that helps me determine the best choice for what I'm looking for and possibly help me puzzle out the purchase decision. The "wham, bam, thank you ma'am" courtship doesn't apply here either.
2.
Women are constituent-driven decision makers. We make decisions based on people we love and care about and set priorities accordingly. Help identify ways we can help support our family members by purchasing your products. Think about all the commercials for 30 minute meals after a long day at the office, quick ways to clean your house, and how
Tide Knows Fabric Best.
3.
Women seek ongoing relationships and insider information. We ask each other what to buy, how much it cost and where they got it. We seek it out in person, over the phone, via email and
online. Most of the time we like knowing we're not the first ones to buy the product and if it's popular, we want to be included in having one of the products too. Yes, we pride ourselves on being independent, but not necessarily in our buying decisions.
4.
Women comparison shop. I find out who has it cheaper, what brand is better, and why I should buy from you instead of someone else. If you tell me why right off the bat, it makes my decision that much easier. Help by listing how your store/products features compare against your competitors. Tell me what you offer and why I should buy from you.
Posted by Suze Bragg on January 15, 2008 | Comments (1)
