Customer satisfaction is the key to a continually growing, successful business – a finding securely demonstrated by companies as diverse as BMW, Wyndham Hotels, and Merrill Lynch. And a marketing campaign focused on appealing to women has more power to attract and retain men.
As for Internet marketing, which has been dominated by men, a new trend finds more and more women at home on the Internet. Female entrepreneurs are taking their Soft Sell marketing style and skills online and are generating a growing market base – including men. Yet, to date, there hasn’t been an Internet marketing conference with their needs and marketing style in mind.
Soft Sell marketing has played second sister to the grab-em-and-sell-em-now approach that has been predominant online.
Because there’s been an unquestioned belief in sales that if you don’t close them now, if you don’t get the check right now, you’ll never get a another chance. So there’s a built-in silent desperation that leads to the hard sell tactics many of us are used to seeing online, tactics that turn the sales transaction into the contest most of us put up a resistance to.
Soft Sell is about creating rapport, about building a relationship. You can’t do that by using Internet sales copy that forces it’s way in to someone’s consciousness.
But characteristically, women want and need more information before they are comfortable making a purchase. When they come to a decision, they are likely to have included everything most men want as well.
So when you market to satisfy women you will have not only included most if not all of what men want, but you probably have showed men some aspect of your product or service they may not have considered.
In this case the differences work in favor of both women and men.
That’s why we say, Soft Sell to women and keep the men.
By: Jim Sniechowski