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When a woman is deciding whether to work with a financial company or professional, there’s one question that is going through her mind. And the problem is she’s not going to ask it out loud, at least not directly. The question? “Do you have my best interest at heart?“ If she feels the answer is “yes,” chances are extremely high she’s going to become your client or customer. Here’s a hint: A key is to show women than you respect them, you want to hear their opinion, and you take their concerns seriously. Three words every woman wants to hear I recently heard an advisor talk about a very powerful phrase he uses with his female clients – “Tell me more….” This phrase sends a powerful message of: “I respect you, I want to hear your opinion, I care about how you feel.“ Two words NEVER to say to a woman To all the husbands out there, has your wife ever been upset or worried about something, and you told her, “Honey, don’t worry.” How did that work out for you? When you tell a woman, “Don’t worry” – you are sending the message that you are not taking her concern seriously. A much better response would be, “Tell me what’s creating this concern.” How to show customers you have their best interest at heart I was working with a group of financial professionals recently and asked them how they showed their women customers they had their best interest at heart. Here are a few of their answers: “I am very transparent about my fees and how I am paid. Clients want to know whether or not I’m making a commission on what I recommend.” “We actually did a client survey and 100% of our ciients agreed with the statement, ‘(Company name) cares more about me than my money.” (And by the way, the company put the survey results on their website.) “After a meeting, I actually walk the client all the way to the front door. Call me old-fashioned or chivalrous, but I feel it’s the courteous thing to do.” “I explain why I do what I do. It’s important that my clients know I’m motivated by something other than just money. I share stories of clients I’ve helped and the genuine joy I get from making a positive difference. I also ask why they do what they do. It’s a great conversation starter and usually leads them to ask me the same question.” “I start and end my meetings on time. If it looks like we might run over, I always say, ‘I want to be respectful of your time, and I see we’re getting close to (time meeting is supposed to end).’ That way it doesn’t come across that I’m protective of my time, I’m protective of theirs.” What are you doing to show your female (and male) customers you have their best interest at heart? Here are a few suggestions: • Listen more, talk less • Find ways to be courteous • Pay attention to details • Explain why you do what you do Get women to answer“Yes” to this unspoken question, and you’ll get more of their business.