THIS ISN’T A WOMEN’S ISSUE—IT’S A STRATEGIC ISSUE

THIS ISN’T A WOMEN’S ISSUE—IT’S A STRATEGIC ISSUE 

Now that we have our language squared away, let’s set the stage for our discussion.

 The economic opportunity with women buyers is often viewed as a “women’s issue” and not a business issue. This is a mistake. I’ve seen many companies—and sales professionals— limit their growth potential by thinking this way.

 Hosting an event for International Women’s Day, for example, is laudable and important, but it’s not a substitute for a long-term growth strategy. That requires a longer view, and the tools and techniques in this book are designed to help you get there. You’ll find:

• Practical strategies to increase your customers’ emotional engagement

 • The Four Motivators Framework for creating experiences that appeal to women customers

 • Communication “watch-outs” to avoid

 • Best practices from leading brands, businesses, and sales professionals 

• A road map of the biggest trends driving women’s buying patterns 

• Activities at the end of every chapter to help jump-start your growth (also included as an appendix)

• A Monday Morning Action Plan to create a long-term strategy for your business Winning women’s business is about creating inclusive customer experiences that incorporate the perspectives of the people who WinningHerBusiness_content.indd drive most of the buying. Our world is changing fast, but one thing remains constant: women’s domination of consumer spending. That fact alone provides a valuable compass for navigating, and winning, the future.

 So as we move forward, keep in mind that this is not simply a women’s issue—it’s a strategic issue, and it’s huge. Let’s get started.