Sponsors rule. They determine what’s communicated and what isn’t. Just turn on the TV and what do you see? If you say anything other than drug commercials, you haven’t been watching lately. I was just on the phone with an actor friend in LA. She was telling me the only auditions she seems to get anymore are for pharmaceuticals. Just one of the family’s decisions that a women makes is health care.
COMMERCIALS ARE AIMED AT WOMEN.
Why? Because big money is spent by women. The stats I hear differ but not all that much. Females account for:
85% of all household spending
75% of all business expenditures
Even the money spent by men is influenced by women. (Let’s face it guys, even your big toy purchases like motorcycles, boats and fast cars, must have “her” approval.)
WHY IS THIS IMPORTANT?
Because sponsors are hyper-sensitive about anything that is going to negatively affect female shoppers.
IF SHE’S OFFENDED, SHE’S NOT GOING TO BUY!
It’s imperative to understand what’s going to offend her and frankly, many men are clueless. As a consultant, I have worked with men who have no idea how offensive they really are to women. They said and done things that made me cringe.
CASE IN POINT:
I had one male client blow with Pepsi. I lead the team to research Pepsi’s goals and fit our client’s training program into Pepsi’s vision for growth. We created a strong connection between the two brands, then I wrote a killer proposal.
We got right to the top level and a phone call was scheduled. We decided that of our Director of European Operations take the call. He was smooth as silk and we’d been working hand-in-hand on this deal.
The day of the call the boss insisted that he make the sale and was on a phone call with Chairman and CEO, Indra Nooyi’s assistant. We held our breath. As if his condensing attitude wasn’t enough, he murdered the deal with a few sexist comments. She was offended and Pepsi didn’t buy!
THE BATTLE FOR A SEAT AT THE TABLE
Very few men have any idea how hard a woman has to work to rise in corporate America. Making up 52% of the population in the US has not really helped their climb to the executive suite.
Take a look at the stats of women CEOs or presidents in 2009,
12 Fortune 500 companies are lead by women
13 Fortune 1000 companies had women at the helm
While these figures have changed it hasn’t been in women’s favor.The seats held by women have actually decreased!
SHE’S WORKED HER BUTT OFF
Do you think she might find it offensive for a man to call her a “girl”in a professional setting? You bet your a–. What a slap in the face!
These are just a few simple examples of inappropriate behavior that can kill a deal.
THE GOOD NEWS IS…
Women are realizing that they have the power. They’re controlling the money and their decisions can make out break a company. More corporations are aware of this and working hard to get her opinions. Anyone who wants proof of this might want to check out the WOLF Program at Best Buy. Other companies like WoLF Means Business, founded by Julie Gilbert, are following it’s lead and speaking directly to “her.”
SOME GOOD ADVICE
If you’re planning to hit the big-time and take your business to the next level, you need to be aware of the way your words and actions are interpreted by women.
Whether you’re looking to sell a product, capture her as a customer, seek sponsorship dollars from her or need to communicate specifically with her, it is imperative that you understand her. Know what pushes her buttons, and what has her reaching for her credit card.
THE BOTTOM LINE
It’s a good idea to be speak and act respectfully to those who are signing the checks.
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