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Feel-Good Marketing and Sales Strategies for Women

In over 30 years as a businesswoman, I’ve noticed a distinct difference in how men and women approach selling and marketing.

While sales can be challenging for everyone, women seem to have more trouble approaching prospects and asking for business. As a woman, I can sympathize. Hey, we like to be the ones to get approached! But jokes and gender stereotypes aside, women in business are often searching for a marketing and sales model that feels genuine, authentic and natural to them.

No one likes to be pressured by the persuasive tactics of a salesperson, and no one likes to feel like they’re trying to “get something out of” a prospect. There’s a fundamental tension built into the sales process, all based on “what I want from you.”

Many women find this very uncomfortable. For some, they simply won’t engage. They would rather walk away from a deal than pressure the prospect and risk the relationship.

This isn’t the only mental roadblock women in sales struggle with. Just as common are:

• A belief that selling is the same as persuading and manipulating;
• A lack of confidence that stems from lack of sales training and experience;
• Old social standards that encourage women to be passive, feminine and humble, not bold and assertive.

Often, I find myself asking a female coaching client, “What’s more important: you being passive and humble, or your prospect benefiting from your service?” I go on to explain that the best marketers and networkers fuel their sales with this mindset: “I know something that may be valuable to you. Let’s talk more.”

This approach is so clean and pressure-free that it feels very natural and easy. It can even be heartfelt. And it works especially well for women, who are naturally inclined to connect and be supportive.

To move the conversation from Step One to Final Sale, a businesswoman must have a good grasp on her particular sales strengths. After all, we call on several aspects of ourselves to sell – communication, rapport building, empathy and more – and when you figure out what you’re naturally adept at, you can rely on your strengths as the core of your marketing and sales efforts.

For example, someone who has a hard time with face-to-face selling can use their writing skills to launch a publicity campaign. If you hate cold calling (and who doesn’t?), try advertising. If you freeze up at networking events, try an e-mail campaign. If you struggle to write publicity material, do more public speaking.

Which avenues will help you share your gifts, strengths and abilities with your ideal prospects? There are so many ways to promote yourself and your work… if one approach doesn’t feel good, don’t do that! Brainstorm alternatives until you uncover an idea that feels like a good fit for you.

When your sales and marketing approach feels authentic – when it suits your style, fits your personality, and represents you with strength – it generates effortless results. It becomes magnetic to your ideal prospect. And it leads to much more happiness and fulfillment for you.

As a coach, I recommend:

If marketing and selling feel uncomfortable to you, spend some time getting clear on what you bring to the table. What are your skills, competitive advantages and unique aspects? Work on this until you feel clear and solid about what you offer.

Next, make a concerted effort to identify your personal strengths. Because we’re all too close to ourselves to see ourselves clearly, rely on outside sources: ask those who know you best for input, and take a strengths assessment. (You can find a terrific one, for free online at www.viasurvey.org.)

Finally, with this information, ask yourself: what marketing and sales approach works best with my strengths and offerings? What approach best represents what I bring to the table?

Each one of us contributes a unique set of skills, talent and expertise to the marketplace – these are your gifts. Know them, leverage them, work them. That’s why you have them! They are the key to your success.

Posted by Amazing Editor in A Page of Insight.