Post on 26-Jun-2020
Holly Buchanan • Marketing to Women Consultant
Selling To Couples �How to Close the Sale with Two Different Decision Makers
Copyright 2015 Buchanan Marketing
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Scenario #1
Youaremee)ngwithacouplewhoownabusiness.Oneismuchmoreriskaversethantheother.Oneisreadytotakeac)onbuttheotherjustkeepsaskingques)ons.
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Scenario #2
Youmetwithaprospec)vecoupleandthoughtyoudidagreatjobofconnec)ngwithbothspouses,buttheychosetoworkwithadifferentprofessional.
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Scenario #3
Youiden)fyacrosssellingopportunityandintroduceyourclienttoacolleague,butnosaleismade.
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Different decision making processes
Differentgoals/priori)es/obliga)ons/criteria
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Notallmenthinkalike,notallwomenthinkalikeDifferences“ingeneral”
Decision making styles and gender
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Top questions - Men
• Whatareyourcreden)als/exper)se?
• HowwillIendupwithabeJerresultifIworkwithyouvs.someoneelse?
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Top questions -Women
• Doyouhavemybestinterestatheart?
• Doyouknowwhatmybestinterestis?
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Women want accounts in one place
• 33%ofwomenwanttohavealltheirfinancialrela)onshipswithasinglebank
• 60%ofwomenhaveconfidencetheirprimarybankcanfulfillalltheirfinancialneeds
Source:2012MasterCardStudyhJp://insights.mastercard.com/posi)on-papers/ladies-first-why-women-are-the
key-to-rela)onship-banking/
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Opposites Attract
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Couples’ decision making styles
Think It Through
In Control Freedom Seeker
Security Seeker
Spender Saver
Enjoy Future
Take Action
Opportunity Seeker
Enjoy Now
Source: Buchanan Marketing Money Personality Test and Selling Financial Services to Women by Holly Buchanan
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
“Tell me more about why that’s important to you.”
Provideclarity,nottherapy
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Scenario #1
Youaremee)ngwithacouplewhoownabusiness.Oneismuchmoreriskaversethantheother.Oneisreadytotakeac)onbuttheotherjustkeepsaskingques)ons.
Take Action/Opportunity Seeker (men) Vs.
Think It Through/Security Seeker (women)
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
TakeAc)on/OpportunitySeeker(men)vs.
ThinkItThrough/SecuritySeeker(women)
NOTE: Women can be Take Action/Opportunity types Men can be Think It Through/Security Seeker types
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Take Action/Opportunity Seeker
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
#1 – Focus on immediate reward
Reward motivated – less risk aware
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
How to ask for a follow up meeting
• “Tonightwe’vetalkedalotaboutestateplanning.Ifyouhaveques)onsaboutyourop)ons,anextstepwouldbetosetupacomplimentaryini)alconversa)on.”
• What’sthereward?
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
What is the reward for attending the meeting
• “Thegoalofthemee)ngistoiden)fypoten)algapsinyourplan.You’lleitherwalkawayfeelingmoreconfidentinyourcurrentplan,oryou’llwalkawaywithaclearunderstandingofhowwecanworktogethertocreateataxefficient,well-planned,meaningfullegacy.”
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
#2 - What you know that they don’t
You Your client
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
What Take Action/Opportunity Seeker clients want to hear
#1-Talkaboutrewards/opportuni6es• “Iiden(fyopportuni(esyoumightnotknowabout.”• “Ilovebringingnewideastomyclients.”• “WecreateProac(vefinancialplans.Westayontopofchangesandnewopportuni(es.Webelieveinbeingproac(veratherthanreac(ve.”
#2-Shareyourexper6se–whatyouknowthattheydon’t• “Acommonmistakepeoplemakeis……..”• “Thisworkisexci(ng.Ilovelearningthelatestabout(areaofpassionorexper(sei.e.alterna(veinvestments).”
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Scenario #2
Youmetwithaprospec)vecoupleandthoughtyoudidagreatjobofconnec)ngwithbothspouses,buttheychosetoworkwithadifferentprofessional.
Answer his unspoken question
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
“Whatexper(sedoyoubringthatIdon’thave?”
.
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§ Public Sales Management Workshops • April 12-13, Hilton Suites Chicago • September 20-21, Hilton Suites Chicago
§ Coaching the Conversation • December 17 – Presence
Make 2016 the year of Insight
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Think It Through/Security Seeker
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
#1 – Address concerns/preventing problems/What Ifs
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Say This Not That
Good
• Whatareyourfinancialgoals?
Bad
• Don’tworry.
Be@er
• WhatdoyouNOTwanttohappen?
Be@er
• Tellmemoreaboutyourconcern.
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
#2 – Answer and welcome their questions
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Loan Application Men
• HowmuchcanIqualifyfor?• What’sthebestrate?• HowsooncanIgetthemoney?
Women
• WillIqualify?Forhowmuch?• Whichcreditop)onisrightforme-
Creditcard/lineofcredit/loan–andwhichtypeofloan?
• Whatinforma)ondoIneedtoqualifyforaloan?
• HowwillIbejudged?• WhatcollateraldoIneed?• WhodecidesifIqualify?• Whatwilltheexperience/processbe
like?
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Say This, Not That Don’t
• Therearenostupidques)ons.
Do
• Iloveques)ons.That’swhyI’mhere.
• Myjobistomakesurepeoplewalkoutknowingmorethanwhentheywalkedin.
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
#3 – Share your values – �Why you do what you do
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
What Think It Through/Security Seeker clients want to hear
#1–Uncoverconcerns/preventproblems/Compare“whatif”scenarios• “Let’slookatwhatwouldhappenif……….”(marketgoesupandmarketgoesdown)• Ask–“Whatwasyourexperiencewithpastfinancialprofessionals?”#2–Answerandwelcomeques6ons#3-Shareyourvalues• “Ilovemyjobbecause…”(Sharewhyyoudowhatyoudo)• “Thehighestcomplimentsmyclientsgivemeis……”
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Scenario #3
Youiden)fyacrosssellingopportunityandintroduceyourclienttoacolleague,butnosaleismade.
How to transfer trust
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Scenario #2
Youmetwithaprospec)vecoupleandthoughtyoudidagreatjobofconnec)ngwithbothspouses,buttheychosetoworkwithadifferentprofessional.
Answer her unspoken question
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
“Doyouhavemybestinterestatheart?”
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Business owners Men
• Reachoutforfunding• Thinkcreditisanecessary
investment• Growasfastaspossible
Women
• Self-fund• Thinkcreditisan
unnecessaryexpense• Growincrementally
• g
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Types of financing
• WhenNAWBOmemberswereaskedaboutthetypesoffinancingtheyused:63%ofusedcreditcards,13%usedacommercialorbankloan,11%usedapersonalbankloan,andonly2%usedequitycapital.
• AstudybyWellsFargoandtheCenterforWomen’sBusinessResearchfoundthatinfast-growthfirms,only39%ofwomenownershadbankloanscomparedto52%ofmenowners.
hJp://nawbo.org/content_10354.cfm
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Women winning questions
• Imagineforamoment,ifmoneywerenoobject,howwouldyougrowyourbusiness?(GreatforgeZnghertothinkaboutcredit)
• Ifyoucouldfarmoutonetaskthatyoudo,whatwoulditbe?
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Holly Buchanan Email:holly@hollybuchanan.comWebsite:www.SellingFinancialServicesToWomen.comCompany:BuchananMarke)ng