LightHouse Strategic Products Group, Inc. d/b/a/ Selling Technologies November, 2010

Its 2013.Are You MarketingToWomen?One Approach to Engagingwith the Female Client

Maria MainardiMarketing to WomenNow, Lets Get Serious

Maria MainardiMarketing to WomenSSgAs Global Marketing GroupNow, Lets Get Serious

Maria MainardiMarketing to Women51% of wealth in the US controlled by womenAssets = $8 trillion. By 2020 = $22 trillionIntergenerational wealth transfer over next 40 years = 70% of the $41 trillionSSgAs Global Marketing GroupWere Not Done

Maria MainardiMarketing to WomenSSgAs Global Marketing Group Statistics also show womens significant involvement in money management and household purchasing decisions. For example, of high-net-worth (HNW) women, 88% are moderately or highly involved in the oversight and management of their assets. Further, women control or influence 67% of household investment decisions and make 83% of overall family purchasing decisions (healthcare 80%, cars 68%, vacations 92%, home furnishings 94% and banking services 89%) that are worth an estimated $5 trillion each year. Were Not Done

Maria MainardiMarketing to WomenSSgAs Global Marketing Group Additionally, women-owned businesses account for 40% of all privately held US firms and generated $1.9 trillion in sales in 2008.

Finally, the fact that boomer womenthe wealthiest demographic most in need of retirement planning assistancestand to inherit assets from their parents and outlive their husbands by an average of 15 years, underscores the long-term advantages of improving how you work with women. Were Not Done

Maria MainardiMarketing to WomenSSgAs Global Marketing Group70% of widows leave their current advisor within 1 year. Why? They feel unheard.

According to a 2008 State Farm Survey, two-thirds of women dont trust financial service professionals. And the Boston Consulting Group surveyed 12,000 women from 21 countries and discovered women are most dissatisfied with the financial services industry, of all industries, on both a service and product level.Were Not Done

Maria MainardiMarketing to WomenSSgAs Global Marketing GroupMy Good Buddy and His Story

One Word Defines the Gap

Maria MainardiMarketing to WomenOne Word Defines the Gap

Maria MainardiMarketing to WomenTRUSTTrusting Relationships

Maria MainardiMarketing to Women . . . are not built with spa days and wine and cheese gatherings.Trusting Relationships

Maria MainardiMarketing to Women . . . are not built with spa days and wine and cheese gatherings.Conversation around womens tendency to tie wealth to specific family goals Scientists hypothesize that the female brains larger limbic system, which regulates emotion and memory, results in a focus on relationshipsand women view conversations as productive relationship building blocks. Women get to know and trust others by sharing stories, but this can seem foreign to men who learn to trust, not primarily by discussing their feelings, but by participating in activities together.12Trusting Relationships

Maria MainardiMarketing to Women

Source: Kingsbury, Kathleen. How to Give Financial Advice to Women: Attracting and Retaining High-Net-Worth Female Clients. 2013. Scientists hypothesize that the female brains larger limbic system, which regulates emotion and memory, results in a focus on relationshipsand women view conversations as productive relationship building blocks. Women get to know and trust others by sharing stories, but this can seem foreign to men who learn to trust, not primarily by discussing their feelings, but by participating in activities together.13And the Industry Knows

Maria MainardiMarketing to Women

Scientists hypothesize that the female brains larger limbic system, which regulates emotion and memory, results in a focus on relationshipsand women view conversations as productive relationship building blocks. Women get to know and trust others by sharing stories, but this can seem foreign to men who learn to trust, not primarily by discussing their feelings, but by participating in activities together.14And the Industry Knows

Maria MainardiMarketing to Women

Scientists hypothesize that the female brains larger limbic system, which regulates emotion and memory, results in a focus on relationshipsand women view conversations as productive relationship building blocks. Women get to know and trust others by sharing stories, but this can seem foreign to men who learn to trust, not primarily by discussing their feelings, but by participating in activities together.15Is There a Magic Sauce?

Maria MainardiMarketing to Women Scientists hypothesize that the female brains larger limbic system, which regulates emotion and memory, results in a focus on relationshipsand women view conversations as productive relationship building blocks. Women get to know and trust others by sharing stories, but this can seem foreign to men who learn to trust, not primarily by discussing their feelings, but by participating in activities together.16Is There a Magic Sauce?

Maria MainardiMarketing to Women

Get Real. . Scientists hypothesize that the female brains larger limbic system, which regulates emotion and memory, results in a focus on relationshipsand women view conversations as productive relationship building blocks. Women get to know and trust others by sharing stories, but this can seem foreign to men who learn to trust, not primarily by discussing their feelings, but by participating in activities together.17Is There a Magic Sauce?

Maria MainardiMarketing to Women

Get Real. No. Scientists hypothesize that the female brains larger limbic system, which regulates emotion and memory, results in a focus on relationshipsand women view conversations as productive relationship building blocks. Women get to know and trust others by sharing stories, but this can seem foreign to men who learn to trust, not primarily by discussing their feelings, but by participating in activities together.18There is Real World Learning

Maria MainardiMarketing to WomenThree Guiding Principles. Scientists hypothesize that the female brains larger limbic system, which regulates emotion and memory, results in a focus on relationshipsand women view conversations as productive relationship building blocks. Women get to know and trust others by sharing stories, but this can seem foreign to men who learn to trust, not primarily by discussing their feelings, but by participating in activities together.19There is Real World Learning

Maria MainardiMarketing to WomenThree Guiding Principles.- Keep everything value-based Scientists hypothesize that the female brains larger limbic system, which regulates emotion and memory, results in a focus on relationshipsand women view conversations as productive relationship building blocks. Women get to know and trust others by sharing stories, but this can seem foreign to men who learn to trust, not primarily by discussing their feelings, but by participating in activities together.20There is Real World Learning

Maria MainardiMarketing to WomenThree Guiding Principles.- Keep everything value-based- Create shared sense of belonging Scientists hypothesize that the female brains larger limbic system, which regulates emotion and memory, results in a focus on relationshipsand women view conversations as productive relationship building blocks. Women get to know and trust others by sharing stories, but this can seem foreign to men who learn to trust, not primarily by discussing their feelings, but by participating in activities together.21There is Real World Learning

Maria MainardiMarketing to WomenThree Guiding Principles.- Keep everything value-based- Create shared sense of belonging- Engagement relationship driven Scientists hypothesize that the female brains larger limbic system, which regulates emotion and memory, results in a focus on relationshipsand women view conversations as productive relationship building blocks. Women get to know and trust others by sharing stories, but this can seem foreign to men who learn to trust, not primarily by discussing their feelings, but by participating in activities together.22There is Real World Learning

Maria MainardiMarketing to WomenTone:Men, imagine you are talking to your mother. How you explain things. Your patience. Your demeanor.

Scientists hypothesize that the female brains larger limbic system, which regulates emotion and memory, results in a focus on relationshipsand women view conversations as productive relationship building blocks. Women get to know and trust others by sharing stories, but this can seem foreign to men who learn to trust, not primarily by discussing their feelings, but by participating in activities together.23There is Real World Learning

Maria MainardiMarketing to WomenTone:Men, imagine you are talking to your mother. How you explain things. Your patience. Your demeanor.(Not your wife . . .) Scientists hypothesize that the female brains larger limbic system, which regulates emotion and memory, results in a focus on relationshipsand women view conversations as productive relationship building blocks. Women get to know and trust others by sharing stories, but this can seem foreign to men who learn to trust, not primarily by discussing their feelings, but by participating in activities together.24There is Real World Learning

Maria MainardiMarketing to WomenTone:Simplify the complex. If it sounds like a ton of work and in an area not understood, nothing will get done. Scientists hypothesize that the female brains larger limbic system, which regulates emotion and memory, results in a focus on relationshipsand women view conversations as productive relationship building blocks. Women get to know and trust others by sharing stories, but this can seem foreign to men who learn to trust, not primarily by discussing their feelings, but by participating in activities together.25There is Real World Learning

Maria MainardiMarketing to WomenTone:Use phrases like financially fit, just getting organized, etc.Women want to feel you are truly focused on their needs. Scientists hypothesize that the female brains larger limbic system, which regulates emotion and memory, results in a focus on relationshipsand women view conversations as productive relationship building blocks. Women get to know and trust others by sharing stories, but this can seem foreign to men who learn to trust, not primarily by discussing their feelings, but by participating in activities together.26There is Real World Learning

Maria MainardiMarketing to WomenPresentation:Consider using Prezi, instead of PowerPoint. Its a much more emotive and colorful learning environment. Scientists hypothesize that the female brains larger limbic system, which regulates emotion and memory, results in a focus on relationshipsand women view conversations as productive relationship building blocks. Women get to know and trust others by sharing stories, but this can seem foreign to men who learn to trust, not primarily by discussing their feelings, but by participating in activities together.27There is Real World Learning

Maria MainardiMarketing to WomenPresentation:Storytelling is especially pertinent. Consider qualifying why youre in the womens market with a story . . . Scientists hypothesize that the female brains larger limbic system, which regulates emotion and memory, results in a focus on relationshipsand women view conversations as productive relationship building blocks. Women get to know and trust others by sharing stories, but this can seem foreign to men who learn to trust, not primarily by discussing their feelings, but by participating in activities together.28There is Real World Learning

Maria MainardiMarketing to WomenPresentation:I was raised by a single mom and saw how she struggled. Show pictures of you as a child, with mom. Create maternal connectivity. Scientists hypothesize that the female brains larger limbic system, which regulates emotion and memory, results in a focus on relationshipsand women view conversations as productive relationship building blocks. Women get to know and trust others by sharing stories, but this can seem foreign to men who learn to trust, not primarily by discussing their feelings, but by participating in activities together.29There is Real World Learning

Maria MainardiMarketing to WomenPresentation:Maternal topics . . . Caring for elderly parents, (including in-laws), protecting the family, childrens well being, dictating how money is spent, financial stability. The what-ifs. Scientists hypothesize that the female brains larger limbic system, which regulates emotion and memory, results in a focus on relationshipsand women view conversations as productive relationship building blocks. Women get to know and trust others by sharing stories, but this can seem foreign to men who learn to trust, not primarily by discussing their feelings, but by participating in activities together.30There is Real World Learning

Maria MainardiMarketing to WomenPresentation:Leave twice as much time for questions. Repeat the questions asked, so women know you are listening. Scientists hypothesize that the female brains larger limbic system, which regulates emotion and memory, results in a focus on relationshipsand women view conversations as productive relationship building blocks. Women get to know and trust others by sharing stories, but this can seem foreign to men who learn to trust, not primarily by discussing their feelings, but by participating in activities together.31There is Real World Learning

Maria MainardiMarketing to WomenPresentation:Never speak from behind a podium. Move about the room. Engage. Be careful not to speak in an authoritative tone.Find common ground. Scientists hypothesize that the female brains larger limbic system, which regulates emotion and memory, results in a focus on relationshipsand women view conversations as productive relationship building blocks. Women get to know and trust others by sharing stories, but this can seem foreign to men who learn to trust, not primarily by discussing their feelings, but by participating in activities together.32There is Real World Learning

Maria MainardiMarketing to WomenOngoing communication:Make sure women know- How to reach you- How long it will take you to respond (be prompt)- You are accessible Scientists hypothesize that the female brains larger limbic system, which regulates emotion and memory, results in a focus on relationshipsand women view conversations as productive relationship building blocks. Women get to know and trust others by sharing stories, but this can seem foreign to men who learn to trust, not primarily by discussing their feelings, but by participating in activities together.33There is Real World Learning

Maria MainardiMarketing to WomenConnectivity:- You will get things done together.- Well figure it out- I know it seems overwhelming- Women need to believe they are important to you Scientists hypothesize that the female brains larger limbic system, which regulates emotion and memory, results in a focus on relationshipsand women view conversations as productive relationship building blocks. Women get to know and trust others by sharing stories, but this can seem foreign to men who learn to trust, not primarily by discussing their feelings, but by participating in activities together.34There is Real World Learning

Maria MainardiMarketing to WomenYour wife will most likely be spending your money after youre gone, so it makes sense to concentrate a portion of your practice on this vital segment. Scientists hypothesize that the female brains larger limbic system, which regulates emotion and memory, results in a focus on relationshipsand women view conversations as productive relationship building blocks. Women get to know and trust others by sharing stories, but this can seem foreign to men who learn to trust, not primarily by discussing their feelings, but by participating in activities together.35There is Real World Learning

Maria MainardiMarketing to WomenThis is a business strategy, not a once and done. Commitment, focus, a female partner and tools for ongoing, meaningful communications should be considered. Scientists hypothesize that the female brains larger limbic system, which regulates emotion and memory, results in a focus on relationshipsand women view conversations as productive relationship building blocks. Women get to know and trust others by sharing stories, but this can seem foreign to men who learn to trust, not primarily by discussing their feelings, but by participating in activities together.36

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