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Gender Bender: Size Does Matter When Selling to Women
August 14, 2008
Trying to attract female clientele with male-in-mind products can cause you to lose sales.
By Kelly McCormick
Yes, it's true. When selling to women, size really does matter. The practice of resizing, repackaging and/or marketing goods to women that were originally designed for men could backfire. Women no longer tolerate having to buy items that pretend to meet their needs. And they're voicing those objections with their wallets.
If the prospect of losing sales isn't bad enough, offering commodities that don't address real gender differences can also cost you your sales force. In crowded markets it can be tough enough to stay competitive. If you add to that the burden of trying to "sell" a woman on goods that over-promise and under-deliver—why, even the most seasoned sales professional may call it quits. It's time for things to change.
The Bases Are Loaded
There have been a lot of advances in goods for women, yet far too many companies still fall short of meeting a woman's real needs And unknowingly operate with outdated sales models. The sporting goods industry provides a perfect example. For all the improvements made, it can still feel like the old days.
In the late '80s, I opened my first business—a retail sporting goods shop. Back then, the women's market was very small. As a result, a female had to make do with gear designed for men—she had to catch a ball in a glove too big for her hand, swing a bat designed for Babe Ruth, then stumble around the bases while trying not to trip in a uniform made for a male body. That's just the way it was. Not anymore. The huge increase in the number of women participating in athletics has transformed the industry.
Don't Strike Out
Recently a vendor wanted an update from me on women in sports. I interviewed the owners of several different sporting goods businesses in the U.S. and Canada. I, too, was curious as to what's happening in one of the fields once dominated by men.
Along with business owners in most other industries, sporting goods shop owners report that women are spending more money than ever—in all age groups. By far the most interesting feedback was about females in the 40-plus range. They're strapping on gear in all types of sports. And it's not just women without children getting out there. Gals with kids old enough to fend for themselves are declaring "me" time, too.
The stereotype of Mom in the kitchen baking cookies for the kids has been shattered. Instead she's probably online, booking her next ski trip. Women are biking with their girlfriends, then spending cash on everything from snowboards to golf clubs and deep-sea diving equipment. In order to stay in the game these days, companies must step up to the plate. If not, it's three strikes and you're out.
Give Her What Works
The time is now to show up with real products that are designed for real women. Regrettably, too many companies still don't understand women or their diverse needs. "Many companies try to appeal to women by 'shrinking and pinking' male-oriented products," states Yvonne Lin, senior innovation engineer at Smart Design, who specializes in designing products for women.
When it comes to athletics, Lin reports that women are still asking questions like, "Why can't helmets and ponytails work together? Why can't ski bindings be redesigned so that there are not nine times as many women as men suffering from ACL tears? Where are those chest straps on hiking backpacks supposed to go?" Lin herself poses the question: "How can anyone sell a product or service that doesn't work for their customer?"
Final Thoughts
Whether your company produces sports equipment, financial products or anything in between, it's just not good enough to slap a "For Women" sticker onto a product or service. If you do, beware: You risk losing sales. That is, if your sales team doesn’t jump ship first.
Women have their own set of product needs. Companies that take the time to listen—and then provide products that really work for women—can win twice. Not only will you increase corporate revenues, you will also make it a whole lot easier for your team to sell. What's not to love about that?
© 2008 Kelly McCormick. All rights reserved. Kelly McCormick writes a monthly column on women and sales for www.SalesandMarketingManagement.com. Get Kelly's OutSell Yourself tips and read other articles at www.OutSellYourself.com. Her book, OutSell Yourself: How to Sell Without Selling, is soon to be released. For information on Kelly's OutSell Yourself with All Buyers and OutSell Yourself with Women Buyers sessions and keynote talks, call 800-889-9637 (PST).
Sales & Marketing Management Magazine
This article is brought to you by Sales & Marketing Management, the leading authority for executives in the sales and marketing field.
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