Women are programmed a little differently. I'm speaking in general terms for both genders of course.
Women are indecisive and perfectionistic. Everything is based on feelings. Not that they will buy when they are happy versus when they are sad, but it's less of a logical process and more emotional.
Let's see it played out. A lady of the house has the option to go with one of two fabricators for new countertops. Both were referrals from close, personal friends of hers. The first fabricator gave a bid that was quick and precise. At the end she knew how much it would cost, when it would be completed, and exactly how the process would work. They even gave her a special discount because of the personal referral.
The second fabricator took more time to deliver the bid. He complimented her on her kitchen, talked to her about her horses, and said hi to her children. She got her bid, an estimate of the time of installation and no discount.
Although a man may respond better to the first fabricator, women tend to prefer the second. This is because a woman will go with who she likes over who's the more logical choice. She will base it on how she feels about the person.
The biggest lesson you can take away from this is that if you are losing bids and you don't know why, you may want to evaluate how well you are making an impression with the potential customer, especially if they are female.
There are specific things women care about that men may not when it comes to choosing a countertop provider, such as:
- Are all my questions answered?
- Do I know all of my design options so I can make the best choice?
- Will all of my needs be met with the product and during the reconstruction of my home?
- Will it be easy to work with you if there is an issue?
- Am I getting everything I want the way I want it?
Let's not forget, women care about the logical things, too, as do men. If you can master the logical concerns as well as the emotional when it comes to buying countertops you will be an unbeatable sales force. Tailor more to women and blow your competition out of the water.