Women small business owners often operate much differently
than men. In the beginning, in my experience, men are more
likely to select their businesses based on potential for
making big money and women are more likely to choose based
on a passion.
Some women are able to start very small businesses, like a
MLM or personal service business, because their husbands
are the primary wage-earners and their income is not
'needed'. Most men do not have this option open to them.
Women often have a tendency to think smaller than men, too.
They are less likely to beg, borrow and steal to get the
money they need for business development. They think
smaller, spend smaller and build slower. Often, this means
they stay very small because they are unable or unwilling
to spend anything on their marketing or business education.
In networking, a man is more likely to be direct, ask for
what he wants and be unconcerned about hurting his fellow
man's feelings. In fact, that thought probably never
crosses his mind! Women, on the other hand, skirt issues,
avoid conflict and sometimes don't ask for what they want
and need for fear of offending. Women also nurture and
educate more, making the relationship-building component of
networking easier and sometimes quicker.
Networking is an opportunity to do business in a social
way. I have noticed a significant growth in the number of
women's networking groups in the last few years – probably
because women and men network differently. The local
chamber and some weekly leads groups often have a more male
culture. Women successfully combine hugs and business
development, getting business and some social needs met
simultaneously.
One big problem that negatively affects women's success is
'taking it personally'. We want to be liked and sometimes
lose perspective – it's business. It is OK if everyone
doesn't like you – it's business. Your mission is to
market your business to a target market and get people to
buy what you're selling. Making friends will happen
organically, just like in any workplace.
The sales process is also quite different. Women have a
lot of unnecessary fear that can easily be worked around,
often based on their negative past experiences when they
were the prospects. Men do not have as much difficulty
asking for the sale. The sales meeting, or fr'ee
consultation or demonstration, will be controlled by
someone and it should be the business person doing the
selling! Have an agenda and follow it. It is perfectly ok
to establish rapport by having a short personal discussion,
then get to the business at hand.
Listen to the prospect tell you their problems, demonstrate
your ability to solve their problems, then use their own
admission of their problems to close the sale. If you
honestly believe in your service/product, then you will
know when you are doing the prospect a favor by offering it
to them. So offer it, already! Ask for the sale! Here
are some great options:
- I would really like to work with you; would you like to
work with me? (must be delivered with genuine sincerity or
it will fall flat)
- How would you like to move forward?
The most important part of the sales process comes next –
be quiet! Allow the prospect to think about your offer and
give you an answer. The first person to talk loses – this
is a basic rule of sales. The mistake many women make is
to keep talking – and giving discounts. Please don't do
this!
As a purchaser, I love it when you do this! If you offer
me a deal, I'm going to take it. However, if you had not
offered the deal, I probably still would have made the
purchase.
There are more issues faced by women, such as work/life
balance, especially for those who begin their businesses
when their children start school, or after a divorce. With
adequate education and investment in business development,
and a clear understanding of all her goals, a woman can
certainly have a successful business; and the same can be
said for a man.
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Audrey Burton, Small Business Coach, is "The Tigress". Get
her FREE Special Report, "Closing the Sale is Not
Complicated!" and her FREE monthly email newsletter at
http://www.TigressCoaching.com .