Two Client Acquisition Tips for Women Business Owners

One of the first challenges I faced when I started my own marketing to women consultancy was – how do I get customers? Who are they and where can I find them?

The next challenge was, how do I persuade them to do business with me?  

These are two key questions you must be able to answer if you want to attract customers to your business.

I've found that most women are natural networkers, online and offline. We are eager to help each other out.  But in order for your networking contacts to help you, they have to know who it is you are looking for.

Who do you want to talk to?  When you're out there doing all that wonderful networking, you should let people know who you want to meet, who you want to be introduced to, who you want to talk to.

The more specific you are the better.

Vague example:  I used to use this line, "I want to talk to companies who are targeting women.  I specialize in marketing to women and marketing to women online."

I wasn't being specific enough.

Better example:  One of the groups I work with is financial services companies.  So when I am at networking events with folks who are in the financial industry, I say "I would like to meet financial advisors who want to grow their book by working with women or women as a part of a couple."  

Better example:  When I am at Internet marketing events, I say "I would like to meet E-Commerce and B2B companies whose customers are women.  I help them create women-friendly websites."

Get the picture?   When you're networking, plan out your "I would like to meet (fill in the blank)" line.   The great news about networking, especially with women, is that people genuinely want to help you and hook you up with folks they think can benefit from meeting you.  Thanks to Laura Posey at Dancing Elephants  for this valuable advice.

That brings us to question number two.

Two – Why should someone do business with you?   You'd be surprised how few business owners have a good answer for this question.    

In my financial services group – my answer to this question is "70% of all women leave their financial advisor within 3 years of divorcing or becoming a widow.   And it has nothing to do with the advisor's performance.  Most advisors have no idea why.  I do.  I help advisors grow their client list by retaining and attracting women clients."

In my Internet networking group – my answer to this question is, "Research shows that men and women behave differently online.  They have different buying processes.  I have a 21 point website review that rates how persuasive your website is with women.  I can help you do a better job of selling to women."

How to create your answer

•Focus on a problem in your industry and explain how you help solve it.
•Focus on a factor or statistic to highlight a problem, known or unknown.
•Stress a point that highlights your expertise.
•Stress the one thing that you do particularly well.
•Always end with the goal/benefit your perspective client wants to achieve.  

Just remember, try to keep it brief.  My answers are actually a little long.   I'm sure you can do even better.

Get started and get specific.  Good luck attracting those new clients!  

You have to know who you want to talk to, and what you have to say.

Back of the napkin – elevator speech

Who are your customers?  The more specific the better.

Marketing to Women Online -Holly Buchanan is a popular speaker, author, and blogger. She runs her own marketing consultancy with a specialty in marketing to women online. She is the co-author of The Soccer Mom Myth - Today's Female Consumer, Who She Really Is, Why She Really Buys.