Market Research Services Royal Oak MI

If you’re in business, most any business, chances are that you count women among your customer base. There are the obvious examples, such as Spanx , where women clearly are the target customers, as well as the businesses that consciously court women, like Overstock.com , because they see the opportunity for increased revenue and growth.

But what about products like insurance, computer software, hardware or home loans? It might surprise you to learn that women influence a majority of these purchases and if you’re not actively soliciting their business, you’re leaving money on the table. We call this female-friendly approach, Custom “Her” Service, and it’s not nearly as time-intensive as it sounds. In fact, it’s a smart way to earn business from your male customers too.

Throw out gender assumptions

The first time we purchased a home, my husband and I were referred to a banker by a trusted business associate. We scheduled a meeting and I compiled an expandable folder full of everything we might need.

In our home we divide work based on talent, which means my husband cooks and I handle the finances. But the lender was determined to remain tradition-bound in his approach. The first and only time he looked at me was when he offered us each a chair. From that point forward he directed all of his questions to my husband, who would then look to me for a response. I would provide the lender with an answer and he would then question my husband further.

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