- Understand her situation–ask questions and learn about her.
- Don't sell her, let her buy–pushy salesmen have no pull with smart buyers.
- Really listen–listen and learn.
- Solve her problems–be solution-focused, rather than transaction-focused; telling her about a similar problem you've solved for someone else will help her identify with and gain confidence in you.
- Use testimonials – don't shy away from letting a third party say nice things about you–use testimonials from people she admires.
- Help her finalize her decision–help her decide but only after you understand what's driving her hesitation.
- Follow up, follow up–becoming a missing person after only one meeting convinces her why you were there in the first place … to sell her, not serve her … so follow up.
- Give her some breathing space–she was kind enough to give you time to make your presentation, give her time to digest it and make a decision.
- Ask for referrals–word of mouth goes a long way with a woman; once you've established a rapport and relationship, ask for those referrals.
- Turn the relationship into a partnership–stay in touch with her after the sale; commit to a relationship.
Cynthia Tidwell is president/CEO of Royal Neighbors of America.
