Bridget Brennan, CEO of Female Factor, shows readers how to beat
competitors and grow overall market share by applying the
fundamentals of creating a customer experience that appeals to the
most powerful consumer decision makers: women. When people think
about the world's growth markets, they often envision countries
like China and India. Yet they miss the largest one right here at
home: women. With women driving 70 to 80 percent of consumer
purchasing, it would seem an obvious strategy to learn how best to
appeal to this continually expanding market. Common sense? Yes.
Common practice? No. In Winning Her Business, Bridget Brennan,
advisor to some of the world's biggest brands and businesses,
provides a roadmap for selling in a world dominated by the rise of
women's economic power. She points out how classic sales practices
that focused on simply offering product knowledge are no longer
enough in today's Google-informed world. Instead, savvy business
people must adapt by learning how to deliver transformational
customer experiences that speak to women, and by developing
stronger interpersonal skills, value-added knowledge, and
emotional-engagement techniques that inspire sales, referrals, and
repeat business. Bolstered by a dozen years of research, Brennan
offers invaluable insight into women as consumers and shows readers
how, at the end of the day, mastering an inclusive customer
experience is something everyone appreciates.
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