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Shared by Steve
So – with this gem in mind – it’s obvious where to focus our referral marketing rewards and customer service satisfaction efforts – no?

The more I read from this guy’s blog - the more I like it. Hope you all enjoy.

All the best,

Women are responsible for countless purchases, but they need help to create efficiency in their buying decisions. So what they tend to do is find a person who they can really trust, and then use that person as a filter when making specific decisions.

Take for example, someone with a legal issue. If they have someone who’s been doing great legal work for them, they will go to that person every time for legal issues, either for direct help or trusted referrals.

So you need to not only understand the core services you provide, but the appropriate referrals around your industry – how people find you, who they ask first for help, why people trust others in the professional world. This is especially important to do with women, because they have been found to refer business services at twice the rate of men.

On average, a woman will refer a person that she is pleased with 26 times, while men only refer about 13 times. It might take longer to get a woman as a client because she does two things more than men. First, she will rely on more peer and expert recommendations. Second, she’s going to ask around more and do research on the Web about your business.

The good thing is, once a woman finds the right candidate to serve her needs, she tends to stay loyal longer because she’s already invested a lot of time in finding the right one. And was mentioned, she’ll refer your business twice as much as a man.

These numbers should also encourage you to take extra good care of your female customers. Because if you don’t, then that means they’re handing off a negative message about your business at least 26 times.

Original Article link back here

Next in this series: What women want

This post is the second in a series of excerpts from OneCoach CEO John Assaraf’s interview with Lisa Johnson, CEO of ReachGroup, formerly ReachWomen, an international marketing consultancy. She also co-authored: Don’t Think Pink: What Really Makes Women Buy and How to Increase Your Share of this Crucial Market.
By OneCoach CEO John Assaraf’s interview with Lisa Johnson, CEO of ReachGroup)

By Seth Godin