Winning Her Business: How to Transform the Customer Experience for the World's Most Powerful Consumers

by Bridget Brennan

Overview

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.

Product Details

ISBN-13:	9781400210008
Publisher:	HarperCollins Leadership
Publication date:	03/03/2020
Edition description:	Reprint
Pages:	256
Sales rank:	373,678
Product dimensions:	5.40(w) x 8.30(h) x 0.70(d)

About the Author

Bridget Brennan is the CEO of Female Factor, the world’s top consultancy focused on women consumers. She is the leading professional speaker on the subject of engaging women as customers and decision makers. She is also the author of the book Why She Buys: The New Strategy for Reaching the World’s Most Powerful Consumers (Crown Business, 2011). In her work, she’s conducted research with thousands of women on their purchasing habits and preferences, and provides counsel to Fortune 500 executives and sales teams on developing strategies to grow their businesses. She was named a “Woman to Watch in Retail Disruption” by the Remodista think tank and is a contributing writer for Forbes.com. Additionally, she is a member of the Vikings Women Advisory Board of the Minnesota Vikings National Football League team and a frequent guest lecturer at universities.

In her work at Female Factor, Brennan developed a sales training program that has been implemented successfully at major companies throughout the United States. Based in Chicago, she is a sought-after presenter at conferences and industry events around the world. Learn more about her at www.bridgetbrennan.com.

Table of Contents

Introduction xiii

Chapter 1 Your Biggest Growth Market Is Already Here 1

Chapter 2 What Selling Looks Like Now 13

Chapter 3 The Four Motivators Framework 23

Chapter 4 Motivator #1: Connected: Create an Emotional Connection with Your Customers 43

Chapter 5 Motivator #2: Inspired: Inspire Your Customers to Do Business with You 77

Chapter 6 Motivator #3: Confident: Instill Customers' Confidence in You and Your Products 101

Chapter 7 Motivator #4: Appreciated: Make Your Customers Feel Appreciated for Their Business 125

Chapter 8 Top Trends Driving Women's Buying Patterns: A Road Map to Exceeding Customer Expectations 143

Chapter 9 Your Monday Morning Action Plan 175

Acknowledgments 187

Appendix 189

About the Author 199

Notes 201

Editorial Reviews

'Bridget Brennan provides us with a wonderful guide to navigating the world of women consumers. In Winning Her Business, Brennan gives readers valuable insights that can be leveraged from the corner office to the sales floor.'
—Indra K. Nooyi, Chairman, PepsiCo

'In an era of unmatched speed, convenience, selection, and price, winning her business requires mastering every element of the customer experience, including human interaction. Brennan's Four Motivators Frameworkand reg; is a smart and scalable road map to actionable changes that every business can leverage to succeed with one of the world's largest growth markets.'
—Tom Bartley, Head of Retail, Google

'At a time when a great customer experience is the expectation, Bridget Brennan's book is right on target. Her research and insight offer a practical guide to providing a tailored customer experience for the largest growth market—women! Her logical approach is intuitive and actionable for both men and women alike. This book should be required reading for all leaders, in order for their business to succeed in a modern economy.'
—Peggy Turner, Vice President, Guest Retention and Satisfaction, Lexus

'Bridget Brennan is opening up our eyes to a compelling reality and to a significant business opportunity. Brennan's new book is visionary and at the same time pragmatic and practical. It is a must read for anyone interested in enhancing the customer experience and looking for new business opportunities.'
—Laurent Freixe, Executive Vice President and CEO, Zone Americas, Nestland eacute; S.A.

'Winning Her Business is a powerful resource for any business leader who aspires to create inclusive customer experiences, stay relevant, and forge authentic bonds with America's new consumer. The book is chock full of highly actionable insights, and Brennan's Four Motivators Frameworkand reg; should be leverageable for any business, regardless of industry, across all dimensions of difference, including gender and beyond.'
—Sandy Cross, Senior Director of Diversity and Inclusion, PGA of America

'Few know more about female customers than Bridget Brennan. In Winning Her Business she shows how to transform the customer experience for women by engaging their whole selves. If you want to tap into an increasingly powerful customer base, this is the book for you.'
—Florian Zettelmeyer, Nancy L. Ertle Professor of Marketing, Chair, Marketing Department, Kellogg School of Management, Northwestern University

From the Publisher