Susan Wilson Solovic: Hello welcome to SBTV.com I am Susan Wilson Solovic. My guest today is Delia Passi she is the President and CEO of Medelia communications and shes the founder of Women Certified and a leader in helping companies market to women. Thank you for joining us Delia Passi: Thank you Susan. Susan Wilson Solovic: First of all, I have to ask you because I hear this a lot, why is it important for companies to have a strategy to sell to women because a lot of people say that is a bunch of bank. Delia Passi: Its very interesting. We got that a lot but at the end of the day we are very different when it comes to the bank process communication process, I think about it in your own life. You know women take longer in the buying process. Look at how much time they spend in the mall in stores they spend an average of about 30 to 40% longer. Women love to browse they love to window shop, the love to collaborate with friends when a man goes to buy he typically his very goal oriented, this is what I gotta but, he knows exactly were hes going to go.Not over seeing them and joining the community of mall and shopping but women divide it, they actually enjoys it. 70% of women research that they are actually loves to shop. Im not sure if we got the same numbers from then. So I think that when youre talking about why we have different money. Well they are biological and social research that shows that women are actually communicate much differently than man do. And what understanding those communication differences in different between making a sell or not.Susan Wilson Solovic: What about is there a difference between selling to women and marketing to women? That works a major difference and I am glad you asked that because people confuse it. Delia Passi: Marketing is one of a company well product creates a perception, your out there your putting an ad, your doing a direct mail campaign, you are creating a perception of what she want women to think about your plans. But where the river meets the road and where the consumer actually put some money on the table is at the customer service level, its at the sale level. So when you are assign to a women if you dont go through the seven step process which I have in my book winning the top best costumer, you could do all the marketing in the world you want. But at the end of the day if you dont meet, her needs at the sale level shes going to walk away and you just waste all those dollars.Susan Wilson Solovic: Now we do know that many women are different, I dont think any bodies going to discuss on that when but what are some other key differences between selling to men and selling to women.Delia Passi: Men are tend to still be somewhat more transactional in the buying process. They love to negotiate its very interesting when we ask men how many times a day theyll negotiate first thing on average they negotiate about four times a day. You ask for women how many times they negotiate is the most women will say I dont negotiate, so we are rarely so I think what were getting at is that for men is still as not into a relationship base as is this for women. Women drive in building a relationship with their amended partners. So that is one big difference, the other thing is that women like to take that relationship, they want to build more trust around the relationship. I want to trust that you will be there for me above and beyond the call and where beyond and beyond the day to day business transaction. They tend to also be much more brand well than man are. Women will they tend to stay with the brand longer, they tend to stay with the financial adviser longer, and they tend to distribute that for longer if they develop relationship with you and you want to hear women say I will drive 20 miles out of my way to go to that dentist toward to go to that store because I really introduced well there and I like those people. Men are more inclined to deal with convenience as the more important factor in their lives and there are many others. Susan Wilson Solovic: What amount of business that is struggling to tell a women, how can they meet does needs because that is a lot to think about.Delia Passi: Well the first thing, you have to look at your demo graphic and where you got to understand to little, I call that as a self assessment, Im just through understand who your customer is, are they women with small children are they puma women are, they working staying at home. Understand your demo graphic it could be a little average bank right? So what you want to do is really then maybe caters to what they need first so you have an older generation who shops with you. make sure that when they come as a couple that he has a place to sit while she is browsing if the have children you want to make sure that they have a center maybe were there children can sit, lets say youre an auto dealer. If I bring my kids how do I got through it, we have our process and you know what its like taking small children around. Have an area for the children to watch the DVD when mom and dad or just mom is making the deal. What Im giving is theres a lot of ways that the companies could do that, everything from making sure that your environment its female friendly to receptionist to your bathrooms make sure your environment is a place she wants to be in. Susan Wilson Solovic: What are the companies doing a pretty good job thats meeting and addressing all of those needs and how they can make improve on what theyre doing?Delia Passi: I will tell you there, company is especially like the cosmetics comes this and so for. They actually, thats all they deal with. Try to understand the female consumer but to be honest they can do a much better job and that is because what were hang for women is that even if your product or you services meeting her need shes still feeling that shes not getting what she needs from the sales person perspective. So what my suggest is train yourself force on how to really go through again the seven steps sales process, you can never go wrong if you learn the seven essential stuff to signing for women, you wont go wrong. Most people that would go from step one to two by passing and go to step five or six and women walking away going that wasnt her that wasnt understood I just did get what I needed about that experience.Susan Wilson Solovic: Now Delia in the earlier interview that we did with you we talked about your program the women certified program, can you just briefly tell the audience what women certified it?Delia Passi: Women certified is where women go to find the best in sales quality service. So its women certified.com its the destination site. But when its starts on the brand and the brand that you can wear because you got a pen its a brand that you can be very proud of because when you as professional and this should be for a small business owners, individuals, professionals when you become women certified. And you have to go through training to get there, but when you do, you are clearly stating that I not only appreciate your business Im going above and beyond to make sure that I meet an expectations.Susan Wilson Solovic: Well thanks for joining us Delia youre so knowledgeable so it is so much great information we appreciate it. And thanks to all of you for watching SPTV.com we hope you will tune in and watch more of the Delia interviews and remember small business is our only business.