Is Your Marketing Technology Focused On What Motivates Women to Buy?

CPS Example Screen

Enjoy this Guest Blog Post by Zoe Miller, Principal, Computer Presentation Systems
CPS is a Sponsor of The Jeff Shore Sales Leadership Summit

According to the National Association of Home Builders, women make 91% of the decisions regarding the purchase of a new home.

This somewhat amazing statistic begs the question: Is your sales and marketing technology focused enough on what motivates women to buy?

Women play a significant decision-making role in purchase decisions (not just in home purchases, either). Women are key decision-makers in consumer electronics, cars, furnishings, and other big-ticket purchases.

How much thought have you given to your sales and marketing technologies in terms of how they recognize and respond to women’s values and needs?

Did you know women are the “most” connected consumer? In other words, men aren’t the only geeks in your audience!

Are you taking advantage of the latest electronic means to connect? This doesn’t just mean Facebook and Twitter… it suggests mobile interaction, not mailers, for example.

And what about downloadable apps, interactive sales offices, and web chat?

We suggest that you focus your priorities around efficiency of time, timeliness, and actionable content.

Studies also suggest women see information, products and even themselves in terms of how they relate to others. Marketing messages resonate more when they tell relevant stories.

Take a look at the interactive touchscreen image designed for Minto Homes Florida at Harbour Isle. Doesn’t this image tell a dynamic story?

CPS Example Screen

Yes, the customer is looking at new homes, but this touchscreen display tells a visual story that offers so much more than that: family, lifestyle, and relaxation. Wouldn’t you want to find out more about how to live inside this photograph?

And this is only one small example of how to focus your sales and marketing technology on female buyers.

What other ways have you come up with? We’d love to hear about it!


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About the Author: Zoe Miller

Zoe Miller is a principal with Computer Presentation Systems, Inc. Founded in 1985, CPS provides CRM, construction management and warranty/customer service software to homebuilders throughout the US. CPS’ interactive touchscreen system, SalesTouch, is used by single- and multi-family builders, developers and retail stores.