One of the conundrums in marketing is to figure out what are the deciding factors that will get a buyer to actually buy.
A lot of behavioral and psychological research has already gone into understanding on a retail level how men and women shoppers decide differently.
One of the most common tendencies observed in men is their “mission, task-oriented approach” to shopping. They spend less time, shop for specific items and may purchase more than one of the same item.
By comparison, women tend to be “discovery-oriented” shoppers – they spend more time, consider more options, and easily switch to other purchase areas.
In 2005, these differences were not wasted on Deloitte LLP, a worldwide consulting firm. Their marketing model was failing to secure business with potential clients including women. This was despite the fact they already had an internal program to promote more women into management.
Here’s what Deloitte discovered:
- An internal corporate survey of senior managers revealed a predominant attitude that selling to women is different.
- Brain research indicates gender differences are less for cognition and intelligence but greater for decision-making.
- Labor statistics revealed women already held more than half of all managerial and professional positions and 41% were in decision-making positions.
- If they were going to succeed, it required a shift away from a male understanding of women in decision-making roles.
- Rather than focus on gender differences, Deloitte’s outlook was to understand gender “tendencies.”
When it comes to deciding factors, the tendency is for women to take a different approach than their male counterparts.
Deciding Factors
– Women may actually increase and explore other options with collaborating experts.
– Women are more inclined to hear the thoughts from everyone involved and expand solution possibilities and evaluation.
– Women want to hear ideas, determine important points and seek more detailed information if needed.
– Women want to meet with team counterparts where social interaction is a key part of their discovery process.
– Women are looking for a more integrative approach with a larger solution that may include social consciousness.
Deloitte readily admits retraining their staff to understand gender and individual tendencies in decision-making have positively impacted business and client relationships.
Five marketing lessons that can change the way you do business
- Recognize that marketing is shifting to accommodate more women in decision-making roles.
- Be aware that women have a tendency to have a different set of deciding factors when evaluating and making purchases.
- There is a greater potential to influence and increase decisions by addressing the deciding factors early on.
- Marketers can profit by having the versatility to meet the needs of both “task-oriented” and discovery-oriented” decision makers.
- Women decision-makers can feel comfortable and confident knowing they can follow the tendencies that work best for them.
What are your deciding factors when it comes to making decisions?
Source: http://hbr.org/2013/09/how-women-decide/ar/1
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True, there are differences in behaviour and attitudes…a good article.
So true, I think we, as women, have a lot more different perspectives on life and business because we ARE typically more social and invested in relationships. I definitely make decisions based on how I feel, emotion, the feelings of others and of course the task/project.
Right Kristen, we do have different perspectives, are more social and take relationships seriously. And, isn’t great that we do!
There is no doubt that women and men are different in their behaviour and how they make decisions. The stats are quite interesting and maybe I’m not that surprised that women take a different approach than men do in both business and their personal lives too. For myself, I really use a lot of different inputs and weigh a lot of different criteria to make an “important’ decision or choice. Sometimes I surprise myself and actually just say “Yes”, without knowing for sure the whys behind it. I’ve come to trust my own self, my intuition, and so far it works out more often than it does not. I’m definitely much more discovery-oriented and often see a much bigger and broader picture. One of the things I have been working on is not being so anxious to get from A to Z in as few steps as possible, as I’m learning that the process is often the most important part. Thanks for the great read, as always, Joyce!
Beverley, women do take more factors into consideration and I think they have a more global thinking pattern than men. Learning to trust intuition is like having an extra secret tool to help make a decision but also to confirm the decision made. You point about getting from A to Z is interesting in taking it as a process. I think the focus has been directed to the goal without realizing all that can be learned by the process itself. Thanks for sharing. Your thoughts are always appreciated.
Great post Joyce! Very interesting lessons we can learn on what makes someone buy 🙂
Getting people to buy is always a challenge but understanding what gets them to buy can make all the different in the world. Any knowledge we can add to this is a help to all of us.
understanding the buyer (or employee) makes all the difference. It was fascinating to see the tendencies attributed to women buyers. Women will sooner react socially and consider social consciousness . that makes sense!
Agree Alene, it does make sense. And, that is where we can make the greatest impact to get our message out to a larger audience.
I’m definitely discovery-oriented in my decision making. When shopping I will easily jump from one area to another. If Hubby is with me he’ll look confused and say; “But I thought we were shopping for….”. He is obviously task oriented.
Ah… shopping with men. They’ll never understand. Smart is the retailer who puts seating either at the front of the store or just outside the dressing rooms!
This is fascinating but it feels right on.
If it feels right for you Rennee, then that’s what you go with. Women have a better innate understanding of things. That’s just the way it is.
Very interesting, Joyce. I have about equal queries from men and women, and they really do decide differently. I approach all the same, but hm. Gonna think how to implement the differences!
Interesting that you have noticed the difference, Susan. Keep me posted. I’m curious how the changes you implement work out.
I prefer not to be pressured into a purchase. I prefer honest salespersons to help me make the decision on my own at my own time.
Good for you, Sabrina. Once you have found a decision-making style that works for you and gives you the best end results that should be your fist option.
I think it’s a tremendous benefit that we do and think about things differently. That’s often what’s needed to find solutions.
Jennifer that’s very true. Unfortunately, the male population has been slow to pick up the better solutions that women can offer. We just need to continue pushing the boundaries.
There’s definitely a difference between how women and men decide things, just ask my husband! LOL This shows why it’s so important to know who your customer is so you can market to the right person in the right way.
You’re absolutely right Carol. I see this information as critical in helping us to market to the most productive part of our audience. P.S. I’ve been married a long time and my husband still doesn’t understand. LOL.