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WME Feature Book Review: In Women We Trust
Author: Mary Clare Hunt
 A
book that explains the “why” and “how” to successfully market to
women.
Smart business professionals already know that in today’s
marketplace women are controlling more and more purchasing
decisions. According to a new book, In Women We Trust,
author Mary Hunt states that women currently make or influence:
- 83 % of all consumer products and services purchases.
- 91 % of all new home purchases.
- 9 out of 10 decisions on what food to buy.
- 88 % of kitchen appliance purchases.
- 80 % of family health spending.
Hunt,
writes that the “women’s consumer culture is shifting.” Women
are opting to work and shop within their own culture first. Or,
to put it another way, women on a more frequent basis are
choosing to do business with women-based businesses.
The author explores the “why women trust women” culture and how
it is changing the business landscape. She explains that women
“don’t buy from other women to honor sisterhood; it is because
they trust the sisterhood.” And it’s not that they don’t trust
men, it’s that women trust women more.
What makes this book informative, are the nine “trust points”
Hunt identifies: creating community, respect, consideration,
being fun, safety, honesty, reliability, thoughtfulness and
loyalty. Each chapter discusses the importance of a specific
trust factor, provides examples and quotes from survey
participants and offers pointed questions that allow readers to
see if they are providing the trusted experience women are
looking for.
In Women We Trust addresses key questions that most women
are already aware of and every business should be: What exactly
to women offer other women? Why does the trust factor start with
an assumed trust level between them? And how can a business
apply these same values and keep both genders as customers.
Hunt’s answers go well beyond employing fancy advertisements and
marketing rhetoric. She writes that today’s female consumers
aren’t interested in bells and whistles. They’re interested in
building connections and relationships. So much so, that they
are turning to their sisterhood for the products and services
they need in their lives. And that the key to gaining a woman as
a customer is to sell to her in a manner consistent with and
respectful of women’s culture – to approach her the way she
wants, answer her questions, deliver a level of customer service
she demands. In short, gain her trust. The book explains how to
go about doing that, and why it is so important.
This book is for marketers and business professionals who aren’t
yet aware of this cultural shift and the significant impact it
can have on business success or failure. It’s for business
employees (i.e. salespeople, customer service reps) who can
influence customers more than they think. And it’s for all
female consumers who are serious about what they buy and who
they buy from. |
