If Hillary Clinton walked into your store, could you successfully sell to her?

My guess is probably not.
In today’s US leaders debate we saw how one of the world’s most successful men stumbled and defended his way through a debate with a powerful boomer woman. He was outclassed and outgunned.

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And what he probably hadn’t read was the seminal book on marketing to women published by The Boston Consulting Group (BCG). Here is an extract:
“There may not be violence in the streets, but there is upheaval in the workplace, turmoil in the home, radical change in the marketplace, and a struggle for influence in government and society as a whole.
“It is a revolution of, by, and for women—driven by a desire for more: for ongoing education, better ways to nurture themselves and their families, increased success as executives and entrepreneurs, higher earnings, and better ways to manage and leverage their accumulated wealth.
“It is a revolution of dissatisfaction in which women are using their checkbooks to vote no on large sectors of the economy, including financial services, consumer electronics, consumer durables, and healthcare. They are saying: “You don’t understand me,” “There are too many demands on my time,” “I have an overwhelming share of house hold chores and a full- time job,” “Help me or I’ll find another provider.”
BCG has outlined just the beginning for companies who fail to conduct due diligence on women’s powerful purchasing power.
While I nowhere match Clinton for tenacity and resilience, I am a woman of her generation. We know what it is like to be treated without respect by when we’re young and now as we mature.
So, if you cannot clearly say today that you understand this generation of women who are the healthiest, wealthiest, best educated and most ambitious ever, then now is time to make a beginning.

Claire Moffat

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