provided by: 
When I was younger, one of my favorite things to do was play in the backyard. That was where my father put the playhouse he had built for me and my sisters. Back then, we would cram into our pink particle board house with real shingles and pretend to be grownups.
Now that I'm much older and living on my own, I play house every day. Except now I pay the bills, buy and even cook the not-so-pretend food, as well as maintain the car and property. While the cooking at times is painful and nearly poisonous, I truly enjoy spending time outside caring for the lawn.
Purchasing my first piece of outdoor power equipment was a big step. I sought a dealer who could answer lots of questions and help me decide what mower was right for me. I was satisfied to have made an educated decision at an establishment where my position was respected.
In my position today as a young woman living alone, I am part of a vastly important and growing market. Today, single women add up to one-fifth of the nation's population. Additionally, 57 percent of these women own their own homes. This rising statistic translates into a sizeable single female customer base.
Many business owners and outdoor power equipment dealers have yet to realize this demographic's purchasing potential and tailor their marketing efforts accordingly. Taking the time to do so could really pay off.
Since I'm on my own, I make purchases with my solo income. Given the fact that writers don't necessarily rake it in, I'm very selective when it is time to purchase a product or service. This is why successfully marketing to women is becoming an increasingly relative issue. I will spend my money where I feel most comfortable. It is up to the dealers to put their female customers at ease when making a sale or providing a service.
You learned on pages 24-26 several marketing techniques that many dealers find to be successful. While these methods are often triumphant, the female consumer may need a little more influencing. Do you already have a system in place for marketing to your female customers or do you lack one altogether? Either way, the fool-proof way to improve your ability to reach the female consumer is by simply asking them how. We like to think men can read our minds, but we know that's not the truth.
Begin by asking your customers why they came into the store. Where did they hear of your business? What kind of product or equipment are they looking for? Solicit their advice on how you can improve the dealership to make it friendlier to women. After finding out how they feel about the facility and products, move on to the equipment servicing.
Single or not, many women take on multiple roles. Anything that can make our lives easier is welcomed. Equipment servicing should be done in a manner that is both cost effective and accommodating.
Regardless of the size of the sale, make sure that you always thank your female customers for their business. Like most customers, we want a good product backed with great service. But mostly, what we want and deserve is respect for our independent purchasing power.
To contact Lisa Danes:
Phone: (920) 563-1634/Fax: (920) 563-1702
Email: lisa.danes@cygnuspub.com
author: By Lisa Danes