Why women click in business

Women are starting businesses at twice the rate of men and becoming a major force both in the traditional and the new global e-business marketplace. Even though the business world demands that they should leave a lot of unworkable behaviors and attitudes behind, the emotional sensitivity and the capacity for human connectedness usually attributed to women can also be very useful in business.

Laurel J. Delaney a Chicago-based global marketing and consulting company found in her research "why women are naturals" and said of women's absolute indispensability in global business. I have culled some of the most important points Delaney pointed which I would like to share here.

Women are more attentive and supportive toward others. They are more socialized to give care and support to the people close to them (primarily husbands, lovers and children), and they often extend this care-taking impulse to people outside their family circle.

Women study people, "read" their behavior and make intelligent decisions. They are concerned about why people do and say what they do which men don't always notice. Women read people because they want to act effectively in the interpersonal world. They've developed an instinct for taking accurate readings in a hurry, and acting accordingly.

Women have enormous patience and capacity for forgiveness. Frustration, discomfort and embarrassing social gaffes are more of the rules than the exception when conducting a complex transaction. Delaney says hat "In the business arena, it belongs to people who can give others the benefit of the doubt and let misunderstandings slide." which she believes is an asset most women possess. 

Women are raised to be charming and pleasant to be around. Their sincerity and willingness to offer a conciliatory smile can save the day when things get awkward, or even outright nasty.

Delaney also advises women to smile warmly and to stay on track. Never to over- indulge in humor. You can never tell if customers like the joke, or how even take it. "Just because they're laughing doesn't mean they're amused. You can still entertain by story-telling. It's one of the oldest, purest ways to communicate and always puts people at ease. Try it…they will at least have had an opportunity to relax and enjoy themselves with you."

Women may easily get intimidated but quick to recover. When women find themselves feeling intimidated by their customers, "They can call on their old-fashioned 'masculine' qualities of single-mindedness, confidence and determination." but cautions to keep in mind to focus on what they offer "you've got a product they want, or you wouldn't be there."

Finally, Delaney also advises women to "put your knowledge on the table." Look your customers in the eye and tell them what you know. No need to be an arrogant know-it-all; just state your case and stand your ground. Natural confidence commands respect."

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I would like to greet and thank our readers in Cagayan De Oro Annielough Palomares-Padriga and husband Jay and kids for following this column. Greetings also to our friends and devoted readers from the Philippine Allied Chamber of Real Estate Brokers and License Salesmen (Philacre, Inc) who just hosted a free seminar with Mr. Jun Garing on Breakthrough Selling.

Thank you for following this column. It inspires me to know that I'm not alone here.

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