Winning Her Business - by Bridget Brennan (Paperback)

About the Book

Bridget Brennan, CEO of Female Factor, shows readers how to beat competitors and grow overall market share by applying the fundamentals of creating a customer experience that appeals to the most powerful consumer decision makers: women.

Book Synopsis

Bridget Brennan, CEO of Female Factor, shows readers how to beat competitors and grow overall market share by applying the fundamentals of creating a customer experience that appeals to the most powerful consumer decision makers: women.

When people think about the world's growth markets, they often envision countries like China and India. Yet they miss the largest one right here at home: women. With women driving 70 to 80 percent of consumer purchasing, it would seem an obvious strategy to learn how best to appeal to this continually expanding market. Common sense? Yes. Common practice? No.

In Winning Her Business, Bridget Brennan, advisor to some of the world's biggest brands and businesses, provides a roadmap for selling in a world dominated by the rise of women's economic power. She points out how classic sales practices that focused on simply offering product knowledge are no longer enough in today's Google-informed world. Instead, savvy business people must adapt by learning how to deliver transformational customer experiences that speak to women, and by developing stronger interpersonal skills, value-added knowledge, and emotional-engagement techniques that inspire sales, referrals, and repeat business.

Bolstered by a dozen years of research, Brennan offers invaluable insight into women as consumers and shows readers how, at the end of the day, mastering an inclusive customer experience is something everyone appreciates.

Review Quotes

'At a time when a great customer experience is the expectation, Bridget Brennan's book is right on target. Her research and insight offer a practical guide to providing a tailored customer experience for the largest growth market--women! Her logical approach is intuitive and actionable for both men and women alike. This book should be required reading for all leaders, in order for their business to succeed in a modern economy.' --Peggy Turner, Vice President, Guest Retention and Satisfaction, Lexus

'Bridget Brennan is opening up our eyes to a compelling reality and to a significant business opportunity. Brennan's new book is visionary and at the same time pragmatic and practical. It is a must read for anyone interested in enhancing the customer experience and looking for new business opportunities.' --Laurent Freixe, Executive Vice President and CEO, Zone Americas, Nestland eacute; S.A.

'Bridget Brennan provides us with a wonderful guide to navigating the world of women consumers. In Winning Her Business, Brennan gives readers valuable insights that can be leveraged from the corner office to the sales floor.' --Indra K. Nooyi, Chairman, PepsiCo

'Few know more about female customers than Bridget Brennan. In Winning Her Business she shows how to transform the customer experience for women by engaging their whole selves. If you want to tap into an increasingly powerful customer base, this is the book for you.' --Florian Zettelmeyer, Nancy L. Ertle Professor of Marketing, Chair, Marketing Department, Kellogg School of Management, Northwestern University

'In an era of unmatched speed, convenience, selection, and price, winning her business requires mastering every element of the customer experience, including human interaction. Brennan's Four Motivators Frameworkand reg; is a smart and scalable road map to actionable changes that every business can leverage to succeed with one of the world's largest growth markets.' --Tom Bartley, Head of Retail, Google

'Winning Her Business is a powerful resource for any business leader who aspires to create inclusive customer experiences, stay relevant, and forge authentic bonds with America's new consumer. The book is chock full of highly actionable insights, and Brennan's Four Motivators Frameworkand reg; should be leverageable for any business, regardless of industry, across all dimensions of difference, including gender and beyond.' --Sandy Cross, Senior Director of Diversity and Inclusion, PGA of America