Engaging Women: It’s a Business Issue, Not a Gender Issue

When looking to strengthen and retain client relationships, as well as identifying the next growth opportunity, financial advisors have learned a simple and powerful lesson: Pay close attention to demographics and align yourself accordingly.

Get access to this article and thousands more...

All Financial Planning articles are archived after 7 days. REGISTER NOW for unlimited access to all recently archived articles, as well as thousands of searchable stories. Registered Members also gain access to exclusive industry white paper downloads, web seminars, blog discussions, the iPad App, CE Exams, and conference discounts. Qualified members may also choose to receive our free monthly magazine and any of our daily or weekly e-newsletters covering the latest breaking news, opinions from industry leaders, developing trends and growth strategies.

Already Registered?

Comments (2)
Laura: As a female advisor, I struggle with the marketing focus on what is an obvious market - women clients. I also struggle with the focus on teaching male advisors how to talk to their female clients. Really? Is it possible to teach male advisors how to listen and direct their communications to the female client base? In my opinion it comes off as contrived and rehearsed. There are many wonderful male advisors who have the skill sets and personality to engage their female clients. They make their female clients feel central to the conversation. But every time I see the focus of marketing on "you better engage those female clients because they are actually important" I can't help but say to myself "no SH&$!" Is this really news to the male advisors out there????
Posted by Ursula D | Tuesday, March 19 2013 at 10:32AM ET
As the author of "Keys to the Ladies Room" I am often asked "Can male advisors effectively tap into the women's market" and my answer is always a resounding YES. Just as Laura states in her article connecting with women is NOT about gender but it does require and understanding of what women want. This may take more effort on the part of the male advisor. The key is understanding what attracts women to your practice in the first place. In my recent blog post "Even Male Advisors Can Do It Well" I share the number one secret to connecting with women. See attached post for the answer: http://www.adrimillerheckman.com/keys-to-the-ladies-room/even-male-advisors-can-do-it-well/
Posted by Adri M | Thursday, March 21 2013 at 12:23PM ET
Add Your Comments:
Not Registered?
You must be registered to post a comment. Click here to register.
Already registered? Log in here
Please note you must now log in with your email address and password.

Already a subscriber? Log in here