Reaching Women

Most women love to shop for clothes, but unless you’re a fashion maven with too much time and money on your hands, the search for those perfect black pants or a spring trench coat can be overwhelming. A few months ago, I realized it was time to infuse some new life into my closet. I booked a day in Portland and headed for Nordstrom. I’m a committed fan of this department store because of its unmatched return policy and wide variety of styles and designers (and no, they’re not paying me for such unabashed praise).

I hooked up with a Nordstrom personal shopper and never looked back. Rachel (not her real name – she’s just too good to share!) asked targeted questions and quickly assessed my body and my personal style. The first items she brought made me feel a little frumpy. But after a few misfires, she was hitting it on all cylinders. Everything she carried into my spacious private dressing room was dead-on. Rachel also suggested shoes, bags and accessories to go with all her great finds. Four hours later, I was exhausted but exuberant. I had stylishly filled all my wardrobe gaps. The process would have taken days, if not weeks, had I attempted it without such a knowledgeable guide. I had found my fashion Insider.

Women seek ongoing relationships and insider information. When a woman is ready to try a new product or service, or to invest her money in a significant purchase (from clothing to real estate to financial services), her first research step is to consult an expert. The Insider provides credible, hard-to-find, and most importantly, unbiased information about an unfamiliar item or industry. In many cases, the perfect Insider is a friend and fellow consumer, but exceptional sales staff and even entire brands can also earn this coveted role. These professional insiders are handsomely rewarded with disproportionate customer referrals, positive word-of-mouth buzz and enduring loyalty.

Let's take an X-ray of what makes a true Insider. I'm going to stick with fashion, but Insiders work in every industry and arena. Learn how to be an authentic Insider and you'll gain the trust, loyalty and market share of powerful women buyers. The ultimate Insider:

Insiders ask smart questions and help you get clear by processing and exploring your thoughts out loud. Rachel quickly helped me drill down to what was important. She started with general questions like, “tell me about your lifestyle and what you’re buying clothes for today” and moved to more specific questions such as, “what are you trying to communicate to your clients with your style choices?” The Insider understands that higher quality questions and insightful listening are the keys to meeting customer needs.

Insiders understand the full scope of the industry and delight in sharing their knowledge. Rachel doesn’t just love fashion; she’s an expert on body types, tailoring, brands and wardrobe building. She clearly gains personal satisfaction from using her keen eye to help customers express their personalities and look their best.

Insiders prevent you from making expensive mistakes. Rachel knew which items would be out of style before I even left the store, and which ones would go the distance. She explained where to splurge and what pieces shouldn’t cost a lot. Thanks to her expertise, I didn’t try on unflattering cuts, colors or styles. All I got was the good stuff.

You’re not just a quick sale to an Insider. She remembers that you won’t go near a twin set but you love jackets and quirky jewelry. She follows up on details you’ve shared and check in during the key times in your life. When you walk into the store, it’s a bit like the bar from Cheers. Insiders make sure that everyone knows your name.

That bias-cut skirt you coveted just went on sale. Insiders don’t wait for you to drop in – they shoot you an email or call to let you know it’s on hold if you’re interested. They carry you in their hearts and minds and will automatically contact you if they find something that serves your needs.

You sent your friend Linda into the Insider for her own personal shopping session. The minute your Insider learns that Linda is your friend, she’s instantly part of the inner circle. You know that all your friends and family will be receive priority treatment, so you make frequent referrals without hesitation.

You never feel like a project to an Insider. The relationship always feels genuine and mutual. You’re happy to direct any extra money or commissions her way and you never feel exploited. On the contrary, you look for ways to build her business and increase her professional and personal success.

Rachel knew that I wanted to give my wardrobe a jolt, so she brought pieces I would never have picked from the racks on my own. They were perfect – and added that extra edge I was seeking. The Insider wants you to feel completely satisfied but also makes sure you don’t get stuck in a rut.

So maybe those cropped pants do make your legs look short. Insiders will gently suggest a better pair and a deep V-neck sweater to show off your gorgeous collarbone. Rachel was honest in the best way possible.

Now you know how to spot an Insider. It’s time to apply this principle to your business. First, teach your sales staff the ways of the Insider. Not only will you boost profits, but you’ll also shift your customer relationships from basic transactions to a more satisfying consulting experience.

Bloggers (both internal and external) can be virtual industry Insiders. With filtered suggestions, timesaving hyperlinks and two-way reader dialogue, think about how your brand can harness the Insider power of blogging. An online expert who conducts Q&A sessions with your customers could also become a trusted Insider. The Internet truly offers unlimited Insider opportunities.

Finally, it would be a shame not to mention the ultimate Insider – Oprah Winfrey. She offers full access to her favorite experts, including doctors, trainers, chefs, decorators and stylists. Through multiple media channels, Oprah reveals how to keep your heart healthy, look better in jeans and deal with relationship challenges. We can’t all be Oprah, but make it your mission to bring Insider relationships to your customers and brand community. Offer the inside track and prepare to reap the rewards.

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Is it time to formalize your own team of Insiders? This newsletter has spurred me into action (even if it’s just in my mind) to assemble my team and seek new Insiders to fill the gaps. Here are a few fresh categories from my circle:

Technology Insider. My get-me-up-to-speed-in-a-hurry tech wizard smoothes out the steep learning curve that accompanies new electronic devices and helps me understand and optimize the online services I’m embracing (i.e. Skype.com).

Retire-in-Style Insider. I’ve approached a friend in real estate who is successfully building wealth through investment properties and unique real estate deals. He’s now coaching me through my first few deals. (Hint: you can formalize friends as Insiders)

Adventure Insider. My water skiing Insider moved away, but I’m all set in Thai cooking, adventure travel, and training for a half marathon.