That’s what this book is about—those times when you were so sure your product or service was exactly what she was looking for, and then BAM! You’re shut out, and you’re clueless as to why.

The seed that blossomed into Hot Leads…Cold Shoulders was planted during a conversation with a man who was speaking at a Chamber of Commerce networking event we attended. After learning that we specialize in creating great first impressions, he asked what we first notice when meeting a man. The answer, in unison…shoes! Further discussion led him to declare: “Men need to know this stuff! You should write a book!”

We decided to test his statement, so we conducted a survey of women in North America, asking questions about how well men did when dealing with them in business situations. The responses substantiated what we had heard and experienced in our more than 20 years in senior executive positions with Fortune 100 corporations.

During those years, we observed and facilitated the success of literally hundreds of individuals as they climbed the “corporate ladder.” We were also in decision-making positions which allowed us to choose which vendors we preferred. What we can say, without a doubt, is that those who presented and conducted themselves well were the ones who got the promotions—and our business.

You’re reading a book that will remove the barriers, barriers you probably don’t even know exist, that are keeping you from tapping into what is quoted as a $7 trillion, and growing, market. You’ll learn what it takes to increase your sales and improve your interactions with women when conducting business, and as a natural extension, when in social and personal settings.

Don’t consider yourself a salesperson? Not having “sales” in your title doesn’t mean you aren’t selling yourself and your ideas every day. Each time you interact with a coworker, someone in upper management, or a supplier, they’re deciding whether or not they want to work with you. Today, more often than not, those interactions are with a woman.

More than ever, your success in business depends heavily on making the right impression with women. Not convinced? Here are more facts for you:

• Nearly 10.4 million firms are owned by women (50 percent or more), employ more than 12.8 million people, and generating $1.9 trillion in sales. ²
• Women influence 95 percent of all car purchases, both new and used. ³
• Women decide on 91 percent of all homes purchased, buy 94 percent of all home furnishings, and initiate 80 percent of all home improvement projects. ⁴
• Annual expenditures by women-owned enterprises for just four areas—information technology, telecommunications, human resources services and shipping—are estimated to be $103 billion. ⁵
• Women make 66 percent of all computer purchases. ⁶
• 43 percent of American business travelers are women, and women make more than 75 percent of all travel decisions for their families, their businesses and themselves. ⁷
• The solo woman’s market—defined as never-married women ages 25-44—stands at close to $200 billion.⁸

Selling to women is different than selling to men. Women emphasize relationship building as well as fact gathering; are more likely to consult with others, including experts, employees and their peers in other companies; and may take more time to make decisions. There are more subtle differences as well.

Hot Leads…Cold Shoulders is focused on those subtle differences. Based on empirical data collected from our survey of 300 women throughout North America, this book centers on some sensitive areas, areas you can be sure no one will talk to you about directly. It’s also based on our own executive leadership experience in corporate America.

This book is not about male-bashing. Nor is it a lecture. It’s serious material, presented in a way that’s often light-hearted and intended to be constructive. There are stories, facts and statistics that will further clarify, substantiate and support this intention.

For example, do you know your FIQ™ (First Impression Quotient)? Initial questions in the survey were designed to capture data regarding what women noticed about a man in the first few seconds of meeting him. This is the focus of the first chapter…first impressions, where you’ll find the quiz and learn your FIQ™!

The women we surveyed identified eye contact, attire, grooming, listening and etiquette/conduct as the five most important attributes that shape their impressions of a man during the sales or business interaction. Each of these attributes was rated “very important” or “somewhat important” by 97-100 percent of women surveyed. Want an easy way to remember them? Note that the initials of these five attributes spell out the word E-A-G-L-E. However you choose to remember them, the verdict is clear: these are the five key elements to a successful business relationship with a woman.

These remaining chapters address how men are perceived and are presented in the order of how well men perform in each of these areas. More importantly you’ll learn what you can do to improve, to soar like an eagle, in order to tap into this large and growing market.

• Survey says – a discussion and example of the chapter topic.
• Stop doing that! – specific comments from the survey.
• How it’s perceived – the message(s) you’re sending.
• The quick fix – if this is all you read and correct, you’ll see results.
• And more – incorporate these changes and the sky’s the limit.

Some survey findings may be a surprise to you, while others won’t be. But the findings are just the beginning. The key is what to do to overcome these obstacles.

Be open to what you read. In some cases, you may think the findings are so subtle as to be unimportant, or even ridiculous. Don’t allow yourself to fall into this trap. At a minimum, review the “quick fixes.” If you’re already doing all of these things, you’re ahead of the game. If not, work the list and check them off until they’re done!

Let this book be your reference guide, your personal mentor, and your “tipping point.” It’s doubtful that you’ll need to make wholesale changes. But by being open to what you read and learn, we’re certain you’ll find one or two areas to improve.

Those improvements alone could get you to the point where everything changes, and you find yourself making more money, having fewer problems, looking better, exuding confidence and in general having more success, however you define it.

You’ve got the skills, product or service knowledge to get you in the door; the purpose of Hot Leads…Cold Shoulders is to get you to the achievement of your goals—now! If you’ll adopt the information, tools and techniques in this book, they’ll absolutely differentiate you, in the most positive way! You’ll soar like an eagle, instead of spending your valuable time scratching for chicken feed.

1. Retrieved from www.ewowfacts.com
2. Center for Women’s Business Research (Top Facts)
3. Road and Travel
4. The Trendsight Group
5. Center for Women’s Business Research
6. The Trendsight Group
7. U.S. Department of Transportation
8. Packaged Facts, a division of MarketResearch.com