What Women Want

Written by Nicki Keohohou

How can you play a part in bringing more women to the industry and better yet, your organization? The answer is quite simple… you absolutely must understand what women want.

What do women want?

It’s a question that has puzzled men for years and is now being asked by every company offering a product or service since Faith Popcorn, author and trend expert, shared that women control 80 percent of household spending today. This question has been such a hot topic that it even inspired a Hollywood movie script, headed by none other than Mel Gibson, who despite the antics and his challenge with pantyhose, never truly discovered the answer to the question.

Ok, Let’s begin by looking at what we do know about women. According to Faith Popcorn…

• A woman opens a new business every 60 seconds.
• Women are leaving corporate America at twice the rate of men.
• Female consumers control 80 percent of household spending.
• Women are juggling more now than in any other time in history and they are looking for a way to simplify their lives.
• Women are masters at multi-tasking, able to switch roles and responsibilities as quickly as they change their shoes.
• Women are looking for work alternatives that allow them to be home and maintain a connection to the world outside.
• Women are moving up in leadership positions and becoming top producers in companies around the world.

And the list goes on and on!

Whether you are a distributor building a large organization or a corporate CEO steering your company into the future, you need to become a student of the wants, needs and challenges of women today.

Here are some places you can start.

1. Ask more questions
   It may be a mystery to you, but it is not a mystery to them. Women know what they want and they will tell you if they believe your interests are genuine and well intentioned.
2. Talk less, listen more
   Ask for the thoughts, opinions and suggestions of the women on your team. You may be surprised that they already have the answer you’ve been looking for.
3. Walk a day in their shoes
   High heels and stockings are optional! Recognize and appreciate the multiple roles and responsibilities they juggle every day and let this help you see them for the strong, capable women they truly are.
4. Read Build it Big – 101 Insider Secrets from Top Direct Selling Experts.
   This book will share some real insights into how women build their direct selling businesses. It addresses challenges around integrating family and business as well as many areas of concern for women in the direct selling world.
5. Build relationships, not hierarchies
   Women want and expect their business relationships to be rewarding, enjoyable and enriching. Take the time necessary to know them for the dynamic individuals they are.

What do women want? For those of you who took a moment to jot down these words of wisdom – congratulations, you are on your way to finding the answer to this important question! For those of you who did not, that’s OK, we’ll catch you next month. Because the truth of the matter is… patience happens to be one of our strong suits as well.

About the Author
Nicki Keohohou, co-founder and partner in charge of marketing for the DSWA, began her career as a teacher and coach, which naturally led her to a career in direct selling that has spanned more than 30 years. She entered the corporate field, serving on the executive teams of many top direct selling companies throughout the world. This then lead her to establish her own consulting & training firm, through which she has trained thousands of direct sellers worldwide. Nicki was recently named as one of the top 25 Female Executives in the State of Hawaii and was listed as one of the top 30 Female Entrepreneurs in America. Nicki lives in beautiful Hawaii with her husband of 31 years, Saffery, of 31 years. Her greatest joys are serving others and spending time with her two grown children Dane and Gracanne and her three grandchildren.