We have all had those heated discussions between friends or our spouses of the opposite sex. We both have two ears, two eyes and one mouth but boy, do we use them differently. Although most membership organizations have both men and women members, each is looking for something a bit different. Tailoring your benefits and incentives to one particular sex is too expensive however providing a balance for the sexes is not. After all, most who have partners or spouses who may not support the membership or who will play a key role in the decision making process come renewal time. Men have a kill it attitude and thought about the “What have they done for me lately” when deciding to renew their membership.
In a rent survey, men were interested in costs, ease of access to meetings and website functions, takeaways/tools to help them do their job and golf tournaments. Each year men had to be called for follow up to get them to take action to purchase a membership. Men definitely demonstrated more of the “What have you done for me latetly” attitude than women at renewal time.
Women were also interested in costs, continuing education, prestige, fun networking events and discounts that their families could enjoy. Women were 3 times more apt to purchase a membership within a shorter period of time than men. Women thought more about others first as they consider each benefit.
When listening to a sales pitch women focused on expression and eye contact more than men. Men tended to stand further away from the membershp Sales Director and look away from the individual especially, if it was a man. The survey also found that men were more often the negotiator asking for membership discounts when considering the membership overall.
When both sexes worked the room to network, more men approached other men first then looked for the most appealing female in the room. Women looked for welcoming faces and introduced themselves to either sex.
When developing your website be sure to offer self help on your website, benefits and discounts geared towards family that is easily accessible for women members. For men, keep your the facts on on the upper left side of your front page and be sure to list golf tournaments near the top. Think man = cost, work and cave type activity such as sports and the potential to meeet new business buddies. For women it is family, comfort, self improvement and value.
Viva la difference!