Women Entrepreneur: Tap Multi-Influential Referral Power
… A woman will refer up to 26 individuals to a company, product or service if she is happy with her experience, according to Winning the Toughest Customer:The Essential Guide to Selling to Women, by Delia Passi. Men, on the other hand, will refer an average of 11 people, even with the highest degree of satisfaction with a comparable product or service. Therefore, by a two-to-one margin, multi-influential women have incredible referral energy.
At the other extreme, women and women of color have very strong veto power. If she is not feeling comfortable with a product or service approach, she will reject that company as an option. She has the power to veto in 95 percent of purchasing decisions that involve a spouse or partner. …
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