By helping a woman understand up-front that HER values are important and relevant to a task, it alters her perception, her expectation, and ultimately, her performance.
Not surprisingly, showing how a product or idea is in sync with a woman’s core “values” (especially related to the list above) can greatly increase her receptiveness to new ideas.
So, if you’re trying to improve a woman’s performance, try taking her through the exercise above and see what happens.
For a man trying to persuade a woman, remember that your words and the activities you engage in could put you more in sync with the “values” that are most important to her.
Kathleen, the Director at a division of British General Electric, became more interested in our training program when we explained that it had been designed specifically to improve the relationships between people and departments [relationships with friends, associates, co-workers, etc] while helping overcome some of the cultural differences between members of her team [learning about other cultures].
Note that “culture” could relate to working style. It doesn’t have to be just about racial or geographic differences.
By contrast, we recognized that when talking to male managers, we needed to focus more on our program's "task-achievement" properties.
Not to say that women are not also task oriented. But rather, specifically with Kathleen, she recognized that to improve her people's ability to achieve greater tasks and projects, there needed to be an improvement in the personal interactions between her people... how her people worked together. Therefore, we needed to recognize and address her "relationship" perspective if we wanted to have any hope of winning her over, which we happily did.
Throughout your presentations, when trying to persuade a woman, try using words like -- heart-centered, relationship, healing, protecting, spirited, kindness, collaborate, supportive, and nurturing, and notice the difference.
However, as the father of three daughters, I try to warn women to not be drawn in to a product or a coach solely because of the choice of words. Not to say women are easily deceived. Actually, we can all be easily deceived when the right "trigger" words are used.
Still, there is a life-coach I know who offers sub-optimal programs and attracts mostly women because of his choice of words, and it infuriates me.
I advised a financial adviser who was trying to win more female entrepreneurs as clients, to join an activity that would be more in sync with nurturing “values” that are important to many women. It would alter what he talked about while getting him more in sync with the words and issues that connect better with many women.
For starters, he joined the Make-a-Wish Foundation and literally, within two months, was able to win two women business owners that he had been soliciting for almost two years.
This is NOT about manipulation!
Rather, it’s about syncing with a person’s priorities and values, whether male or female, in order to have better interactions with them.
Remember the INSEAD example.
Something powerful enough to boost a woman’s grades almost overnight, may certainly hold “value” for you. Especially in a world where the role of women in previously male-dominated professions, is growing increasingly more important.
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All the best.
James I. Bond