1. Presented By: Andrea Nierenberg
October 21, 201

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Why is it Crucial to Focus on Female Clients?
“Women” are Not a Niche
Shift in Your Thinking
Connect, Cultivate, Collaborate
Strategies to Develop and Enhance Stronger
Relationships
• Customize, Educate, Differentiate
• 6 Steps to Attracting Female Clients
• Why This Client will Become Your Best Referral Source
© 2013, Nierenberg Consulting Group, LLC./www.nierenberggroup.com
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“Female economic growth represents the
biggest emerging market in the history of
our planet.” (Nielson and WSJ 2/2013)
By 2020, women will control $22 Trillion.
(Boston Consulting)
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85% of all buying decisions are made by women.
(Pew Research Center)
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The average American woman is expected to earn more
than the average male by 2028. (Yankelovich)
70% of all new businesses are started by women.
(Pew Research Center)
© 2013, Nierenberg Consulting Group, LLC./www.nierenberggroup.com
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4. • Different types of women: traditional,
married, widowed, divorced
• Non-traditional business owner/executive
• Combination
• Nearing retirement, in retirement, single parent
Each have different wants and needs
from their advisor.
© 2013, Nierenberg Consulting Group, LLC./www.nierenberggroup.com
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5. • Conduct research (formal and informal)
• Think differently about your business constantly evolve
• Build a heightened awareness of what
women want when working with an advisor
© 2013, Nierenberg Consulting Group, LLC./www.nierenberggroup.com
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6. • Where to meet them
– COI‟s
• Trust and Estate lawyers
• Mediators
• CPAs
– Industry events and associations
• 2-2-2 strategy
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Almost everywhere - go where they are
Create a niche within your practice
24/7 'networking' mindset
Look at your top 5 female clients. What is their media
consumption?
© 2013, Nierenberg Consulting Group, LLC./www.nierenberggroup.com
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7. • Communicate, learn about her life
• Listen, pay attention to her values
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Spending
Saving
Investing
Borrowing
Giving
• One size does not fit all
• Clarity is key, simple is not always easy
• Lifestyle and family issues
© 2013, Nierenberg Consulting Group, LLC./www.nierenberggroup.com
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8. • Use real life examples versus statistics and charts
• What is important in an ideal FA to a female investor?
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Communicate the way I understand
Responsiveness in getting back to me
Protect from loss/ Competitive returns
Understand what I worry about most
Regularly scheduled communication
69%
68%
63%
54%
43%
Focus on details
Silence means they are processing
Build rapport and trust
Empathize
Notice and validate her experiences
© 2013, Nierenberg Consulting Group, LLC./www.nierenberggroup.com
(Source AgeWave/LPL)
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Specific to her
Nurture and build the relationship
Follow-up continually
Personality and communication style—pick
up on the small details
• Women and men are wired differently
© 2013, Nierenberg Consulting Group, LLC./www.nierenberggroup.com
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Make education central to your practice
Provide access to outside research
Create simple to use resources
Help women learn together
Focus seminars on life stages—
―life events” drive investment choices
© 2013, Nierenberg Consulting Group, LLC./www.nierenberggroup.com
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11. 1. Celebrate her financial and non-financial victories. Send a
note, email or text.
2. Notice the details.
3. Commit to serving your female clients in the way
they prefer.
4. Educate. Help empower her financially.
5. Create a memorable experience with each visit. Get to
know her family and invite them.
6. Invite. If she is married and you primarily work with the
spouse, invite her and get to know her. Her input matters.
© 2013, Nierenberg Consulting Group, LLC./www.nierenberggroup.com
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Why YOU?
How do you differentiate yourself?
What makes you the advisor of choice?
You are on 24/7. Think of yourself as an investment
counselor, financial coach and educator. Become her
external financial partner.
• Instead of „closing the sale‟ think of „opening the
relationship‟—commitment.
© 2013, Nierenberg Consulting Group, LLC./www.nierenberggroup.com
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13. • Just what men want—just differently
• To be given options, information, education
and to feel like an external partner
• A connection with their advisor—speak the
same language
• Someone who will help build and preserve
their wealth and plan for the future
© 2013, Nierenberg Consulting Group, LLC./www.nierenberggroup.com
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14. • With trust and confidence, she becomes
loyal
• By focusing on the relationship, you build
advocacy
• She will spread the word—53% over 47%
referrals from men (Pew Research Center)
• Creatively stay on her radar
screen
© 2013, Nierenberg Consulting Group, LLC./www.nierenberggroup.com
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15. • Based on today‟s discussion, what is one
action step you can take toward attracting
and retaining more female investors into
your practice?
© 2013, Nierenberg Consulting Group, LLC./www.nierenberggroup.com
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16. © 2013, Nierenberg Consulting Group, LLC./www.nierenberggroup.com
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