A great selling opportunity coming up for online shops is Valentine’s Day. All the blogs, newspapers and online magazines will be running Valentine’s Gift Guides, mostly aimed at the male who is assumed to have no idea what to buy the woman in his life.
For those of you selling products normally targeted at a female audience, such as jewelry and fashion accessories, you now have to shift your message to appeal to the male gift buyer. Here is what you need to know.
Tips for Selling to Men Who are Buying a Gift for a Woman
1. Men buy more impulsively. They don’t shop around, they don’t compare prices. If they have clicked on your item, you are 95% there, all you have to do is close the sale. i.e. “I guarantee she’ll love it. Buy now and get 10% off using the coupon code VD2013.”
2. Men buy at the last minute. Most men are not going to think about buying a Valentine’s gift in January. They are thinking about it a few days before. Therefore, you have to be sure to let them know that you can get it to them in time for February 14th, and already gift wrapped if needed.
3. Men love “free” gifts. Men like feeling as if they paid one price but got something “extra” for their girlfriend/wife, even if they don’t realize the price of the “free” gift was worked into the product price. If you have anything extra you can throw in, it will probably help seal the deal.
4. Men like to share and make the lives of other men easier, so encourage them to tell all their male friends about your shop for the women in their lives.
Now, if you normally sell products to men, you have to change your message for women who are thinking about buying your product as a gift for the man in their life.
Tips for Selling to Women Who are Buying a Gift for a Man
1. Women think they know what men want, but they really don’t. Therefore, you need testimonials and recommendations from male customers that this is a popular item that all men will love.
2. Women don’t buy quickly. They shop around so let them know this is the best price point, the best features, that they won’t find a better option anywhere else. In fact, encourage conversation as women like to feel the personal connection when buying.
3. Women want to add that sentimental message so make sure you offer personalization to your products if you can.
4. Women do shop early, so start targeting them NOW, before everyone else is.
5. Women also buy Valentine’s gifts for mothers and children, so be sure to let them know if you have products that suit these markets as well, for a one stop shopping experience.
Try your own survey. Ask the men and women in your life what influences their gift purchases and make sure to incorporate these factors into your Valentine’s Day sales pitch.
Happy Valentine’s Day … Gail
© 2013 G.B. Oliver. All rights reserved.