Secret to success: Meet her expectations

Secret to success: Meet her expectations

My sister walked into an eyeglass store.

This sounds like the start of a joke. But, in fact, it’s the start of a story that’s a good reminder of what many women want from their shopping experience—and an even better reminder of how you can be sure to give it to them.

So, my sister, Danielle, walked into an eyeglass store near her home in the suburbs outside Philadelphia. She brought my 13-year-old niece with her.

The plan? Get one new pair of eyeglasses for each of them. They didn’t necessarily need new glasses. However, my sister had $800 left over in her health savings account that she needed to spend or she’d lose it.

So, she thought this would be a fun shopping experience for her and her daughter to bond over.

In Danielle’s mind, she envisioned trying on pair after pair of glasses that the salesperson carefully selected based on the size and shape of their faces. The salesperson would take photos of them with each pair of glasses and show them to my sister and niece so they could get a better idea of what they liked. And, overall, this would be a highly interactive, upbeat, engaging experience.

And, with $800 that burning a hole in her pocket, she was ready to spend.

Should have been the easiest $800 sale, right?

It wasn’t.



As my sister explained, she sent out many signals to the saleswoman present that day that she wanted an interactive, fun experience: She asked for recommendations. She tried to engage the saleswoman in chit-chat. She asked for prices of glasses.

But, the saleswoman stayed far away and only offered the minimum information when asked.

Left to their own devices, my sister and niece eventually settled on two pair of eyeglasses they really liked. They wrote down the names and model numbers, then rather than purchase them at the store where they were, they walked out the door and went home to order them at an online retailer.

“There was no way I was giving that salesperson a commission when she ignored me and my daughter the whole time.”



The saleswoman who didn’t make the sale may have chalked it up to “showrooming”—assuming my sister simply left to find a cheaper price online.

However, like many women shoppers, my sister wasn’t just in a store to find the right product. She was there to enjoy a certain type of shopping experience.

My sister happened to be in the shopping phase where she wanted an upbeat, fun, interactive shopping experience—something you can’t get online.

What’s more, when women 18 to 45 are in that shopping phase, they actually enjoy spending money. It’s a means of having fun. And, when the cash you’re spending actually needs to be spent, it’s even more enjoyable to purchase goods and services with it. So, my sister’s priority that day wasn’t to save money.

Had that saleswoman picked up on Danielle’s signals and known what they meant, she would have won my sister over by simply giving my sister and niece some attention, making suggestions and giving them a fun experience they could fondly remember later.

Additionally, she likely could have inspired my sister to spend more than the $800 she came into the store with, for instance, on a new pair of reading glasses or eyeglass accessories for her daughter. Why? When in this shopping phase, women are more willing to go beyond their set budget because they’re focused on enjoying the fun shopping experience more than conserving cash.

But, what if Danielle was on the quiet side? Well, if my sister didn’t ask many questions or didn’t give long answers to questions when asked, this would have sent the saleswoman the message that she was in the shopping phase where she wanted a low-key hands-off experience. And, this would have also indicated that she was in the phase where she was looking for ways to save money. As a result, she would have tailored her approach differently.

This underscores the importance of picking up on clues that tell you which shopping phase a woman is in.



As I teach with my PhaseMatcher approach, the majority of women ages 18 to 45 shift between two shopping phases:

  • One where they want an upbeat, energetic, interactive experience and are willing to spend more.
  • And one where they want a low-key, hands-off experience where they’re looking to save.

These shopping phases shift back and forth roughly every two weeks and are influenced by hormonal changes in women.

Once you know the clues that tell you which shopping phase your client is in, you can personalize your sales and service approach to give her the shopping experience she craves.



My PhaseMatcher consultations and sales training show you how to pick up on easy-to-spot clues that reveal which phase your female client is in.

Then, I teach you how to tailor your sales and service approach for that phase to inspire greater customer loyalty and investment in your business and products.

To learn more about my PhaseMatcher Consulting services, contact me.