Everyone’s Money’s The Same Color

My bride likes to fix things around the house. She’s good at it, too, enjoying the process, doing her research, and having a good sense for how things work and fit together.

I, on the other hand, am all thumbs.

Shopping with her in hardware stores is always an interesting experience. She’ll ask questions, and the answers get directed towards me. Invariably I walk away, forcing the focus to her, where it belongs.

Yup…despite 50 years of societal advances, the hardware store still largely remains a bastion of male-dominated attitudes.

And despite my being mechanically handicapped, there’s a local big box store where I’m treated as the primary voice for no reason other than my gender.

Interestingly, the company’s main competitor treats us equally. Guess where we do most of our shopping?

So for those who didn’t get the memo, let me point out the increasing trend towards diversity around the world.

In fact odds are great you’re already seeing a greater mix of ethnicity, politics, religion, and gender amongst your customers. Your attitude towards them will determine how successful your business is.

As I’ve said before, customers buy from people they know, like and trust. If they sense negativity from your sales force they’ll shop elsewhere AND tell all their friends.

The only one to suffer will be your bottom line.

There are two divergent movements simultaneously taking place in today’s world; increasing diversity and pushback from more traditional values.

But assuming you’re looking to grow your business, my advice would be to accept customers regardless of any factor that makes them different from you.

After all, my money isn’t white, male or Jewish; it’s green! And when you’re counting the cash in your register you can’t tell my money from anyone else’s.

Now I’ve heard many people badmouth one group or another but swear they don’t reveal their true feelings when talking with those people.

I say “Bull!” A negative attitude is WAY more apparent than you think, and you’re only fooling yourself.

So while my friends at the big box store probably haven’t yet figured out they’ve lost much of our business, they’d be well-advised to adopt a gender-neutral attitude before too many others in the crowd start to say ME TOO!

With that said, I wish you a week of profitable marketing.

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Regardless of your audience, grow your sales at www.marketbuilding.com.