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A highly affluent woman walks into your office; she was referred to you by another client. She did not like her husband's advisor, as she often felt unappreciated and overlooked. She is looking for an advisor whom she feels comfortable with and who is capable of managing her $10 million dollars.
The moment she enters your office, what is the first thing she notices?
Men rarely notice the decor… but women do.
As a financial advisor in a large office in Newport Beach, California, in a meeting with my manager, I shared, “We need a pink office! Let me clarify, we need to create an office environment that puts women at ease, makes them feel comfortable creating an environment that appeals to her.”
He then pointed to the antiquated tapestry on the chairs and said, “Those are flowers!” I quickly realized this would not be an easy journey.
Most office spaces were designed by men, with dark wooden desks, often ugly upholstery sporting boring certificates, and even stuffed fish hanging on the walls. The only personal items are typically outdated pictures of their family.
Every aspect of your office, how it’s decorated, the colors, the upholstery, the artwork, and even the reading material, speaks to a woman from the moment she walks in the door.
What in your office speaks to her, makes her feel comfortable, tells her you get her?
A friend of mine, Pam, very astute when it comes to investing, took her 87-year-old mother to meet with her advisors. After the meeting, Pam called me: “Adri, they were very nice, very respectful, but here we were, two small women meeting with three men in formal business attire. This was intimating even for me! On top of that, they met with us in a boardroom with big black leather chairs, this did NOT put my mother at ease.”
There is so much a woman will notice before she even gets to meet with you. That’s why it is so important that her first five minutes in your office is a positive experience.
While this is just one factor in her decision to work with you, it can set the tone for a more receptive and engaging conversation that leads to a more productive professional relationship.
I recently met with a coaching client in her new office; it was amazing. No, it wasn’t pink. It was absolutely lovely, with warm decor, beautiful lighting, and a spa-like atmosphere. Every woman who walked in the door stopped and commented on the decor. They were visibly relaxed, expressing their love of the office space.
Today's advisors need to do more to meet the expectations of women.
Simple changes in your decor and environment, for starters, can go a long way in enhancing your reputation as a firm that cares about women.
Done. Now You Know.
Related: 10 Ways Intrigue, Inspire, and Motivate Women With One Seminar