Sujata Kabraji deals only with HNI clients – but when itcomes to women, she is not an entrepreneur – she is a woman first. She takes onwomen clients across the spectrum of profile, portfolio size – anybody who shecan help, she wants to.
Only 10% of women have entered the active workforce – which makesthis segment around 4 crore potential investors. Of these, the segments mostwilling and keen to engage with advisors and MFDs are above 35 yrs of age, selfemployed or professionals or salaried. Many women below 35 yrs tend to value spendingover saving.
Two most common needs that pull women towards advisors are worriesaround funding higher education for children and over funding their retirement.
When dealing with women investors, replace data with visualrepresentations (excel sheet vs charts/graphs), choose simple language overjargon, use story selling, go slow – give them time to build their trust inyou, and most importantly be empathetic, observe body language, be an activelistener.
Be aware that many women expect a man to be patronizing whentalking money. Stay clear of this pitfall, and you are going a long way tobuilding trust and confidence.