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Marketing To Like-Minded Clients

Are you a female or minority entrepreneur looking to appeal to like-minded businesses? Read on to find out how you can make the most of this relationship.
September 1, 2000

In the world of marketing it's all about relationships, especially if you're a woman or minority entrepreneur aiming your business at female and minority clients.

"Females in particular readily seek out the advice of professional peers and place a higher value on customer service," says Joan Steltman, a market development executive in charge of IBM's women-owned business Web site and an expert on relationship marketing.

Steltman adds that in order for women and minorities to successfully market to their peer groups, it's important to build both client and peer alliances through the following:

Julia Miller is a Los Angeles-based writer who specializes in business and marketing. She can be reached at