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Woman's Work

Marketing to high-powered women

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This story appears in the September 2006 issue of Entrepreneur. Subscribe »

Woman's Work Forget the outdated Old Boys' Network. Leslie Grossman, author of SELLsation! How Companies Can Capture Today's Hottest Market: Women Business Owners and Executives, says the real power today lies in the New Women's Network. The rising tide of female entrepreneurs and executives represents what Grossman calls a "double whammy"--women who make purchasing decisions for their companies as well as their households.

Selling to this audience of high-powered women requires more than just a slick pitch, says Grossman, who is also co-founder of Women's Leadership Exchange, a New York City organization that helps foster women leaders. "These women buy because of relationships. They need to feel as though they can trust the company or person with whom they are doing business," she explains.

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