Delia Passi is CEO of MedeliaCommunications,and the author of “Winning the Toughest Customer, The Essential Guide to Selling to Women."  Considered to be one of the nation's leading experts on selling to women, she has worked on campaigns for Fortune 500 companies like Merrill Lynch, Washington Mutual, Cartoon Network, UPS, Wyndham Hotels, Xerox, and Office Depot.

“What Women Want!” By Delia Passi.     "She leaves her appointment and as she walks toward her car she calls her best friend, a fellow business owner who can relate to her friend’s disappointment.

'I can’t believe I just wasted over an hour with an advisor who spent the whole time trying to fix my finances instead of listening to how I thought I should spend my money.  What’s with people who don’t listen?'    Her friend understood the situation all too well. She recently had made an attempt to have her offices remodeled. The contractor listened to how she envisioned her new design, acknowledged her ideas as great, and then went to work.   A week later the friend went to check on the progress and was devastated to see that the wrong wall had been removed, tile in places she didn’t realize you could put tile, and the moldings half the size she specified.

The contractor defended his choices by explaining that there were certain practicalities that made her vision a challenge so he did what he could within her budget. She was angry, wondering why he had never called her to discuss the changes. Talk about lack of listening!   Does this sound familiar?   Men are content to use language more for directives: “Go long.”

Women want to be heard. Women want to be understood. Women don’t want to be interrupted.   Women like conversation, actually a heck of a lot more than men. For example, women speak on average 20,000 words per day while men speak only 7,000 a words a day.

For women, speaking is more than an exchange of thought.  It is part of a woman’s life experience.  For most women, interaction is not part of the process, as it is with men - it is part of the objective.   Communication is a primitive, fundamental, essential part of her being.  Women were the likely inventors of language.  They probably refined the grunts and barks of their ancestors in an effort to elaborate on their emotional circumstances.      Women are determined to shed light on their feelings: “We’ll all have a wonderful celebration if you run to the end of the field and catch the ball.  Then we can discuss it over cappuccinos.”   If you want to sell to women, you need to listen to them, really listen.”   Copyright 2006 Delia Passi All Rights Reserved   More About Delia:   Delia Passi is one of the nation’s leading authorities on Selling to Women. As President and CEO of MedeliaCommunications, Passi supports companies in their efforts to be the very best in their industry at closing the deal with the woman customer and retaining that customer forever.   Passi is a prominent speaker and trains thousands of sales representatives each year on how to better sell to women and couples through a series of sales development training programs that she has created.  Passi is also the author of the 2006 book: “Winning the Toughest Customer, The Essential Guide to Selling to Women," which is available on Amazon.com.   As a consultant to numerous Fortune 500 companies, Passi has had great success in forging strategic partnerships with corporations through sophisticated and unique programs that increased product/brand visibility, strengthened brand/product position, created greater credibility, and delivered a larger audience among women. Client companies include Merrill Lynch, Washington Mutual, Cartoon Network, UPS, Wyndham Hotels, Xerox, and Office Depot.    Passi’s knowledge is complimented from a successful career of proven sales, marketing, branding, and entrepreneurial experience. Prior to founding MedeliaCommunications, Passi was the Group Publisher of Working Woman and Working Mother magazines.  She began her career with the Xerox Corporation and quickly became one of the company’s top salespeople.  It was when she switched to selling advertising that she recognized how a different approach worked so effectively when selling to women, who dominate the publishing environment.   Passi regularly speaks on Selling to Women, Marketing to Women, Target Selling, Target Marketing, Selling to Baby Boomer Women, Selling to Affluent Women, and Selling and Marketing to Women Business Owners across the nation. From 1998-2003, Passi sat on several advisory boards including Women in Communication’s Golf Matrix, Save the Children, NOW, and Boardroom Bound.  She recently joined the New World Symphony in Miami as the Branding Committee Co-Chairperson for the Board of Directors.   Passi earned her BA degree in Psychology/Business and a certification in education, graduating Magna Cum Laude from the College of New Rochelle, NY. She resides in Aventura, Florida with her husband and three daughters.   Delia Passi CEO & President MedeliaCommunications 2029 Taft Street Hollywood FL,33020 Tel 954.922.0846 Fax 954.922.0847 www.medelia.com