If Harley Davidson gets it, there's no excuse for any traditionally "male" industry - auto, technology, finance - to not be putting together their own three point strategy to increase sales to their female customers. The company's efforts are profiled in today's New York Times (reg. required), which will net them an estimated $300 million in U.S. sales this year, not counting apparel or accessories.
“I think 12 percent is just the beginning,” said Jerry G. Wilke, Harley-Davidson’s vice president for customer relationships and product planning. “The opportunities to cater to women are endless, and we will continue to do more.”
Notice, Wilke has zero concerns that attracting female customers will in any way negatively impact sales to men. In addition to hosting garage parties to reach out to female riders, the company is also expanding apparel designs to appeal to female tastes and producing more bikes that sit lower to the ground with narrower seats and softer clutches to accomodate smaller riders. To make sure the sales experience meets expectations, they hired fellow M2W expert Delia Passi to advice Harley Dealers on selling to female customers, which included increasing eye contact, keeping restrooms clean and providing space for kids to play.
Following in Harley's profitable tracks starts with creating your own three point plan:
1) Relevant product
2) Personal connection
3) Stellar service
As Wilke put it so eloquently, the oppotunities are endless.