Why Do Women Ask So Many Questions?

My God I'm annoying.  I really am.  Sometimes I just want to ask what is the matter with me?   Until I really grasp something, until I know and fully understand everything, until every last one of my questions is answered, I won't let it go.  I won't move forward.  I won't agree with you.  I won't buy from you.

What's up with that?    I checked  my lineage and while there is some arrogant French and some stubborn Cherokee - at last search there is no Pitt Bull in my blood.

My only comfort is - I am not alone in this behavior.  As a matter of fact, I am finding that women everywhere share this same trait.  We ask a ton of questions.   And we won't move forward until we get every last one of them answered.

Women often have different buying processes than men.  In case you missed this great post by Michele Miller - here's an explanation of how men and women have different buying processes. 

I recently found an article that further added fuel to my theory that women have more questions or ask different questions than men do.  Oddly enough, it wasn't about marketing, it was about increasing shareholder value.

The article talks about 10 reasons why having women in senior management makes you a more successful company.  Here are some of the stats they quote.

In this landmark study, "The Bottom Line: Connecting Corporate Performance to Gender Equity," Catalyst examined the financial performance of 353 companies between 1996-2000. It found that the companies with the highest representation of women in their senior management teams had a 35 percent higher Return on Equity -- a key measure of profitability -- and a 34 percent higher Total Return to Shareholders

It's a really interesting read - but what I found really interesting to my research was this little tidbit.

Women [board members] ask questions that men don't think to ask, because women come from a completely different environment and vantage point.

very interesting.  so what does this have to do with marketing to women online?  Everything.

I've found from my own experience and the experience of many, many other women -  that websites do a terrible job of answering all our questions.

Until you answer all her questions - she's not buying from you.   so how do you answer all her questions? One area most etailers fall down in is product descriptions.

• Rugs - don't just give a few features and specs.  What questions does she have about your products?   Yes - that rug color looks nice and she knows a natural weave is what she's looking for - but is it soft to bare feet of toddlers?  does it stain when Aunt Jan spills her red wine?  is it durable when lots of traffic pounds the rug fibers?
• DVD Players - does it record or just play back?  what media does it use?  what's the difference between DVD +R and DVD -R?  What's this dual layer technology they're talking about?  Can I copy a DVD to a DVD?   How does it hook up to my TV?  and do the cables I need come with it?   
• Towels - sure, they're made of soft cotton - but will they stay soft through hundreds of launderings?   Will they maintain their color or fade?  Will they unravel or will they remain intact even though they're used almost every day.
• Shoes - you say your color is "midnight" but is that blue or black?  and is your shoe soft leather or that really stiff leather?   and what size is your heel?  I"m on my feet all the time, but I want enough of a heel to look stylish?  so is your shoe comfortable?   
• Climbing ropes - I am an indoor climber but now I'm going to try outdoor climbing.  What ropes do I need?  are indoor ropes different from outdoor ropes?   Do I need different shoes?   If I'm just starting out, exactly what do I need?   Can you tell me which products are best for novice climbers?   and can you instruct me on how to use them? 

And what about About Us sections?

• Who are you?  What are your values (and don't give me some canned mission statement that's nothing but corporate speak)  Can I speak to a live person?  really?  or will I go through telephone hell if I want to get to someone who actually speaks English I can understand?  What does it feel like to work with you?  I want more than just testimonials and client studies - what does it really feel like to work with you?  will your support people treat me like I"m an idiot because I'm a woman?   Do you have any women in management positions?   Do you care about the environment, worker benefits, and how do you treat moms with kids on your staff?

Think I'm crazy?  Think women really aren't asking this many questions?  Think again. 

Does your website answer all her questions?   Do you even know what her questions are? 

Comments

[tekanji]

Interesting observation. I think that I may fall more into the "male" pattern in terms of question asking, but part of that may be that I tend to research a product on the internet (away from the corporate sites) first.

One thing that struck me, though, is that some of the questions you raised here really can't legitimately be handled by the company themselves.

I mean, after all, how can you trust a company that says its carpet is stain resistant? So much advertising is built on various forms of lying and companies don't typically say things like, "this carpet stains easily."

Maybe if we had a higher standard for honesty it would be different, but until then I think it's a better bet to find that info via consumer organizations and independent reviews from actual people.

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[Thomas Walker]

You have to be careful and not solely rely on FEMINIST studies. Why? Feminists aren't interested in the truth, they're interested in an agenda. For example, the feminist myth about women only earning 75c for every $1 a man earns, has been thoroughly debunked for decades. Decades! If women did the same job for less, then nobody would hire men! Most feminist studies and sources DO NOT STAND UP to scrutiny. They know that women won't look into or challenge their sources. Women are just interested in "looky here at this article that states all the reasons women should be in the top levels of business ... oh, and damn the patriarchy." How much effort have you put into debunking the feminist information you so often reference? If they can hook you emotionally with their studies, they know women will endorse it & follow them. HERD THINKING. The foundation of Feminism and Women's Studies is complete BS. But they don't want you to know that, of course.

By declaring war on boys & men, you really don't understand what a deep hole women are digging themselves into.

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[Alex]

I wouldn't care but you refuse to listen to the answers.

[justsomeguy]

women ask too many questions and gossip out of fear of the unknown. That's why men build everything, that's why men are the protectors, that's why men are the pioneers and trend-setters; instead of living in fear of what s around the next corner, we buck-up, take our cahoens in hand and go and LOOK. Whatever comes when we round the next corner, or crest that next hill we will deal with it on a case-by-case basis. Women want it all handed to them and then are never satisfied with anything. It is self-destructive behaviour at it's worst and I have no problem with people self destructing except for the one thign that always occurs with a woman that is self-destructive; they have to take others with them. Grow up, be happy with what their IS and stop worrying about what there isn't or what there could be. JUST STOP