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According to Prudential's Financial Experience & Behaviors Among Women study, 95 percent of women act as financial decision makers in the household. Women are earning, inheriting and controlling more money than ever. The March cover story of Time magazine proclaimed “The Richer Sex – Women are overtaking men as America’s breadwinners.” And more women than ever are starting and running businesses Yet women still feel the financial industry is ignoring them. This spells a huge opportunity for financial companies and professionals who get it right with women. Marketing to Women expert Holly Buchanan, author of Selling Financial Services To Women, shares specific tips on how to sell financial services to women, whether single or part of a couple. Today’s topics will include • How focusing on women can help you attract, retain and get more business from your existing customers • The differences in how men and women make financial decisions • Biggest mistakes when selling financial services/products to women • What women business owners want and how you can win their business • Women-winning questions – ask these questions and close more business • Case Study – York Traditions Bank’s women’s initiative – building relationships with the Women’s Financial Personality Indicator

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