Soccer Mom

Likes

Convenience, family value, trust, recommendations

Dislikes

Complexity, wasted time, risky purchases

Recommended sales approaches

• The Checklist Give a checklist that includes your solution.
• The Cold Warm Reference something specific about them to show research.
• The Door-in-the-Face Start with a big ask, then 'compromise' to your real offer.
• The Fair Fair to customers; no tricks.
• The Flexible Flexible to their needs.
• The Give First Give value with no ask.
• The Guarantee Strong guarantee to remove risk.
• The Local Local business or sourcing.
• The Mastermind Put them in a group of peers.
• The Multi-Touch Several light touches (email, call, content) over time.
• The Mutual Connection We both know X; they suggested I reach out.
• The Price Anchoring Show high option first so target price feels reasonable.
• The Scarcity Play Limited time, limited quantity, or exclusive access.
• The Self-Serve They can help themselves.
• The Tour Walk them through the product.
• The Visual One strong image or diagram that sells.
• The Volume More you buy, more you save.