At a recent convention of Harley-Davidson dealers here, Delia Passi, a marketing consultant, was sharing the finer points of selling to women with her audience of about 150, many of whom wore boots, jeans, and tattoos. One wore a T-shirt that read, "Born to Party, Forced to Work."
Neatly groomed hair is a good start, she said. Always maintain eye contact. Keep those handshakes firm, but not too firm. Clean the bathrooms. Set up a play area for children. And don't forget the little things that can help draw in passers-by. "Put a plant out there to say you are female-friendly," she said.
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