Shheem

Though the number of  women business owners is increasing, even today, very few large businesses are owned by women. Though they may be competent, many customers and clients assume (often without any basis) that they are just a figurehead, with a male member of  the family taking all the decisions, making it even more difficult for them to succeed.

Some of  the mistakes women business owners make and are to avoided are:

1. Pricing and billing. Women generally tend to undervalue the service they provide and charge a lower price compared to other businesses. They also do not aggressively follow up with customers for payments.

2. Marketing and promotion .- it is important for potential customers to know about your business and the services provided, only then can they contact you. Advertising to the target audience is important.

3.  Most women are bought up to believe that keeping every one happy is their duty.  So many women business owners will go out of  their way to provide services to their customers, thought it may not be economically viable. Women should take decisions more objectively and not allow their emotions rule them.

Though most companies claim to be politically correct and claim that performance is the only criteria while deciding on promotions and bonuses,  the fact remains that women are discriminated against in most workplaces. Most societies are male dominated and most women face a glass ceiling at some stage in their career, when they are overlooked in favor of their less competent male colleagues.

The discrimination faced by women is even worse in Asian countries like India, where millions of  baby girls are killed before the birth of a girl is not welcome. Through girls outperform boys in most school and college leaving exams, women make up less than 5% of  the workforce in most large companies.  Most are employed as secretaries, few attain any position of  responsibility.

Part of  the reason may be social conditioning, where women are expected to relocate after marriage and take care of  their family. They are also not assigned challenging assignments on the assumption that the customer may not be “comfortable” working with them. The best way to overcome this discrimination is  for women to start their own business.

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