By Leslie Grossman
How Companies Can Capture Today's Hottest Market: Women Business Owners and Executives
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I could not put SELLsation! down. As well as a critical roadmap, it is such fun to read! Companies that adhere to Leslie Grossman's 7-Step C.R.E.A.T.E.S. program will most certainly enhance their company?s profitability and at the same time receive accolades from the women?s business and networking community at large.”

Judy George, founder and CEO of Domain Home Fashions, Inc. and co-author of The Domain Book of Intuitive Home Design and The Intuitive Businesswoman

About Author

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Leslie Grossman, cofounder of Women’s Leadership Exchange, president of B2Women, and author of SELLsation: How Companies Can Capture Today's Hottest Market: Women Business Owners and Executives, has been creating business-to-business and business-to-consumer marketing/public relations programs focused on women for more than 20 years. Prior to launching B2Women and Women’s Leadership Exchange, Grossman founded and led Communications/Marketing Action, Inc. (CMA), creating public relations and integrated marketing programs for a broad spectrum of industries including new media, financial services, small business, fashion, entertainment, travel and publishing.

During the 14-year history of CMA, Grossman observed companies marketing to businesswomen the same way they marketed to men with disappointing results. As a leader in several professional women’s organizations, she noticed the inability of many corporations to translate sponsorships into business. She was concerned that their lack of success would cause them to give up on businesswomen as the powerful market it is. Grossman’s experience in marketing to women, integrated with her in-depth study of the businesswoman’s market, resulted in her creation of a B2W (business to women) strategy, which she began using at CMA. With more and more success with CMA clients, she decided to launch a new company focused on marketing to this elusive group

In 2000, Grossman launched B2Women, established to support the marketing objectives of companies recognizing the power of the fast-growing market of women business owners and business executives. B2Women creates and implements original groundbreaking marketing and public relations initiatives for corporations, women’s business organizations, conferences and leading women-owned firms. A track record of successes includes American Express, Platinum Guild International, MetroPartners, SAAB Cars, Northwestern Mutual Life Insurance, BBC and North Fork Bank.

At the time of the launch of B2Women, which coincided with the dotcom crash, Grossman observed mid-stage women-owned firms, like her own, struggling to keep their businesses going. She noted that many lacked the knowledge and appropriate support and connections they needed to thrive and survive in tough economic times. This observation ultimately led to the creation of the Women's Leadership Exchange.

In 2002, Grossman cofounded, with Andrea March, Women’s Leadership Exchange (WLE) as a multimedia communications program with conferences around the country as its centerpiece. Women’s Leadership Exchange provides women leading established businesses with the tools, connections and resources they need to grow their businesses exponentially. Based in New York City, WLE also offers leading corporations the opportunity to successfully connect, brand and market to one of the fastest growing business markets today. Now in its fourth year, WLE conferences, which are held in New York City, Dallas, Chicago, Southern California and Atlanta, have attracted more than 12,000 women. Women's Leadership Exchange offers an information-packed Web site, a free business e-newsletter, an online directory, online bookstore, blog and business spa retreats. OPEN: The Small Business Network from American Express is WLE's presenting sponsor with other prominent corporations as sponsors. WLE is a certified women’s business enterprise (WBE).

Grossman has been active for many years in the small business and women’s business community including: National Global Chair (2001) and NYC President (1999-2000) of the National Association of Women Business Owners (NAWBO); National Advisory Council (1996-2000) of the U.S. Small Business Administration (SBA); Counselor, American Women’s Economic Development (AWED); and a member of Women Presidents’ Organization (WPO). Grossman presently serves on the advisory boards of the Center for Women’s Business Research in Washington, DC and Wyndham Women on Their Way. She also served as New York Chair of the Women’s Leadership Forum, on the boards of the New York Women’s Agenda and Jose Limon Dance Foundation, and Board Secretary of Fashion Group International. In 1999, Grossman was named Entrepreneur of the Year by Fashion Group International and received the President’s Leadership Award from NAWBO in 2000. In 2002, Grossman received the Matrix Award from Westchester Women in Communications. In 2005, Grossman and WLE cofounder Andrea March received the Women’s Advocacy Award from Enterprising Woman Magazine and the New York Enterprise Report Advocacy Award, 2006.

Grossman is a frequent speaker on women’s leadership, entrepreneurship, branding and marketing to women. She has spoken for four consecutive years at the New York University All-University Entrepreneurship Conference and has traveled as far as Tokyo to address the Tokyo Chamber of Commerce Convention on “Striving Toward a Global Network of Businesswomen for the 21st Century.” Other speaking engagements include JP Morgan Chase, The Luxury Marketing Council, Crain’s Expo, Commercial Real Estate Women (CREW), the 2002 Annual Meeting and 2003 regional meetings for Northwestern Mutual Life Insurance, Chapman University in Orange County, CA in 2004 and IBM PartnerWorld in 2005.

Grossman received a B.A. in psychology and business from George Washington University, Washington, DC and attended graduate school at New York University. A great believer in continuous growth and training, Grossman is a graduate of Insight Seminars, MAP (Managing Accelerated Productivity) and Landmark Education.

Married to Richard Abrams, Grossman is the mother of two young adults and resides in Dobbs Ferry, NY

Women in Business Fact Box: Fact #5
Belief: One in 14 U.S. workers is employed by a woman-owned business!
Fact: One in 7 U.S. workers is employed by a woman-owned business!

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