Here is some info from BASF, a major termite control product supplier for marketing to women. The info can be applied toward any service business. Hope you enjoy.
What I like most about this article is how the author skirts the fine line between saying women are better than men or vice versa! :) It made me smile. I know some men who have similar buying cycles. Bill, for one, ends up knowing much more about a product or service than I do. Makes it easier on us both! If you can find a female sales rep, that will help too. I sell a lot of jobs to women because I treat them like I would my mother: I'm respectful, very clear, concise, friendly and I provide 3rd party information so she won't have to take my word as law. Well informed customers are much more preferred!