According to a recent poll by online brokerage BMO InvestorLine, many women lack confidence regarding their investment decisions. Advisors can change this sentiment, however, by simply embracing a slightly different approach for client meetings.

“Recognize that men and women are different,” says Julie Barker-Merz, president of InvestorLine. “Whether you’re sitting across from a woman or a couple, those are going to be very different conversations then you might have when you have just a man sitting in front of you.”

According to the study, only 68% of women feel confident when making investment decisions compared to 83% of men. Geographically, women in Ontario and Quebec are the most comfortable with the markets with 71% saying they are confident investors. Men living on the prairies, meanwhile, are the most self-assured with 87% saying they are confident about their investment decisions. Men and women living in Atlantic Canada, however, are the least confident regarding their investments, ranking their confidence level at 77% and 59% respectively.

Advisors looking to help their female clients feel more comfortable with the markets are going to have to be willing to put in the time, says Barker-Merz, who is leading BMO’s women in wealth committee, which is focused on bringing more female clients and advisors to the bank.

“Women are more thoughtful about the decision-making process,” she says. “They want to be heard, they want to be listened to and they want their advisor to really understand them and so that will take some time.”

For example, it will likely take two or three meetings before a woman is ready to make a decision regarding her investments. However, Barker-Merz says advisors should not assume that this cautious approach means women are risk-averse when it comes to investing. It’s simply that they are very aware of the risks involved with investing.

As well, advisors are likely to find themselves in very detailed conversations with their female clients during those meetings. “Women are really thinking about the future and being a lot more deliberate about some of the milestones in their life,” says Barker-Merz. Therefore, going through a financial plan, asking questions and being very specific about how investments can help female clients reach goals is key to working with this demographic.