Gender Selling

Gender Selling
Debra Templar: Retail Check ups, Tune Ups & Makeovers....It’s in the bag!

Try this:

Who talks more, women or men?
Who uses more gestures, men or women?
What tone of voice do women + men use most often?
Which gender seems to dominate, and why?

Gender differences are real + science is proving it.
Male + female brains are different in important ways that affect attitudes and behaviours.

Men + women typically communicate differently.
Women communicate FOUR times more than men.

Women enjoy connecting with other people, whether they’re under stress or not.
Men often need to withdraw in order to resolve problems.

Social scientists + communication experts agree that men + women interpret words, questions and apologies differently

Men
+
Selling to Men

Men tend to be much more transactional in buying style.
Transactional selling that depends on data, benefits and problem solving has been most comfortable with men and the male way of conducting business.
Relational theories are often vague + difficult for male sales professionals to follow.

The steps in the transactional model follow the way men think + handle a sale. These are: open the sale, discuss what you offer, describe features + benefits handle objections + close the sale

The weakness of this model are:
Relationship building is downplayed, communication tends to be one way, the female’s need for detail + connection are often ignored, and the closure of the sale can become manipulative.
The challenge for the saleswoman in selling to a man is to stay focused, be direct with facts and not over-communicate.

Women
+ Selling to Women

Women have a buying style that is more relational but may move to transactional based on time + the product.
Women tend to be more brand loyal than men, but they’ll leave their brand if the service is bad.
Selling to men + women at the same time takes skill, flexibility and an understanding of gender differences.

Women speak because they wish to speak, whereas a man speaks only when driven to speech by something outside himself – like, for instance, he can’t find clean socks
Jean Kerr, actress

Women are biologically more emotional than men, and they buy more emotionally.
Women tend to trust people with whom they can form a relationship.
A woman’s buying style (relational) differs from the typical male style (transactional) in that there is more + deeper communication between buyer and seller during the sales process.

When a woman likes a product or a salesperson, she lets others know; lots of others.

Relational Selling
(for both men + women)

Developed over the last 20 years, the relational model emphasises establishing a positive relationship with the buyer, male or female
Women often buy in an indirect way that includes relationship building in the process even as they cover all of the steps of the Transactional Model

There are times when neither a man nor a woman wants a relationship with the salesperson.
When selling to men + women together, plan a strategy prior to the call to deal with the unique dynamics of the situation.

What to Do

Dial down your bias toward the opposite gender.
Genuinely value the customer.
Remain open minded to all data being shared with you by the customer.
Listen for facts + feelings.
Validate what is truly important to the customer.
Prepare a response appropriate to the customer.

Common blindspots in Establishing the Relationship can be female sellers becoming over-familiar with the buyer and male sellers not allowing enough time for rapport.
In Creating Value, a seller has to show men that the product is the right price and does what is required.
Women want to be assured they won’t regret buying.

In Discussing Issues, female salespeople need to remember that the male buyer might sound as though he is arguing, when in fact this is just a desire for more data.
Male sellers have to use this step to connect more with the female buyer.

Delivering Customer Satisfaction means different things to different genders.
Women are brand loyal if they’re convinced they received good service.
Men will switch without guilt if the price or quality is better elsewhere.

Vive la difference
(long live the difference)
Originally applied to the difference between the sexes, this phrase may now express approval of the difference between any two groups of people, or simply the general diversity of individuals.
Wictionary

One of Australia’s leading retailing experts, Debra Templar just hates bad customer service and stupid business practices. So… she’s on a mission to change them – one slideshow, presentation, book, or training session at a time:
"I don't just want to improve how we do business for the customer’s sake but also that we, as business owners, sell more stuff, make lots more profit, and love our businesses back to life!“
E: debra@thetemplargroup.com.auMobile: 0417 532383Skype: debra.templar
www.thetemplargroup.com.au
www.twitter.com/DebraTemplar
www.linkedin.com/DebraTemplar
Photos are from www.istockphoto.com

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Gender Selling

by Debra Templar on Feb 24, 2010

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Gender Selling — Presentation Transcript