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Want to add some sex appeal to your sales approach? Try reading GenderSell by Judith Tingley and Lee Robert. The authors believe that business leaders and sales professionals can dramatically improve results if they understand some general differences in the ways men and women behave and think. The heart of the authors' advice: be open an
Want to add some sex appeal to your sales approach? Try reading GenderSell by Judith Tingley and Lee Robert. The authors believe that business leaders and sales professionals can dramatically improve results if they understand some general differences in the ways men and women behave and think. The heart of the authors' advice: be open and adaptive when selling to the opposite sex. Take on the qualities and characteristics of the customer, they write. "When selling to a male, sell more like a man", write Tingley, a psychologist and consultant on gender in the workplace, and Robert, a sales executive. "When selling to a woman, sell more like a woman". That means men can often benefit from a feminine touch. For example, men should bear in mind that women like to talk about people and feelings. You can boost sales to women by showing how the product can be used and enjoyed, instead of rattling off facts and figures. And women should remember that men are impatient for the bottom line. When selling to men, women should build rapport through product knowledge and then quickly get to the point without any diversions. Some people may feel stereotyped by the book. However, the authors contend that their findings are based on a vast amount of research, including an original survey of 600 consumers and their preferences for dealing with sales pros. GenderSell is easy to understand and read. It's full of anecdotes about how to close a deal by first closing the gender gap. --Dan Ring, Amazon.com
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