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Guidelines for Men who Sell to Women

Written by: Niall Devitt

Article Overview: While there are of course many similarities in how men and women reach purchasing decisions, there are also important differences. From a man’s point of view, the key is to be able to understand what these are and to be aware of them when selling to a woman. The following are some easy to follow guidelines for men who sell to women

Guidelines for Men who Sell to Women

Studies show that women buy or influence 80% of all consumer goods. According to a David Powers Homes study they make 80% of all $180 to $500K price range and they are likely to play a significant role in other big ticket purchases such as cars etc. In fact just because they aren’t directly involved in a particular purchase doesn’t mean they aren’t strongly behind the buying decision.

Be Aware

While there are of course many similarities in how men and women reach purchasing decisions, there are also important differences. From a man’s point of view, the key is to be able to understand what these are and to be aware of them when selling to a woman. The following are some easy to follow guidelines for men who sell to women

Traditional Sales Approaches don’t Work

Many companies and individuals are copping on to the fact that traditional sales approaches don’t work with women buyers, in fact woman are much more likely than men to tune out if they feel they are being SOLD to.

Take Time to Understand Her Needs

Women put significantly more value in the salesperson really taking the time to understand their needs. The ability to demonstrate that you care about her needs and what she has to say will help develop a strong relationship and increase the outcome of her buying.

Appearance and Body Language

One aspect where men and women buyers differ is in their ability to read unconscious communication, women are naturally better at it. A woman will evaluate your appearance and dress, will listen more intently to the emotions you convey and will read much more into your body language.

Let her know you are Listening
Women also listen differently, men often maintain a blank facial expression when women are telling their stories. To her this can translate as not listening at all. It’s important when selling to a woman to be a very active listener, convey expression in your face, maintain good eye contact, ask checking questions to confirm you understand what she means, take notes etc., it’s the little stuff that matters most to a woman.

Don’t Interrupt

Interrupting one another’s conversations can be a pretty routine thing for men. However when communicating with women, they are much more likely to get annoyed when you interrupt. Women will also define interruption differently to men. Just because she’s not talking for a moment doesn’t necessarily mean she’s ready for you to jump in. She may just be taking a second to collect her thoughts before resuming.

She’s a Multi-taskHer
Overall, a woman is a much more emotionally involved buyer; she will consider and weigh up more factors but because she is able to multi task can do this in lot less time so ensure you keep up.

She Senses

She has heightened senses of touch, taste and smell and will often involve these and other senses in her buying decisions of certain products. She may talk you through her buying decision putting into words how she sees and feels your product may work for her.

A Natural Marketer

A huge plus from selling to women is that they are three times more likely than men to share personal experience with friends, if you ask any woman where she came across her gym, hairdresser or beauty salon, she maay often tell you that it was recommended by one of her female friends.

With many times more connections between the left and the right hemispheres of the female brain, women tap naturally into that area that is responsible for bonding, they are natural word of mouth spreaders.

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Article Tags: 500k, active listener, appearance, body language, cars, consumer goods, david powers homes, decisions, emotions, eye contact, facial expression, good eye, men and women, point of view, relationship, salesperson, taking the time, ticket purchases, unconscious communication



Related Forum Posts
Re: History of Women in Business in the United States - Yes. Women have increasingly made positive economic contributions to society and their position is being recognized more and more as seen on the Forbes List of Executive Women. In general, women can be a bit more practical in their approach as entrepreneurs too.
A ton of Great Women - You might want to profile Teresa Cascioli of LakePort Brewery. She has an amazing story! I met her at at the celebratory luncheon for the Profit/Chatelaine Top 100 Women Business Owners. The Top 100 list is also a great resource for inspirational stories of Women Entrepreneurs.
Re: Are entrepreneur women more organized than men? - Women are generally more organised than men. They have good instincts more than men. Women are generally aggressive when it come to business. You don't want to mess up with them.
Re: Are entrepreneur women more organized than men? - The issue of women being more organized than men is true, start from you home, just see how messy the boys are. Women are also very cautious, unlike men who take any risk, a woman will analyze the risk first. Women are also go getter when it comes to business, once they make their mind, then they go for it.
Re: Why aren't there more women entrepreneurs? - My opinion on this (being a women, and being disabled), is; Women in general like security. Women are the caretakers, in general. In the work environment we are the one to have children. We are the ones who leave work to do this. We deal with a stigma that we are bad mothers if we work, but we are a bad mother if we do not work. I feel there is no way a man could ever understand this. Sure they can try, and some do a good job of it, however they truly do not understand. How could they?? Being a entrepreneur is throwing cation to the wind. It takes believing in yourself. It takes a women who can have someone say no, put us down or just plan old negativity and for us to turn it around. Women who can do this are called names, while men in the business world are just expected to have a thick skin. Studies show in the work environment that women are more apt to be bullies. Women are more apt to turn on each other. We expect more out of each other. Many women also use the work environment to socialize and to find a mate. Men and women are not created equal. Once we understand this and take what we are and "run" with it; the better all of us will be. Women business owners, women entrepreneurs are still considered a minority. Since there are more women then men in this world, some day this will turn around. This too is why men need to protect themselves and keep us under some kind of control. What bothers me to no end is when women give in to the mans world using sex as a selling tool. We need strong women leaders, not those who use their bodies as a step up. This is just my opinion on this subject.


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