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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.
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 women. 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 lightly than men to tune out if they feel they are been 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 be more lightly to 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.
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-tasker
Overall, a woman is a much more emotionally involved buyer; she is likely to 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 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 is much more likely to tell 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.
Niall Devitt is the founder of Beyond the Boardroom (www.btbtraining.com), a leading Irish business development consultancy specialising in providing highly tailored solutions in the areas of sales training and recruitment. Having previously recruited and managed high performance sales teams in the IT and Financial Services industries, Niall understood that there was a need for a results driven sales training solution in Ireland.
He is also a read more here
Today's News: Over at Salesopedia two good chums, both are also a and they are celebrating a centenary of excellent podcasts.
"Salesopedia celebrates our 100th podcast with Jill Konrath who was also our 1st podcast guest on February 18, 2007. Jill Konrath is a sales expert and author of "Selling to Big Companies". She is also the founder of Sales Shebang, a frequent speaker at national sales meetings and association events, a B2B consultant, and trainer.
Jill Konrath hates closing! She has some strong views on closing techniques and why you shouldn't use them! Hear how she became one of the top sales reps at Xerox when she "didn't know how to close." Her advice is to "never close." Take a listen to what Jill suggests you should be doing."
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Tomorrow: What is THE most important element of the entire sales cycle? Join me tomorrow to find out.
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