This book is more than selling to males and females. It discusses the differences between how a male and female brain works. She brings up many interesting stories that I’ve never thought of before. If I were looking at a map, I would turn it so that I was facing the same way. My husband, on the other hand, doesn’t find the need to turn it. It’s because he has a much higher spatial reasoning than I do.
A man is on a mission. If he goes out to pick something up that he needs for a home project, that’s his mission. A woman has her own agenda. She figures that since he is driving right by the store, he can pick up some milk, go to the post office, etc. He’s put out by that because it’s interfering with his mission to go and come right back. He may even be irritated.
Elizabeth Pace expands the process of selling to women versus men. It’s interesting that women actually do 80% of the shopping and therefore, really may be the decision maker in the family. Elizabeth provides specific examples on how to communicate with both sexes. Females care about relationships first and foremost. If you can keep that in mind, you will go far. They can switch to several topics during the conversation and keep up. Try doing that to a male, you will lose the sale. Do not interrupt him to say, “I know how you feel.” It won’t work. Listen and be direct. Do not ever say your product can help them.
If you are serious about wanting to make a difference in your sales, read this book and take it to heart. Highlight, highlight, and highlight.
