Jerry Bellune June 2, 2013

How to sell to women and men
This is not Mars-and-Venus feel-good stuff.
It is based on scientific research.
It will help you become more effective.
Your purpose may be simply to communicate ideas.
Or to influence someone’s decision.
More important, it’s probably to make a sale.
Selling to women differs from selling to men.
 
Human behavior studies tell a revealing story.
Here’s what the researchers have found:

• Women tend to nod when they are listening.
Just because she nods does not mean she’s buying.
It just mean “go on . . . tell me more.”
She will let you know when she’s ready to buy.
Just watch for the credit card or checkbook.
When that happens, quit selling. Take her order.

• Men nod to show agreement.
That’s a strong buying signal.
It’s a good time to ask for the order.
I’ve gone on many sales calls with sales people.
I watch them warm up a prospect, then nothing.
They don’t ask for a commitment.
If you don’t ask, they won’t buy.

• Men prefer to sit next to you in talking.
They feel more collegial that way.
Try not to let a desk get between you.
If standing, stand beside them.
If seated, pull your chair near theirs.

• Women prefer to sit across for eye contact.
They are watching your eyes to see if they trust you.
Understanding this helps you be more effective.
When a relationship is established go to Plan B.
Plan B is to sit or stand beside them.
Do it just as you would with men.
 
How do you make effective eye contact?
Research indicates to look directly into their eyes.
Preferably concentrate on their right eye.
This makes your behavior more credible.
They are likely to believe what you say.

Next: Break those bad selling habits.
©2013 The Bellune Company, Inc.
Jerry Bellune coaches business owners in the strategies that have made hisfamily’s book and newspaper businesses highly profitable. Contact him at [email protected]