GenderSell: How to Sell to the Opposite Sex

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Simon and Schuster, Apr 2, 1999 - Business & Economics - 176 pages
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GenderSell is the first and only book to offer specific techniques on overcoming the single greatest barrier to effective sales -- selling to the opposite sex. Despite a decade of important research on how differences between the sexes affect personal and workplace relationships, until now virtually every book on selling has ignored these differences. And despite the fact that women make approximately 85 percent of the purchasing decisions on most products and services and now constitute more than 25 percent of today's sales force, nearly all relevant books have been written by men for men in sales about selling to men.
Tom Peters, Ken Blanchard, and other management experts have proposed that companies must learn how to market, sell, and advertise differently to men and women in order to stay competitive. Now at long last, psychologist and workplace communication expert Judith Tingley and veteran sales professional Lee E. Robert bring you this essential guide.
Based on research, including the authors' Sales Preference Survey, conducted with more than 600 participants, Tingley and Robert provide detailed examples, specific techniques, and provocative case studies that will help sales professionals increase their success, their revenues, and their profits. The authors answer many important questions: When should you focus more on the interpersonal process and when on the product? What quality do customers say they like most about men in sales? What characteristic do they think is strongest in female sales professionals? Is the timing of the close different with male and female clients?
The industry buzz has begun: In response to articles on the Gendersell topic that have appeared in trade publications and to training seminars offered by the authors, executives from a wide range of industries -- high tech to automobile dealerships, insurance companies to home builders and health care delivery services -- have been clamoring for GenderSell to make it an integral part of their worldwide sales strategies.
 

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Gendersell: how to sell to the opposite sex

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Tingley, a psychologist and consultant on workplace communication, has previously published Genderflex (AMACOM, 1994) and Say What You Mean (AMACOM, 1996). Coauthor Robert is a sales professional and ... Read full review

Contents

Acknowledgments
4
Its Time to Raise the Bar for Sales Skills
5
Customizing for Consumer Gender
13
Adapting to Difference
22
Men Influencing Women
35
Women Influencing Men
53
Cold and Steely Versus Warm and Fuzzy
70
Building and Bonding the Customer Connection
85
Finding a Fitthe Needs Assessment by Gender
101
The Presentation DanceEverybody Does It Differently
116
Hard Sell or Soft Close?
133
Navigating the Battlefields
144
Gendersell Success
161
Bibliography
167
Index
170
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About the author (1999)

Judith C. Tingley, Ph.D.,is a psychologist and expert on workplace communication who has worked with a broad spectrum of clients, including BMW, Merrill Lynch, Intel, and Motorola, on projects related to improving organizational communication and teamwork. Her main research has been on gender communication, and she is the author ofGenderflex: Men and Women Speaking Each Other's Language at WorkandSay What You Mean, Get What You Want.A member of the American Society for Training and Development, the National Speakers Association, and the Society for Industrial and Organizational Psychologists, Tingley lives in Phoenix, Arizona, and can be reached on the Web at www.gendersell.com.

Robert is a sales professional, seminar leader, marketer, and internationally known expert in the area of "Performance".

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