So say the ladies (and even a few gents) when the salesman comes calling or makes the pitch – be it for that wonderful product, or a new business opportunity.
It might be worth listening – Women are 80% of everyone our industry.
Is anyone in the front of the room listening? Hello..!!???
Research on how women buy tells us this very thing…and we must be the last to know, think?
According to Martha Barletta, researcher and writer on women’s buying habits,
“Sales people are trained to try to close the sale in the initial meeting.
That may work with men, because they have a faster decision process, and frankly, shooting from the hip, making decisions on the spot is one way they communicate their autonomy and decisiveness – the ‘cowboy factor.’
But women are marksmen, not cowboys – and if you rush them or push them while they’re trying to zero in on what they want, all you’re going to do is irritate them.”
Instead, women, she writes,
“want to consider, compare and talk it over with trusted advisors. It’s not enough for the product or service to meet her needs; it must be the best way to meet her needs…I’d advise you to refocus your attention on what you’re going to do to follow up, instead of pushing too hard right away. Otherwise, she will start to distrust your motives…”
–“Marketing to Women”
Martha Barletta, 2003
Is anyone in your company listening? Or are the trainers still fixated on telling you to close that poor woman on the first date and then gloat to everyone how easy it was?
What’s your experience? Use the Comments below. Sounds dreadful, actually, doesn’t it, to be “closed”?