Selling to Men. Selling to Women. This workshop focuses on the role of gender communications in the sales process. Does your sales organization (and your non-sales team) understand how to tailor messages for maximum effectiveness to reach the target audience?

1. Jeffery Tobias Halter
President, YWomen
www.YWomen.biz
Twitter: @ywomen
© YWomen.biz May not be reproduced or
redistributed without permission
SELLING TO
MEN
SELLING TO
WOMEN
The Significant Impact Of
Gender Communication
In The Selling Process

2. #WomenInAuto17@ywomen
A Salesman’s Journey…
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3. #WomenInAuto17@ywomen
1 = Never or almost never true 4 = Occasionally true
2 = Usually not true 5 = Often true
3 = Sometimes but infrequently true 6 = Usually true
7 = Always or almost always true
Answerthequestionsastohowthetermdescribesyoubestaccordingtothefollowingscale:
Adaptable Affectionate Aggressive
Conceited Compassionate Assertive
Conventional Comforting Defensive
Conscientious Gentle Direct
Jealous Loves Children Dominant
Moody Sensitive Forceful
Reliable Sympathetic Leader
Secretive Tender Independent
Tactful Understanding Risk-Taker
Truthful Warm Stands Firm
© YWomen.biz May not be reproduced or redistributed without permission

4. #WomenInAuto17@ywomen
1 = Never or almost never true 4 = Occasionally true
2 = Usually not true 5 = Often true
3 = Sometimes but infrequently true 6 = Usually true
7 = Always or almost always true
Answerthequestionsastohowthetermdescribesyoubestaccordingtothefollowingscale:
Adaptable Affectionate Aggressive
Conceited Compassionate Assertive
Conventional Comforting Defensive
Conscientious Gentle Direct
Jealous Loves Children Dominant
Moody Sensitive Forceful
Reliable Sympathetic Leader
Secretive Tender Independent
Tactful Understanding Risk-Taker
Truthful Warm Stands Firm
Total A________ B _________
Score*
15 35
Subtract B - A = ____________
* May be a positive or negative number
-20
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5. #WomenInAuto17@ywomen
Gender Traits Test Scoring
Gender Traits Scores
Masculine – 20 and Under
Nearly Masculine – 19 to – 10
Androgynous – 9 to + 9
Nearly Feminine + 9 to + 19
Feminine +20 and Over
Sandra Bem,
‘The Measurement of Psychological Androgyny’, 1975
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6. #WomenInAuto17@ywomen
Context for Session
•Stereotype - a generalization, often offensive, that
is used to describe or distinguish a group
―Girls are weak, boys are violent
•Norm - a standard, regarded as typical
―Before the 1960s, girls had long hair and boys
had short hair
•Normative Data
―Based on data but not 100% correct all the
time
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7. #WomenInAuto17@ywomen
GENDER
DIFFERENCES
IN THE SALES
PROCESS
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8. #WomenInAuto17@ywomen
Leadership and the Sexes: Using Gender Science to Create Success in Business,
Barbara Annis and Michael Gurian
Female Brain
at Rest
Male Brain
at Rest
Male and Female Brains are Different
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9. #WomenInAuto17@ywomen
Male Brain
• Connectivity front to back
and within one hemisphere
• Focus/Action
Female Brain
• Connectivity across the left
and right hemispheres
• Analytical/Intuitive
Male and Female Brains are Different
Dec 2013 University of Pennsylvania - Proceedings of the National
Academy of Sciences
© YWomen.biz May not be reproduced or redistributed without permission

10. #WomenInAuto17@ywomen
Male Brain
• More brain cells
• Greater focus is on a few
best solutions
• Facts/Data
Female Brain
• More connective tissue
• Focus is on multiple
solutions
• Facts/Intuition
Male and Female Brains are Different
Dec 2013 University of Pennsylvania - Proceedings of the National
Academy of Sciences
© YWomen.biz May not be reproduced or redistributed without permission

11. #WomenInAuto17@ywomen
Data Input
Women not only
have a greater
variety of cones in
the retina (see wider
color spectrum),
they also have wider
peripheral vision
than men
http://www.sharecare.com/health/eye-vision-health/vision-different-for-men-women
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12. #WomenInAuto17@ywomen
Women really do have intuition,
sort of...
Women have a more acute sense of smell and
hearing
Women’s intuition is nothing more than the fact
that they are taking in and processing more points
of data, and making conclusions based on them
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13. #WomenInAuto17@ywomen
Male Brain
• Language is most often just in
the left brain hemisphere
Female Brain
• Women are able to use both
sides for language
• Communicate more
information than men, speak in
more complex patterns, use
longer words
Male and Female Brains are Different
Dec 2013 University of Pennsylvania - Proceedings of the National
Academy of Sciences
© YWomen.biz May not be reproduced or redistributed without permission

14. #WomenInAuto17@ywomen
Communicate Very Differently
• 6,000 to
8,000 words
a day
• 2,000 to
3,000 vocal
sounds
• 8,000 to
10,000
gestures and
body signals
• 2,000 to
4,000 words
a day
• 1,000 to
2,000 vocal
sounds
• 2,000 to
3,000
gestures and
body signals
Selling to Men, Selling to Women
© YWomen.biz May not be reproduced or redistributed without permission

15. #WomenInAuto17@ywomen
Team Effectiveness
Non-Verbal Differences
•Men view extended eye to eye contact as
aggression, women view it as trust
•Men talk side to side, women talk face to face
•A women nods her head to demonstrate
acknowledgement/receipt of information,
men process this as agreement
Selling to Men, Selling to Women
© YWomen.biz May not be reproduced or redistributed without permission

16. #WomenInAuto17@ywomen
Gender Traits Test Scoring
Gender Traits Scores
Masculine – 20 and Under
Nearly Masculine – 19 to – 10
Androgynous – 9 to + 9
Nearly Feminine + 9 to + 19
Feminine +20 and Over
Selling to Men, Selling to Women
© YWomen.biz May not be reproduced or redistributed without permission

17. #WomenInAuto17@ywomen
Transactional or Relational
Gender Traits Scores
Ultra Transactional – 20 and Under
Transactional – 19 to – 10
Adaptive – 9 to + 9
Relational + 9 to + 19
Ultra Relational +20 and Over
Selling to Men, Selling to Women
© YWomen.biz May not be reproduced or redistributed without permission

18. #WomenInAuto17@ywomen
As a starting place...
Men are Transactional,
Women are Relational
80% of the Time
Selling to Men, Selling to Women
Implications
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19. #WomenInAuto17@ywomen
Women in the US Buy
• 65% of all new cars
• 45% of all light trucks
and SUVs
Implications to Your Business
Women in the US
Influence over 80% of all
car purchases
Yet...
75% of women feel
misunderstood by car
marketers
95% of the country’s 20,000 auto dealers are
owned and operated by men
Only 38% of women feel
confident in the car buying
arena
She-economy Guide 2015 by Stephanie Holland
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20. #WomenInAuto17@ywomen
TRANSACTIONAL
LEFT BRAIN FUNCTIONS
logic • detail
facts • order
acknowledges
practical • data
Implications to Communications
Feeling • "big picture"
imagination • appreciation
creativity • options
possibilities
RELATIONAL
RIGHT BRAIN FUNCTIONS
Selling to Men, Selling to Women
© YWomen.biz May not be reproduced or redistributed without permission

21. #WomenInAuto17@ywomen
SALES
PROFESSIONALS
MUST EVOLVE!
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It is not the strongest of the species that survive, or
the most intelligent, but the most responsive to change.
- Charles Darwin

22. #WomenInAuto17@ywomen
The Evolved Selling Model
Deliver
Customer
Satisfaction
Discuss
Issues
Create
Value with
Your
Solution
Plan for
Success
Establish the
Relationship
Identify
Customer ‘s
Needs
© YWomen.biz May not be reproduced or redistributed without permission

23. #WomenInAuto17@ywomen
The Evolved Selling Model
Deliver
Customer
Satisfaction
Discuss
Issues
Create
Value with
Your
Solution
Plan for
Success
Establish the
Relationship
Identify
Customer ‘s
Needs
Have you considered
the gender of the buyer
and that gender issues
may be present?
For Men selling
Women, how will you
begin to establish a
relationship?
For Women selling to
Men, how will you plan
to go right into your
product/programs
functional benefits?
© YWomen.biz May not be reproduced or redistributed without permission

24. #WomenInAuto17@ywomen
The Evolved Selling Model
Deliver
Customer
Satisfaction
Discuss
Issues
Create
Value with
Your
Solution
Plan for
Success
Establish the
Relationship
Identify
Customer ‘s
Needs
This is a dialogue, how
do you anticipate
gender issues being
involved in establishing
a relationship?
For Men selling to
Women, be prepared to
spend more time here,
manage non-verbals.
For Women selling to
Men, how can you cut
your communication by
2/3’s and be successful.
© YWomen.biz May not be reproduced or redistributed without permission

25. #WomenInAuto17@ywomen
The Evolved Selling Model
Deliver
Customer
Satisfaction
Discuss
Issues
Create
Value with
Your
Solution
Plan for
Success
Establish the
Relationship
Identify
Customer ‘s
Needs
This is a questioning
process; think left brain,
whole brain
For Men selling to
Women, be prepared to
spend more time here.
For Women selling to
Men, be focused.
© YWomen.biz May not be reproduced or redistributed without permission

26. #WomenInAuto17@ywomen
The Perfect Answer
Jill and Jack buy
slacks in
black…
Source: Martha Barletta, Marketing to Women
© YWomen.biz May not be reproduced or redistributed without permission

27. #WomenInAuto17@ywomen
Source: Martha Barletta, Marketing to Women
© YWomen.biz May not be reproduced or redistributed without permission

28. #WomenInAuto17@ywomen
The Evolved Selling Model
Deliver
Customer
Satisfaction
Discuss
Issues
Create
Value with
Your
Solution
Plan for
Success
Establish the
Relationship
Identify
Customer ‘s
Needs
This is a questioning
process; think left brain,
whole brain
For Men selling to
Women, be prepared to
spend more time here.
(Tell me more about
your ideal solution?)
For Women selling to
Men, be focused (What
does your ideal solution
look like?)
© YWomen.biz May not be reproduced or redistributed without permission

29. #WomenInAuto17@ywomen
The Evolved Selling Model
Deliver
Customer
Satisfaction
Discuss
Issues
Create
Value with
Your
Solution
Plan for
Success
Establish the
Relationship
Identify
Customer ‘s
Needs
This is a dialogue process;
think left brain, whole brain
For Men selling to Women,
price is one factor, product,
benefits and functionality
are critical (i.e.. open to
multiple solutions).
For Women selling to Men,
price, product, facts as
function, solves a problem,
simply fulfills a need.
© YWomen.biz May not be reproduced or redistributed without permission

30. #WomenInAuto17@ywomen
The Evolved Selling Model
Deliver
Customer
Satisfaction
Discuss
Issues
Create
Value with
Your
Solution
Plan for
Success
Establish the
Relationship
Identify
Customer ‘s
Needs
© YWomen.biz May not be reproduced or redistributed without permission
This is a dialogue process;
think left brain, whole brain
For Men selling to Women,
no means no!
For Women selling to Men,
no means bring me another
solution.

31. #WomenInAuto17@ywomen
The Evolved Selling Model
Deliver
Customer
Satisfaction
Discuss
Issues
Create
Value with
Your
Solution
Plan for
Success
Establish the
Relationship
Identify
Customer ‘s
Needs
© YWomen.biz May not be reproduced or redistributed without permission
This is the key to future
sales
For Men selling to
Women, follow-up is
critical to referrals and
new business
(2.6 vs. 21)
For Women selling to
Men, follow-up is critical
to keep the business

32. #WomenInAuto17@ywomen
The Evolved Selling Model
Deliver
Customer
Satisfaction
Discuss
Issues
Create
Value with
Your
Solution
Plan for
Success
Establish the
Relationship
Identify
Customer ‘s
Needs
© YWomen.biz May not be reproduced or redistributed without permission

33. #WomenInAuto17@ywomen
Summary
•Gender differences are real, yet our
organizations are unprepared to deal with
them
•Women influence over 80% of car
purchases yet only 38% feel confident in
the car buying arena
•Our sales forces must EVOLVE!
© YWomen.biz May not be reproduced or redistributed without permission

34. Jeffery Tobias Halter
President, YWomen
www.YWomen.biz
jthalter@ywomen.biz
Twitter: @ywomen
Questions
SELLING TO
MEN
SELLING TO
WOMEN
The Significant Impact Of Gender
Communication In The Selling Process