Mars & Venus
Newsflash! Men are different than women and vice versa. In sales calls, you might want to take a look at an approach that embraces the subtle differences found in Mars and Venus so you write more business.
A new book, GenderSell: How To Sell to the Opposite Sex, proposes that sales is a process of influence and each gender has its unique area of influence you should be targeting. They suggest looking at your last few sales calls to figure out if you were more successful with one gender than the other.
After conducting interviews with more than 600 buyers, the authors of the book found that men wanted to buy from women who offered knowledge and got to the “bottom line.” Men want to stick with facts and figures. Conversely, women want to know that a male salesperson cares about the relationship he is building with her. In fact, a guy sticking with facts and figures (what he wants when he buys something) is often perceived as pushy and aggressive by women.
As accountants, keep in mind that you may be more technically oriented and may naturally drift more to the numbers end of the deal and, therefore, to closing more business with men. Women business owners are growing substantially each year. Make sure you are talking their language. Learn more about the GenderSell difference so you can close the gender gap.
Voice of the Editor
Which isn’t completely true. I mean, occasionally I drop by when I manage to sneak out of the nonstop frat party over at Going Concern, but I’m mostly a wallflower over there. I’m happy to say that I’ve been given express permission (or explicit orders, if you like) to wander over here to AccountingWEB more often.
Why is that, you might ask? My job is to replace the irreplaceable Gail Perry as Editor-in-Chief. What does that mean? I don’t really know! I think it’ll be fun getting a feel for things, throwing in my own thoughts here and there, and listening to the discussions you’re having about the accounting profession.