I was
recently in a store selecting paints to redo the interior of my home. Prior to
my arriving at the store, I had selected the colors for each room and had a list
of the measurements as well, so the proper amounts of paint would be purchased.
I stood patiently by the counter, waiting my turn. The one male clerk proceeded
to help two men who had arrived after me. As they traded personal anecdotes
during the sales process, it was obvious the clerk knew them. Needless to say, I
was fuming by the time he got to me. His opening statement ("what can I do
for you hon?") almost sent me into orbit. When I tactfully expressed my
frustration and anger regarding his level of service, he laughed it off, thus
insulting me even more.
My experience was an unfortunate one. It was however, one that occurs on a daily
basis throughout America. As customers, men and women are treated differently.
In a recent Shell Oil Company publication, men and women were polled to
establish whether women received equal treatment as customers. A significant
percentage of men and women believe that females receive worse treatment from
car dealers and investment advisors.
Just how should we approach men and women as customers? The most fitting
approach can be established by understanding the differences between men and
women and how each addresses the buying, problem solving and communicating
process in a totally different manner. Let's examine some of the different
methods you could incorporate equally assisting customers of both sexes.
Thought Process
- For
men, logic creates trust. Men segregate a problem or decision into
individual parts to arrive at a solution. They also operate sequentially (a,
b, c, d). Therefore, you want to present information in a logical order
allowing them to understand each point before moving on to the next.
- Because
women use both sides of their brain simultaneously, they see the problem or
decision in its entirety. They operate a-sequentially and skip information
or steps they believe are not necessary (a, d, e, b, f). Address questions
in the order they are presented and allow her to draw her own conclusions.
Problem Solving
-
Men solve problems by imposing
limitations or by force. Rules and regulations are created to help solve
problems. They prefer to have manuals, guidelines, and directions that
provide clear steps for each situation. If they are making a major purchase,
expect them to request brochures that will help them make their decision.
Time
- Men
want to control time. There is a beginning, middle and end to every
experience and time span. For the most part they allot a specific amount of
time to complete a task. When the task takes longer than anticipated (such
as a shopping trip), expect frustrations to arise. Remember to be direct and
to the point staying within their time frame to eliminate potential
problems.
- To
women, time is flexible. Women seldom take time seriously and believe time
flexible. She may have completed a given task a thousand times (grocery
shopping), but each time is new experience, a discovery process and is not
to be limited by time restraints.
The Shopping Experience
- To
men, shopping is a chore or task. They will typically go to a specific store
with a few items to purchase. Men will go directly to the desired object,
make their selection and be done. Remember: they have established a time
frame for all tasks and when shopping for an item takes longer than the
allotted time, frustration and anger are usually the end result.
- Discovery
is the key word for women on each and every shopping trip. Women love to
explore departments, stores, and malls. It energizes them and each shopping
trip is like a journey into uncharted waters with all the new items
available. Simply presenting or displaying items in a new way will help a
woman stop and rediscover an item once again.
Communications
·
When communicating, men will first ponder or think about a
situation, then store the information before they finally express their
thoughts. Men also do not typically communicate unless they need help or a
resolution to a situation. Therefore, if a man requests information or
suggestions from a sales clerk, he wants assistance so the process can be
concluded.
·
Women communicate to express themselves. If a challenge arises, they look within
to establish if they are the cause of the problem. When communicating, they will
discuss issues that are closer to them mentally and emotionally. Approach your
female customers with a positive attitude and confirmation that they have indeed
made the right decision or selection unless there is a more appropriate product.
Wants Vs. "Can Haves"
- For
men, want and can have are tied together. It is within their nature to know
when, how, where and why. This allows them to determine or control the
selection during the buying process. Once they have established the want for
something, they begin the process of establishing how they can have it.
-
Women believe want and can have are entirely two different issues. They may
see and express their like for an item, but they do not necessarily want the
product. For a woman, buying is a discovery process and is half the fun.
During a shopping experience, she may see a new cellular phone that would
make calling easier and indicate she likes it. That does not mean however,
that she is willing to lay down the money needed to purchase the item.
Change
·
Change can be difficult for men unless they have made the
determination that it is what they want. Usually it is easier to put up with
something rather than risk change. "If it's not broke, don't fix it."
A man wants to be in control, and the requirement to change habits may be
perceived as a temporary loss of control.
·
Change is comfortable for women. It is part of their discovery
process. They enjoy learning how to use new products, especially when it will
make their life less complicated or easier. You many find it helpful to appeal
to their desire to discover during the change process when introducing new
products or concepts.
All customers expect and want equal treatment and respect regardless of their
sex. The belief women are the fairer sex and not capable of making financial or
difficult decisions that affect their life is disappearing. Although elderly
women from the Veteran generation (born prior to World War II) may acquiesce to
their husbands decisions and choices, more recent generations of both men and
women feel, for the most part, that the sexes should be treated equally. This
includes how you treat them as customers. An understanding of the differences
between the sexes will help you respond to and present viable information that
will help both men and women make logical decisions regarding the products they
invest in or buy.
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