Winning the Toughest Customer
IN THIS SUMMARY
Many sales professionals find it a daily struggle to understand women customers. The way women interpret behavior, hear unexpected meanings, take in "peripheral" information, and view the overall sales process is very different from how men do so. Needless to say, selling to women is very tough and can often make or break one's sales career. As a result, women's wants, expectations, and needs are far too often misunderstood and/or are not met at the sales professional's peril. The female market is the largest consumer market out there, and sales professionals can afford neither to ignore nor belittle it.