(This is the second in a series of articles on Sales Force Readiness and Gender Differences)

In the first series on Sales Force Readiness, I examined the Betrayal of Marketing by Sales and identified that US Women buy or influence over 85% of the consumer purchases in this country. If you sell in a B to C world today (Business to Consumer), you know the buyer today is women. While we have seen massive shifts in women as buyers in B to C, the truth is if you are in Business to Business Selling, (Business to Business) your buyer is most certainly MAN. Given the sheer numbers and the positions held, men rule business. Consider these facts for a minute:

• Men head 496 of the Fortune 500 companies and 87% of line officer positions.

• Men hold most purchasing agent roles in virtually every industry including construction, IT, petrochemical, and automotive sectors among most others.

Selling to Men…Price, Product, Pleasure

Most men are largely transactional when they buy. How much is it, and what should I know about the product? Men like facts and figures. But the real reason men buy is the same reason women do -- it fulfills a need. Needs are defined in many different ways. In business, purchasing managers are buying things for their company. If they do their job well, the company does well and they are rewarded, (i.e., they receive the pleasure of a paycheck and bonus, and their needs are met). It really is that simple. So why is it so hard to women to crack this code? There are basically two issues that derail women in selling to men.

• Women SELL THE WAY THEY WANT TO BE SOLD TO (i.e. a Relational Selling versus Transactional Selling)

• Women often OVER-COMMUNICATE (i.e. they communicate like they are talking to another women rather than remembering they are in a sales process)

Relational Selling vs. Transactional Selling

Relational Selling vs. Transactional Selling Simply and clearly stated, there are two very different approaches to selling – the transactional and relational models. The transactional model focuses on things men like: facts, data, features, benefits, overcoming objectives, and closing that sale. Powerful things, manly things. The Relational Model focuses on connecting, partnering and jointly solving a problem. This is not how most men buy. Simple put in all sales presentations remember this; 80% of the time - Men are Transactional, Women are Relational. While there are relational men and transactional women, this axiom will be explored in detail in the next series on Sales Force Readiness and Gender Differences.

Women Often Over-Communicate

"A woman can effortlessly speak 6,000 to 8,000 words a day, use an additional 2,000-3,000 vocal sounds and 8,000-10,000 gestures and body signals. A man utters 2,000-4,000 words, 1,000-2,000 vocal sounds and makes 2,000-3,000 body language signals. In other words, women communicate three times more than men." - Barbara and Allan Pease from Why Men Don’t Listen and Women Can’t Read Maps

For women selling to men (80% of the time), understand that they do not want to know anything about you. You are a product, a benefit to help my business. If you have a cheaper price than your competitor you’re my new best friend. Better delivery options, extended billing – great. Don’t tell me how good your company. I will determine that as you meet my needs. While some rapport building is important there is a fine line to be walked and you should caution on less than more. When selling to men, try to communicate 2/3 less than you do normally do. Selling to men in many ways is easier than selling to women. Talk facts, data, terms. Stick to business.

Are you more transactional or relational?

Below is a fun, non-sceintific test you can take to find out. Use the following guidelines to answer a word associate test. The scoring is at the bottom of the page (so don’t cheat, be honest). Write the number in the box next to the word as to how the term describes you best according to the following scale:

1 = Never or almost never true, 2 = Usually not true, 3 = Sometimes but infrequently true
4 = Occasionally true, 5 = Often true, 6 = Usually true, 7 = Always or almost always true

Transactional/Relational Traits Test Scoring. From the top, total the SECOND and THIRD columns. (The first column is a control column, and we’ll ignore it.). We will call the Second Column Score A and the Third Column Score B. Now, Subtract Score B from Score A. (Score A minus Score B) Example: if Score A is 90 and Score B score is 70, it would be 90 minus 70 = +20. If your A Score is 70 and your B Score is 90, it would be 70 minus 90 = –20. You will note that you score can be positive or negative.

Transactional/Relational Traits Test Scoring.

Completely Transactional (–20 and under), Often Transactional (–19 to –10), Adaptable (–9 to +9) Often Relational (+9 to +19), Completely Relational (+20 and over) As a mentioned this is a fun test based on a ‘Gender Traits’ study done in 1975. While the words may not stand the test of time (Has leadership abilities would certainly be gender neutral in 2010), I find this test to be a good indicator of a salespersons transactional/relational nature. Your transactional or relational nature has a lot to do with what type of salesperson you are and the approach you take to selling. In the next series of Sales Force Effectiveness, we will explore the positives and negatives of both Relational and Transactional sales people.

Credits: Bem, S.L., “The Measurement of Psychological Androgyny,” Journal of Personality and Social Psychology, 1975, Vol. 31.