The Essence of Tom Peters (Complete Four Volumes)

Author: (USA) Tom Peters
Publisher:
Publish Date: Not available
Features: The Showroom Showdown: The Inside Scoop Let's return to Stage 3. Imagine a couple visiting a car showroom to buy a vehicle. A salesperson—likely a man—approaches them. The man in the couple takes the initiative to talk to the salesperson, and naturally, the salesperson focuses on answering the man's questions. Is there anything wrong with this scene? No, it's just a very common occurrence. The mistake lies in our perception of this scene. The woman might be buying the car for herself, or she could be the primary user of the vehicle. Even if she isn't, her influence during the other four stages of the sales process is enough to make her the main driver. So why does she let the man handle the negotiation with the salesperson? There are various reasons. First, she knows salespeople are generally more enthusiastic with men than with women (studies show even men agree that male customers get along better with salespeople). Second, she wants the man to handle the necessary negotiations. She knows the competitive spirit in male culture makes this task easy for him. Third, if technical evaluation of the product is needed, the man might have more knowledge, and she would appreciate his help in this area. Female culture allows women to openly express their thoughts—even if the final decision is made by them. A woman might turn to her husband and say, "So, what do you think, honey?" Many salespeople misinterpret this, thinking, "See, I told you he's the one making the decision." But in reality, it's just a polite inquiry; she's merely suggesting he support her decision. Similarly, women are reluctant to directly contradict men in front of others, as it makes them uncomfortable. They don't want to be perceived as the "battering wife" or the "weak husband," so they often hold back their opinions in front of salespeople. But guess what? Those opinions are still swirling in their minds, and later they'll share them with their husbands. Of course, by then, the salesperson has already lost the opportunity to address her needs. So, even at this stage, salespeople still need to take women seriously. They should occasionally ask for her thoughts: "So Martha, is this what you want too? Is there anything else you'd like to add?" This way, women can express their views without having to argue or make their husbands feel embarrassed. Generally, salespeople should listen more than they speak. Let the woman ask questions, let her tell you her life story—this is how you'll understand her needs and help the couple reach a mutual decision.
Storytelling and Sales: Lifelong Customers
Marketing to women is no harder than marketing to men, but this type of sales is more enduring, and the rewards are well worth the extra effort. Do you know why? Because in the long run, every potential female customer can bring you a string of new business. To reiterate, a satisfied female customer will introduce new customers to you at an astonishing speed.