Men and women are different. The plumbing is different; the wiring is different. Not better or worse, just different. To say this in the post-feminist corporate arena has been political suicide. But the science has confirmed that men and women use different parts of their brains and thus behave differently in a host of situations, including the way we shop, buy and consume products and services.
As a sales, advertising or marketing professional understanding these differences is the key to your success. As a child, you were taught The Golden Rule: treat others as you would like to be treated. But as you grew up, it became evident (often on the school playground) that half of the others-those of the opposite sex-don't respond well to being treated the way that you want to be treated. If you still are treating the other half of your customers the way you want to be treated you are likely missing half (or more) of your market and leaving half (or more) of your sales on the table.
To increase sales, you must understand what uniquely drives your customers, male and female, and maximize your options for communicating with them. Whether you sell tangible products like cars and homes or intangible products like financial services or business solutions, read on. Understanding the inherent perceptions, motivations and emotions specific to the X and the Y chromosomes is the most powerful way to increase revenue.
Endorsements
"Wow Great book I've always said you had to be a chameleon to be a great seller; you have to work with all kinds of people. "The X and Y of Buy" takes that belief even one step further. I wish it had been written when my career first began; I certainly would have made more sales." -- Michael Oppenheimer, Market Manager, Clear Channel Radio-Memphis
"Reading Elizabeth Pace's "The X & Y of Buy" is like having the 'answers to the test'..."knowing" the key in communicating to women vs. men makes it simple to be successful This is a great tool, with great insight, and it is hilarious I love to laugh and learn, and with this book you do both. It is definitely a 'must read' for my Leadership Team " -- Cordia Harrington, CEO & the "Bun Lady," Tennessee Bun Company