Some readers point out that generalisation is not appropriate, but most say that some attributes make women better suited for sales roles. Some edited responses:
Realistic Promises
Customers buy a product or service to satisfy their needs, which may vary from basic to luxury to fashionable or egoistic. They are willing to buy when the sales presentation is practical and matches their expectations. Women are concerned about getting value for money and do not believe exaggerated claims. When they become salespersons, they adopt a realistic approach and build trust with customers first.
— V.A.S. Ragavan, Former Healthcare Marketer, Chennai
Earning Trust
‘God Is a Salesman' by marketing guru Mark Sevens deals with sales invariably being a quality of the salesperson rather than the product itself.
The thrust of sales is in treating the customer as family, making guarantees, story-telling and earning loyalty. Salespersons also need to be good listeners and articulate speakers.
In selling an intangible product such as insurance that relies heavily on a future promise and/or security of the family, I believe the women agent would beat any.
— V. Rajaraman, Iffco Tokio
Balanced Approach
Some attributes essential for sales are inherent in women:
Empathy: Putting yourself in the client's shoes is the primary ability of salespersons. It enables them to offer customised solutions based on client needs.
Relationships: Women have an innate inclination for forming long-lasting relationships, both personal and professional. Hence, clients see women as more accessible and reliable in after-sales support.
Multi-tasking: Research shows that women have more balanced brains that help them in multi-tasking. During the sales call, women tend to observe and get better cues about the prospect's expectations and wants; sometimes even more than what the prospect expressed.
— Deepa Unnithan Ratish, Bhavan's Royal Institute of Management, Cochin
Comments
Comments have to be in English, and in full sentences. They cannot be abusive or personal. Please abide by our community guidelines for posting your comments.
We have migrated to a new commenting platform. If you are already a registered user of TheHindu Businessline and logged in, you may continue to engage with our articles. If you do not have an account please register and login to post comments. Users can access their older comments by logging into their accounts on Vuukle.