Monday, June 23, 2014

Same feature, different benefits: Captivating Gender Based, Smart Sales Professional

Challenge: Modern format retailers often struggle to maintain profitability & complaint about low conversion rate of walk-ins.

I have frequently observed this at Automobile showrooms, Telecom service selling outlets & large shopping mega malls, where is the challenge?
 
The challenge is lack of awareness about, psychology of why men buy & women shop?
  • Sales Woman-treating male buyer like a woman
  • Sales Man-treating woman buyer like a man
  • How do we address this gender smart selling challenge?
During our extensive training & coaching sessions since past decade, our associates have observed, same words are differently understood by men & women, example "How do you feel...during product trial" draws open ended friendly response by women (89% of sample), when used during women-women interaction. However when used by sales women-man interaction, almost all men (92%) walked away. however they purchased exactly same product at different shop (perhaps not so upmarket)

When men were probed about reason, the response was, during first interaction, sales woman was not sure about how product is suiting with man's personality, his decision, his choice. However at second shop the sales woman reaffirmed that product is perfectly complimenting their personality & used words like wow, that's amazing, it suits you well.

*Note/important: the sample size is for accessories section, women's/men's fragrance , jewelry/cufflinks 7 apparels"

More in next blog about high value purchase