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| This
Week's Expert Sales Advice |
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Does
the Opposite Sex
Drive You Crazy?
by Will Turner |
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Whether you believe that women are from Venus and men are
from Mars (or someplace else in the solar system), there's
no doubt that gender differences have a real impact on interpersonal
communications. Men and women exhibit different conversational
styles; both styles are equally valid. In the selling world,
salespeople need to understand and adapt to these differences,
in order to communicate more effectively.
According to Deborah Tannen, author of Talking From 9
to 5: How Women's and Men's Conversational Styles Affect
Who Gets Heard, men use communication to maintain independence,
while women use communication to maintain intimacy. Men
often speak to establish status or hierarchy within a group,
while women speak to connect, express feelings, and build
rapport. Tannen labels these styles as "report-talk"
for men and "rapport-talk" for women.
What does this mean in a sales relationship? Simply put,
if you are dealing with someone of the opposite sex, you
may have different communication styles. To be more effective,
adapt your conversational style, or become more open to
the style of the other person, making sure that your style
fits the setting. As always, listen carefully and clarify.
Never assume that you understand, or are understood, without
appropriate probing.
Adjusting your approach
If you're a female salesperson calling on a male prospect,
focus your talk on goal-oriented activities, tangible accomplishments,
or problem solving. Observe and listen rather than . . .
(continued)
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