Women In Automotive 2017 - Jeffery Tobias Halter (Personal Development)

Jeffery Tobias Halter

President, YWomen

www.YWomen.biz

Twitter: @ywomen© YWomen.biz May not be reproduced or

redistributed without permission

SELLING TO

MEN

SELLING TO

WOMEN

The Significant Impact Of

Gender Communication

In The Selling Process

#WomenInAuto17@ywomen

A Salesman’s Journey…

© YWomen.biz May not be reproduced or redistributed without permission


1 = Never or almost never true 4 = Occasionally true

2 = Usually not true 5 = Often true

3 = Sometimes but infrequently true 6 = Usually true

7 = Always or almost always true

Answer the questions as to how the term describes you best according to the following scale:

Adaptable Affectionate Aggressive

Conceited Compassionate Assertive

Conventional Comforting Defensive

Conscientious Gentle Direct

Jealous Loves Children Dominant

Moody Sensitive Forceful

Reliable Sympathetic Leader

Secretive Tender Independent

Tactful Understanding Risk-Taker

Truthful Warm Stands Firm



1 = Never or almost never true 4 = Occasionally true

2 = Usually not true 5 = Often true

3 = Sometimes but infrequently true 6 = Usually true

7 = Always or almost always true

Answer the questions as to how the term describes you best according to the following scale:

Adaptable Affectionate Aggressive

Conceited Compassionate Assertive

Conventional Comforting Defensive

Conscientious Gentle Direct

Jealous Loves Children Dominant

Moody Sensitive Forceful

Reliable Sympathetic Leader

Secretive Tender Independent

Tactful Understanding Risk-Taker

Truthful Warm Stands Firm

Total A________ B _________

Score*

15 35

Subtract B - A = ____________* May be a positive or negative number

-20



Gender Traits Test Scoring

Gender Traits Scores

Masculine – 20 and Under

Nearly Masculine – 19 to – 10

Androgynous – 9 to + 9

Nearly Feminine + 9 to + 19

Feminine +20 and Over

Sandra Bem,

‘The Measurement of Psychological Androgyny’, 1975



Context for Session

•Stereotype - a generalization, often offensive, that

is used to describe or distinguish a group

―Girls are weak, boys are violent

•Norm - a standard, regarded as typical

―Before the 1960s, girls had long hair and boys

had short hair

•Normative Data

―Based on data but not 100% correct all the

time



GENDER

DIFFERENCES

IN THE SALES

PROCESS



Leadership and the Sexes: Using Gender Science to Create Success in Business,

Barbara Annis and Michael Gurian

Female Brain

at Rest

Male Brain

at Rest

Male and Female Brains are Different



Male Brain

• Connectivity front to back

and within one hemisphere

• Focus/Action

Female Brain

• Connectivity across the left

and right hemispheres

• Analytical/Intuitive


Dec 2013 University of Pennsylvania - Proceedings of the National

Academy of Sciences



Male Brain

• More brain cells

• Greater focus is on a few

best solutions

• Facts/Data

Female Brain

• More connective tissue

• Focus is on multiple

solutions

• Facts/Intuition



Academy of Sciences



Data Input

Women not only

have a greater

variety of cones in

the retina (see wider

color spectrum),

they also have wider

peripheral vision

than men

http://www.sharecare.com/health/eye-vision-health/vision-different-for-men-women



Women really do have intuition,

sort of...

Women have a more acute sense of smell and

hearing

Women’s intuition is nothing more than the fact

that they are taking in and processing more points

of data, and making conclusions based on them



Male Brain

• Language is most often just in

the left brain hemisphere

Female Brain

• Women are able to use both

sides for language

• Communicate more

information than men, speak in

more complex patterns, use

longer words



Academy of Sciences



Communicate Very Differently

• 6,000 to

8,000 words

a day

• 2,000 to

3,000 vocal

sounds

• 8,000 to

10,000

gestures and

body signals

• 2,000 to

4,000 words

a day

• 1,000 to

2,000 vocal

sounds

• 2,000 to

3,000

gestures and

body signals

Selling to Men, Selling to Women



Team Effectiveness

Non-Verbal Differences

•Men view extended eye to eye contact as

aggression, women view it as trust

•Men talk side to side, women talk face to face

•A women nods her head to demonstrate

acknowledgement/receipt of information,

men process this as agreement




Gender Traits Test Scoring


Masculine – 20 and Under

Nearly Masculine – 19 to – 10

Androgynous – 9 to + 9

Nearly Feminine + 9 to + 19

Feminine +20 and Over




Transactional or Relational


Ultra Transactional – 20 and Under

Transactional – 19 to – 10

Adaptive – 9 to + 9

Relational + 9 to + 19

Ultra Relational +20 and Over




As a starting place...

Men are Transactional,

Women are Relational

80% of the Time


Implications



Women in the US Buy

• 65% of all new cars

• 45% of all light trucks

and SUVs

Implications to Your Business

Women in the US

Influence over 80% of all

car purchases

Yet...

75% of women feel misunderstood by car

marketers

95% of the country’s 20,000 auto dealers are

owned and operated by men

Only 38% of women feel confident in the car buying

arena

She-economy Guide 2015 by Stephanie Holland



TRANSACTIONALLEFT BRAIN FUNCTIONS

logic • detail

facts • order

acknowledges

practical • data

Implications to Communications

Feeling • "big picture"

imagination • appreciation

creativity • options

possibilities

RELATIONALRIGHT BRAIN FUNCTIONS




SALES

PROFESSIONALS

MUST EVOLVE!


It is not the strongest of the species that survive, or

the most intelligent, but the most responsive to change.

- Charles Darwin


The Evolved Selling Model

Deliver

Customer

Satisfaction

Discuss

Issues

Create

Value with

Your

Solution

Plan for

Success

Establish the

Relationship

Identify

Customer ‘s

Needs




Deliver

Customer

Satisfaction

Discuss

Issues

Create

Value with

Your

Solution

Plan for

Success

Establish the

Relationship

Identify

Customer ‘s

Needs

Have you considered

the gender of the buyer

and that gender issues

may be present?

For Men selling

Women, how will you

begin to establish a

relationship?

For Women selling to

Men, how will you plan

to go right into your

product/programs

functional benefits?




Deliver

Customer

Satisfaction

Discuss

Issues

Create

Value with

Your

Solution

Plan for

Success

Establish the

Relationship

Identify

Customer ‘s

Needs

This is a dialogue, how

do you anticipate

gender issues being

involved in establishing

a relationship?

For Men selling to

Women, be prepared to

spend more time here,

manage non-verbals.


Men, how can you cut

your communication by

2/3’s and be successful.




Deliver

Customer

Satisfaction

Discuss

Issues

Create

Value with

Your

Solution

Plan for

Success

Establish the

Relationship

Identify

Customer ‘s

Needs

This is a questioning

process; think left brain,

whole brain

For Men selling to


spend more time here.


Men, be focused.



The Perfect Answer

Jill and Jack buy

slacks in

black…

Source: Martha Barletta, Marketing to Women



Source: Martha Barletta, Marketing to Women




Deliver

Customer

Satisfaction

Discuss

Issues

Create

Value with

Your

Solution

Plan for

Success

Establish the

Relationship

Identify

Customer ‘s

Needs

This is a questioning

process; think left brain,

whole brain

For Men selling to


spend more time here.

(Tell me more about

your ideal solution?)


Men, be focused (What

does your ideal solution

look like?)




Deliver

Customer

Satisfaction

Discuss

Issues

Create

Value with

Your

Solution

Plan for

Success

Establish the

Relationship

Identify

Customer ‘s

Needs

This is a dialogue process;

think left brain, whole brain

For Men selling to Women,

price is one factor, product,

benefits and functionality

are critical (i.e.. open to

multiple solutions).

For Women selling to Men,

price, product, facts as

function, solves a problem,

simply fulfills a need.




Deliver

Customer

Satisfaction

Discuss

Issues

Create

Value with

Your

Solution

Plan for

Success

Establish the

Relationship

Identify

Customer ‘s

Needs


This is a dialogue process;

think left brain, whole brain

For Men selling to Women,

no means no!

For Women selling to Men,

no means bring me another

solution.



Deliver

Customer

Satisfaction

Discuss

Issues

Create

Value with

Your

Solution

Plan for

Success

Establish the

Relationship

Identify

Customer ‘s

Needs


This is the key to future

sales

For Men selling to

Women, follow-up is

critical to referrals and

new business

(2.6 vs. 21)


Men, follow-up is critical

to keep the business



Deliver

Customer

Satisfaction

Discuss

Issues

Create

Value with

Your

Solution

Plan for

Success

Establish the

Relationship

Identify

Customer ‘s

Needs



Summary

•Gender differences are real, yet our

organizations are unprepared to deal with

them

•Women influence over 80% of car

purchases yet only 38% feel confident in

the car buying arena

•Our sales forces must EVOLVE!


Jeffery Tobias Halter

President, YWomen

www.YWomen.biz

[email protected]

Twitter: @ywomen

Questions

SELLING TO

MEN

SELLING TO

WOMENThe Significant Impact Of Gender

Communication In The Selling Process

Women In Automotive 2017 - Jeffery Tobias Halter (Personal Development)

Automotive

Transcript of Women In Automotive 2017 - Jeffery Tobias Halter (Personal Development)