I was reading an article about what men love about women, and came across an interesting point.
The article is written from a man's point of view by author Aaron Traister. He shares this story about how women solve problems, vs. how men solve problems.
We love how you solve problems.
The rabbi describes the way his wife tackles obstacles as full of drama: She rages, she cries, she internalizes everything. Her system of problem-solving takes a long time and involves making everything personal and leading with her emotions in a quest to see how she would feel about each possible solution. It is apparently a very stressful process. In contrast, the rabbi's problem-solving method is to just try to find the fastest fix. When I asked him why he preferred his wife's method, he said it was because "her decisions always end up being the right ones, whereas mine always end up being the quick ones."
Interesting point of view. While I don't agree completely with his word choices, there is a note of truth to what he says. It has to do with the brain differences between men and women and how it affects how each of us makes decisions, including buying decisions.
Brain differences between men and women
Science has proved that men and women have different brains. This article talks about the differences:
In 2001, researchers from Harvard found that certain parts of the brain were differently sized in males and females, which may help balance out the overall size difference. The study found that parts of the frontal lobe, responsible for problem-solving and decision-making, and the limbic cortex, responsible for regulating emotions, were larger in women.
Hmmm.....so let's look at what our What Men Love About Women rabbi story said:
Her system of problem-solving takes a long time and involves making everything personal and leading with her emotions in a quest to see how she would feel about each possible solution.
Women have larger areas of their frontal lobe, responsible for problem-solving and decision-making. They are indeed planning ahead, visualizing multiple solutions and using that female brain processing to put more time and effort into a decision or problem solving process. (aka, taking a long time)
We also see that the limbic cortex, responsible for regulating emotion, is larger in women. Women have more connections to the emotional centers of their brain. They tap into that emotional center when making decisions (aka, leading with their emotions).
What's interesting to me is, while the language used to describe a woman's problem solving process is often negative, the end conclusion is, "her decisions always end up being the right ones."
Be aware of a woman's buying process when you are selling to her
Understanding a woman's buying process is crucial when you are in a sales situation.
- Give her enough time - if a woman says "she needs to think about it," she is not saying no. Women complain that men move in too soon for the close. If she's not ready to buy, ask her "do you have any questions or concerns I haven't addressed?" to see if she is missing crucial information, then let her go do her processing and set up another appointment. She will appreciate this!
- Make an emotional connection- Ask her questions, find out everything you can about her situation, her concerns, the people her decision will affect. By asking questions and really listening to her answers, you are building trust - the most important emotion in a sale to a woman.
By understanding the differences between how men and women make buying decisions you can accommodate each gender's preferences - aka, sell more stuff.
What about your sales situations? Have you seen examples of differences in how men and women buy from you?