He Said, She Said

Your company has just rolled out a new product, and you've developed the perfect sales pitch for it. But does it make a difference if you're selling to the opposite sex? Should you change your sales tactic?

If you answered no to either of these questions, guess again. According to Dr. Lillian Glass, author of He Says, She Says: Closing the Communication Gap Between the Sexes (The Putnam Berkeley Group), there are certain steadfast rules every salesperson should follow when pitching to the opposite sex.

If men really want to sell to women, insists Glass, they have to stop interrupting! Her advice to women? Stop talking so fast, and lower the pitch of your voice.

But more than just tone of voice or waiting your turn, men and women react differently to what's said--or, more accurately, to how it's said. When pitching to women, men should use more adjectives and description, advises Glass. When it's the woman prospect's turn to talk, men should occasionally acknowledge what's being said with a nod or a smile. And when discussing a plan of action, it's a good idea if men phrase questions with "Would you mind if . . ." ? That way, a dialogue rather than a monologue is createda key factor in selling effectively to women.

When women are selling to men, they need to steer clear of emotional phrases such as I feel/I wish/I hope . . . Women should also try to get down to business quickly and use animated gestures, just as most men do. This increases their presence and authority.

What it all comes down to, says Glass, is the ability to switch gears and remain flexible. Closing the gender gap certainly isn't easy, but it can be done.

--H.P.