Your Sales Prospects

  In addition to having a dramatic impact on the profession of selling, women are a significant factor in the
consumer are. Some experts believe that women control (directly and indirectly) the single largest amount of "dollar buying power" of any group in the history of the world. For years, women bought more books and clothes than men have. The clothes were bought not only for themselves but also for their children and, in many
cases, their husbands. And women generally have more say-so in the purchase of homes and the thousands of consumables in those homes than do the men. For that reason, women deserve more of the attention than they are getting.
  Unfortunately, in many ways, the female consumer has been abused. Far too many men are treating women with disrespect when it comes to purchases that involve significant dollar amounts or technical knowledge. Jokes abound, ridicule exists, disdain is shown, and 1,001 subtle put downs take place. And lest you think these remarks are just for men, think again! Many women report that female sales representatives treat them more rudely and with less respect than the men do.
  One particular area where women have been abused is the automotive industry. To be candid, many have taken advantage of. This is especially true to young single women, older women who are widows or divorcees, and women of a minority race. The old saying that "somebody saw them coming" apples in too many cases.
  But this situation is changing-and changing rapidly. The increasing number of single and working women has made becoming more knowledgeable necessity. The areas chauvinistic thinking labeled as "for men only" (mechanics, finance, law enforcement, electronics, and construction are examples) are being studied and mastered by women. Women are excelling in all industries. In this computer age, women clearly understand that having the proper information is vitally necessary to survive and move forward. The bottom line is that in today's world any women who is taken advantage of or abused in a transaction will be highly unlikely to do business with the incompetent and unprofessional salesperson again.
  Prediction: Incompetent, unprofessional salespeople are on their way out since they never should have been in sales in the first place. Second prediction: The successful sales professional will recognize and utilize this incredible market by working to meet the needs of this portion of the marketplace, which just happens to be the fastest-growing segment of the market by fat.
  The same qualities that women sales representatives are using to become successful in sales are the qualities that make them excellent prospects for goods and services: trust, listening skills, dependability, integrity, growing confidence, and ego security-just ethical, professional sales representatives would hope to find in all buyers. By treating women with this respect they deserve, we are better serving all people.