Selling is a communication process. Communication means the transmission of ideas or information. With women, the communication process becomes a bit more complex than just making your pitch or gathering information. It’s apparent through my many years of training salespeople that selling to women is harder than selling to men. Women take longer, need more input, expect more attentive service, require more follow-up, and more. I’ve heard the same story over and over: Women are far tougher customers to do business with, and they demand more service than men.

So why bother? By now you already know the drill. For one thing, anyone who succeeds in selling and servicing women customers will tell you that the extra effort will pay you back in multiples. You could say that 1 + 1 = 3. That means, sell well to one woman and she will reward you with her business, her loyalty (more business) and probably a large number of referrals to other women (and the beat goes on).

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