Chapter One: Customizing for Consumer Gender
Consumers in the United States are more demanding, knowledgeable, worldly, and difficult to please than ever. People of all ages, of both genders, of different races, ethnicity, and religions, in non-traditional occupations and roles are buying products and services they have never bought before. There are hundreds of emerging trends among and between customers that will challenge the sales professional of the future as never before.
The tendency of men and women to change, merge, and separate as consumers is the number one trend, ripe for the attention of smart sales professionals....
Introduction: It's Time to Raise the Bar for Sales Skills
Selling is an art. Done well, it may be one of the most complex and satisfying forms of mutual influence that takes place in the world of business. Done poorly, it can be a manipulative, gamey, dispiriting contest between apparent adversaries. In the late twentieth century, sales books and training have emphasized building relationships, solving problems, and consultation as desired approaches. This more educational mode advances the professionalism of sales and caters to the increasing demands of consumers for service, information, and courtesy.
The sales professionals of...