A man wants to be in control, and the requirement to change habits may be perceived as a temporary loss of control. Change is comfortable for women. It is part of their discovery process. They enjoy learning how to use new products, especially when it will make their life less complicated or easier. You many find it helpful to appeal to their desire to discover during the change process when introducing new products or concepts.
All customers expect and want equal treatment and respect regardless of their sex.
The belief women are the fairer sex and not capable of making financial or difficult decisions that affect their life is disappearing. This includes how you treat them as customers. An understanding of the differences between the sexes will help you respond to and present viable information that will help both men and women make logical decisions regarding the products they invest in or buy. All Rights Reserved. Eileen O. Brownell is President of Training Solutions, a Chico, CA based firm.