WEBVTT NOTE This file was generated by Descript 00:00:06.380 --> 00:00:09.880 Several years ago, when spontaneous combustion at gas stations was 00:00:09.880 --> 00:00:12.800 on the rise, researchers found that women experienced this 00:00:12.810 --> 00:00:14.580 problem more often than men. 00:00:14.959 --> 00:00:15.509 Why? 00:00:16.069 --> 00:00:20.020 Well, men tended to stand still at the pump while filling the tank. 00:00:20.319 --> 00:00:24.250 Women, on the other hand, put the nozzle in, then moved about cleaning 00:00:24.250 --> 00:00:28.070 the car, throwing away the trash, organizing the papers, and so on. 00:00:28.430 --> 00:00:31.890 This created static electricity that sparked when they came back to the pump. 00:00:32.310 --> 00:00:32.770 Poof. 00:00:33.059 --> 00:00:33.569 Combustion. 00:00:34.160 --> 00:00:37.570 So what does this have to do with gaining an edge in business to business selling? 00:00:38.010 --> 00:00:41.580 Deloitte's Women's Initiative, an innovation engine for us, took up 00:00:41.580 --> 00:00:43.780 this topic of women as B2B buyers. 00:00:44.130 --> 00:00:46.560 What we found was both simple and startling. 00:00:47.029 --> 00:00:50.929 Understanding and responding to behaviors can drive marketplace growth. 00:00:51.490 --> 00:00:52.810 Now, let me be clear. 00:00:52.810 --> 00:00:56.320 When we talk about gender based styles, we're talking about 00:00:56.320 --> 00:00:58.050 tendencies, not absolutes. 00:00:58.390 --> 00:01:00.440 Every individual falls somewhere on a spectrum. 00:01:00.440 --> 00:01:03.495 And The more you know about the individual, the less 00:01:03.495 --> 00:01:04.995 the generalization applies. 00:01:05.625 --> 00:01:07.455 Don't assume, but do consider. 00:01:07.905 --> 00:01:09.695 Let's break it into three components. 00:01:10.235 --> 00:01:13.824 First, strike the right balance between faces and features. 00:01:14.235 --> 00:01:18.484 For women, people are the most important and interesting element of a situation. 00:01:19.074 --> 00:01:22.565 Men, on the other hand, think people are interesting, but things in 00:01:22.565 --> 00:01:24.494 theorems are often even more so. 00:01:25.134 --> 00:01:28.505 That's why at parties it's common to see men comparing smartphones and 00:01:28.505 --> 00:01:32.105 gadgets, while women tend to talk more about the people in their lives. 00:01:32.624 --> 00:01:36.414 So when selling to a man, emphasize the wide array of features you offer. 00:01:36.804 --> 00:01:40.284 And when selling to a woman, you may want to emphasize how your team 00:01:40.304 --> 00:01:41.815 will deliver a custom solution. 00:01:42.434 --> 00:01:46.950 Second, deliberate on who to bring to the table. 00:01:46.950 --> 00:01:51.065 For men, a high position or rank within an organization generally equates 00:01:51.065 --> 00:01:53.704 to power, women to responsibility. 00:01:54.225 --> 00:01:58.244 So in selling to a man, you might bring the head honcho to your sales pitch as a 00:01:58.244 --> 00:02:00.315 show of respect and deference for rank. 00:02:00.755 --> 00:02:05.134 For women, don't bring the honcho just for ceremonial purposes. 00:02:05.364 --> 00:02:09.104 Instead, consider bringing in the people who will be working on the 00:02:09.104 --> 00:02:14.125 project, so she can assess how well they will or will not gel with her team. 00:02:14.825 --> 00:02:17.725 Third, decode her deciding factors. 00:02:18.454 --> 00:02:22.274 The stereotype says that men are quick to decide and women aren't. 00:02:22.675 --> 00:02:25.285 Well, it's a lot more complicated than that. 00:02:25.775 --> 00:02:30.665 In actuality, men tend to prioritize key parameters, while women tend to 00:02:30.665 --> 00:02:33.005 maximize to find the optimal solution. 00:02:33.625 --> 00:02:36.655 Observing any trip to the local shopping mall will prove this out. 00:02:37.255 --> 00:02:42.174 So, with a male buyer, find out before the meeting what matters most among his 00:02:42.174 --> 00:02:46.385 priorities, what he's looking for in a solution, and what the deal breakers are. 00:02:46.875 --> 00:02:48.265 With the woman, prepare. 00:02:48.644 --> 00:02:52.285 But don't mentally lock yourself into a single solution. 00:02:52.845 --> 00:02:55.325 Gender tendencies are never absolutes. 00:02:55.885 --> 00:02:58.935 But consider them as you would different cultural customs. 00:02:59.315 --> 00:03:03.204 Making relatively small adjustments in your thinking can be a big 00:03:03.204 --> 00:03:06.444 differentiator in creating lasting customer relationships. 00:03:07.004 --> 00:03:08.905 And you may just walk away with the sale.