product knowledge will also contribute to this. Think back to my
example in Chapter Four when I was looking for a new garment
bag and the sales clerk did not know which products were
durable. The more complicated your industry (or male-dominated
it is), the more important product knowledge becomes. Invest the
time learning everything about your products.

Use humour to break any tension and to establish credibili-

ty. Be careful not to use self-deprecating humour because it will
actually reduce your credibility from a man’s perspective.

Focus on the logical elements of the item. Again, product

knowledge is important because it will help you show yourself
as an expert. Avoid becoming emotional during the sales
process. The more emotional you become, the more likely your
male customer will become rational.

If you do not have the answer to a question, admit it. But do

not apologize profusely. You need to be direct and say, “I don’t
know. I will find out.” This is much more effective than “I’m not
sure. I could probably ask someone, but I’m not sure who the best
person would be. Um, maybe we could look for the answer in this
manual.” Get to the point quickly. Men want to get to the bottom
line fast. If you take too long to get there, they will tune you out.

Do not be afraid to ask for the sale. Men expect you to ask

and a direct approach will not surprise or offend them. Practise
asking questions such as; “Would you like to go ahead with
this?” or “Why don’t I get started on the paperwork?” or “Which
of these do you prefer?” You may find these questions very
uncomfortable at first. I guarantee that you will notice a differ-
ence in your sales—immediately!

Lastly, here is a final note about behaviour. Avoid making

assumptions! Just because a woman is hesitant-sounding or
apologetic, it does not mean she will be easy to close. You must
invest the time establishing trust, uncovering her needs, and
demonstrating why she should buy from you. And, although
initially daunting, a direct and blunt male customer may buy
immediately if given the right reasons.

c h a p t e r e i g h t

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