Master Class - What Women (Consumers) Want
Not so, says CEA's research. Although 41 percent of women think that manufacturers do an excellent or good job of providing them the information they need to make a purchase, only 25 percent say the same about retailers. Less than half trust the salesperson to recommend a product that will best fit their needs, and this trust level drops to one-third if they know the salesperson is working on commission.
Both my own experience and the study suggest that it is not so much a salesperson's ability to adapt to individual styles or needs of women customers that limits his/her success, but profound ignorance about the basic lack of trust women (and some men) feel when in a purchase situation that prohibits the salesperson's efforts.
Unfamiliar with both the technology and the terminology to talk about it, and unsure of their ability to make a good buying decision, many such shoppers are on red-alert when they walk into a consumer electronics store. This lack of confidence, which most customers don't wish to reveal in a sales situation for fear they will appear vulnerable, may result in the customer saying things that do not reflect what they are really thinking or feeling. To the salesperson who reads the situation only by face value, the likelihood of responding inappropriately is very good, and can readily lead to a lost sale.