Extract of sample "Gender and Persuasion: Are men really more persuasive then women"
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2 Literature Review 2.1 Gender Differences and Sales Historically, sales has always been a very male dominated career and most people attribute the reason for this because of stereotypical notion that men adopt a more powerful and aggressive style of selling, where as women are more relational in their approach. The issue of gender impact on sales started getting increased attention during late 1990s. The study done by Comer et al, in 1998 was focused on how there were gender differences in the entire process of sales management. In 1999, the Gardiner and Tiggeman research looked at how sales styles and competencies differ based on gender. The research done by Piercy et al in 2001, it was revealed that female sales managers may achieve better sales performance because of the greater use of a behavior control strategy (Piercy et al., 2001). This issue has been looked at by many recent scholars also. In the current scenario, sales have seen a direction change from a transaction based model to a model that is more relationship focused (Kotler and Keller, 2009). The study done by Beetles and Crane in 2005, it was seen that women are much more interested in maintaining a long term sales relationship when compared to the men. However, in the recent times, there have been wide speculations about this topic as many researchers feel that gender equations depend upon the segment of sale rather than entire sales management process. 2.2 The Current Discourse of Gender and Sales One of the major differences in the process of sales is the approach and males and females take during the beginning of the sales process. Female salespersons are more likely to achieve their objectives by building a good relationship early on in the sales...
The research was conducted among the managers from diverse industrial sectors that are predominantly involved with sales. The research found that there exists a definite stereotyping and bias about the female employees and their persuasion skills. This bias is based on the perception of the difference in approaches that men and women take in persuading a sales target, making the sales pitch and closing the deal. Women tend to be soft spoken, less aggressive and relationship oriented while men are more aggressive and pushy. These attributes are stereotypically considered to be beneficial for sales, especially in sectors like alcohol distribution, pharmaceutical sales, stock brokering and hence, men are predominantly regarded as better at persuasion skills in these sectors. However, with the changing orientation of the sales - from simply selling one time to long-term relationship management with the customer – it is noted that the distinct qualities and attributes that female representatives bring to their work are also useful. It is also expected that with the increased use of communication technologies and new avenues of following up on sale, attributes like organization, sincerity, commitment, customer focus etc. become more prominent than being aggressive or forthcoming with the customer. The research concludes with the summarizing that difference in communication approaches are causes of stereotyping for women, but not necessarily imply that women are less persuasive than men in sales.
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