This issue contains methods for selling to the opposite gender, part one of a two part legal series on E-Evidence and some useful statistics for anyone planning to start interactive email campaigns.
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That Mars & Venus difference exists beyond personal relationships. It's very much a part of the way men and women sell to the opposite sex.
The temptation to generalize about each gender's characteristics is too great to deny, and so is the reality. Use the following techniques then, as a guide. As you refine them for use in your day-to-day business dealings, expect to see improved results when selling to inhabitants of that other planet.
Strategies For Women Selling To Men
Be direct, specific, and get to the point. Men use language to maintain status, preserve their independence and to persuade others. With that in mind, grab his attention early with brief powerful statements. Let him know up front where you are going with the conversation. Saying something like, "I have 3 points to make" or, "Here are 4 reasons to try our product," will better prepare him to listen to you. Use facts, numbers and examples to strengthen your presentation.
Establish credibility early on. Project confidence by developing a complete and intimate knowledge of your product or service and how it will benefit his company. A strong voice, persuasive words, solid eye contact, professional dress and dynamic body language will add to your aura of credibility.
In conversations use their terminology, include humor and, "lighten up."
Score points by using a sports story to illustrate a part of your presentation or, if you are really into it, spend a few minutes discussing the latest games, scores etc. But don't try to be one of the boys - they won't like it. They will however, like it when you don't take yourself too seriously. Cut back on that emotional intensity.
Strategies For Men Selling To Women
Invest time in building rapport. Attempting to close a sale too quickly will come off as pushy - they won't like that. Women use language to create connection, express feelings, and to assert themselves. Since she is the customer, allow her to set the pace. Resist the urge to interrupt her. Focus more on the relationship and less on the product or service. Ask more, tell less. She'll ask for advice or help when she's ready. Selling to women is a process, not an event.
Avoid words, phrases and actions that can be taken as condescending. Respect her abilities - take her seriously. Remember, her radar will be up and looking for signals from you that indicates active listening. Use eye contact, take notes and project a sincere interest in her value as a customer.
Three points on non-verbal communication:
--Shake a woman's hand as you would a man's, just use lighter pressure.
--A woman nodding during conversation usually means she understands what you are saying, not necessarily that she agrees with it.
--Develop an awareness of a woman's non-verbal cues by watching facial expressions, gestures and body language.
Within the past 12 months, 90 percent of companies reporting to the Computer Security Institute of San Francisco stated they detected security breaches, 80 percent of which reported financial losses. However, only 34 percent reported the intrusions to law enforcement officials. Companies reported that they resolved the problem through business channels, as opposed to reporting the breach to law enforcement authorities, because of concerns over negative publicity, the effect on stock prices, and the risk of revealing confidential information.
E-Evidence Checklist
How well can your company answer the following questions? The answers could reveal the degree to which it can protect itself from liability and potentially embarrassing situations.
• Do you have a well-defined electronic document preservation and retention, destruction, distribution, storage and recycling policy?
• Have you created a well-defined records policy unique to the Company that protects confidential records and information?
• Have you informed employees about acceptable uses of the company's computer systems?
• Have you had an independent legal review of the company's Internet, computer, and information technology policies?
• Do you have an Electronic Discovery Response Plan (is it discoverable)?
• Have you audited the company's electronic documents, hardware, software, and control systems for legal, technical and strategic considerations?
• Have you prepared a draft preservation letter?
• Are you using slack elimination software?
• Are you using Metadata elimination software?
• Do you have a PDA use and misuse policy?
• Have you considered whether the company will discourage personal and individual files on the system in favor of a centralized document repository?
• Have you considered whether attorney/client privileged documents are mixed with documents that are not attorney/client privileged? And, whether attorney/client documents are labeled as such.
• Do you authenticate digital photographs by printing them, signing them, and dating them?
• Do you consider illegal encryption software as contraband on the company's computer system?
• Does your company implement and enforce its policies, monitor employees to maintain confidential and business information, and train employees about the importance of electronic information in this information age?
The next article will discuss preventing problems and how to collect, preserve and use electronic evidence.
Dorothy M. Bollinger is an Internet, computer and information technology attorney at the law firm of Fox Rothschild O'Brien and Frankel. She also teaches cyber law and policy at Temple University's Beasley School of Law. She can be reached at 215-661-9419 or dbollinger@frof.com
Email marketing increases sales: two thirds of US companies report increased sales in 2001 as a result of using email marketing. (April 2002, DM News quoted in Nua)
61% of e-Mail companies increased their e-Mail budgets in 2002 due to the cost effectiveness of e-Mail marketing. (Clickz.com)
Around 65 percent of marketers say they plan to increase their use of email newsletters. Almost two-thirds of B2B marketers and more than one-half of B2C marketers also claim that they plan to increase their use of email newsletter sponsorship. (Aug 2002, Intermarket Group)
63% of respondents say that e-Mail marketing is the most effective customer retention tool. (Direct Marketing Association)
Spending on email marketing: Forrester forecasts that spending on email marketing will grow from $1.3 billion in 2001 to $6.8 billion in 2006. Jupiter Media Metrix is more optimistic, forecasting growth from $1 billion in 2001 to $9.4 billion in 2006. (May 2002, ZDNet)
John Libonati is a partner at Ascension Design, a full service graphic design firm near Philadelphia. He can be reached at John@ascensiondesign.net or 215-591-1010.
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