Financial Services Journal

How to Provide Unforgettable Service to Men and Women
by Eileen O. Brownell

I was recently in a store selecting paints to redo the interior of my home. Prior to my arriving at the store, I had selected the colors for each room and had a list of the measurements as well, so the proper amounts of paint would be purchased. I stood patiently by the counter, waiting my turn. The one male clerk proceeded to help two men who had arrived after me. As they traded personal anecdotes during the sales process, it was obvious the clerk knew them. Needless to say, I was fuming by the time he got to me. His opening statement ("what can I do for you hon?") almost sent me into orbit. When I tactfully expressed my frustration and anger regarding his level of service, he laughed it off, thus insulting me even more.

My experience was an unfortunate one. It was however, one that occurs on a daily basis throughout America. As customers, men and women are treated differently. In a recent Shell Oil Company publication, men and women were polled to establish to determine whether women received equal treatment as customers. A significant percentage of men and women believe that females receive worse treatment from car dealers and investment advisors.

Just how should we approach men and women as customers? The most fitting approach can be established by understanding the differences between men and women and how each addresses the buying, problem solving and communicating process in a totally different manner. Let's examine some of the different methods you could incorporate equally assisting customers of both sexes.

Thought Process

For men, logic creates trust. Men segregate a problem or decision into individual parts to arrive at a solution. They also operate sequentially (a, b, c, d). Therefore, you want to present information in a logical order allowing them to understand each point before moving on to the next.

Because women use both sides of their brain simultaneously, they see the problem or decision in its entirety. They operate a-sequentially and skip information or steps they believe are not necessary (a, d, e, b, f). Address questions in the order they are presented and allow her to draw her own conclusions.

Problem Solving

Men solve problems by imposing limitations or by force. Rules and regulations are created to help solve problems. They prefer to have manuals, guidelines, and directions that provide clear steps for each situation. If they are making a major purchase, expect them to request brochures that will help them make their decision.

Women solve problems without limitations. They are able to focus on more than one concept or idea at a time. Rules and regulations are no match for women. They will always look for a creative way to resolve a problem or do something that has never been done before.

Time

Men want to control time. There is a beginning, middle and end to every experience and time span. For the most part they allot a specific amount of time to complete a task. When the task takes longer than anticipated (such as a shopping trip), expect frustrations to arise. Remember to be direct and to the point staying within their time frame to eliminate potential problems.

To women, time is flexible. Women seldom take time seriously and believe time flexible. She may have completed a given task a thousand times (grocery shopping), but each time is new experience, a discovery process and is not to be limited by time restraints.

The Shopping Experience

To men, shopping is a chore or task. They will typically go to a specific store with a few items to purchase. Men will go directly to the desired object, make their selection and be done. Remember; they have established a time frame for all tasks and when shopping for an item takes longer than the allotted time, frustration and anger are usually the end result.

Discovery is the key word for women on each and every shopping trip. Women love to explore departments, stores, and malls. It energizes them and each shopping trip is like a journey into uncharted waters with all the new items available. Simply presenting or displaying items in a new way will help a woman stop and rediscover an item once again.

Communications

When communicating, men will first ponder or think about a situation, then store the information before they finally express their thoughts. Men also do not typically communicate unless they need help or a resolution to a situation. Therefore, if a man requests information or suggestions from a sales clerk, he wants assistance so the process can be concluded.
Women communicate to express themselves. If a challenge arises, they look within to establish if they are the cause of the problem. When communicating, they will discuss issues that are closer to them mentally and emotionally. Approach your female customers with a positive attitude and confirmation that they have indeed made the right decision or selection unless there is a more appropriate product.

Wants Vs."Can Haves"

For men, want and can have are tied together. It is within their nature to know when, how, where and why. This allows them to determine or control the selection during the buying process. Once they have established the want for something, they begin the process of establishing how they can have it.
Women believe want and can have are entirely two different issues. They may see and express their like for an item, but they do not necessarily want the product. For a woman, buying is a discovery process and is half the fun. During a shopping experience, she may see a new cellular phone that would make calling easier and indicate she likes it. That does not mean however, that she is willing to lay down the money needed to purchase the item.

Change

Change can be difficult for men unless they have made the determination that it is what they want. Usually it is easier to put up with something rather than risk change. "If it's not broke, don't fix it." A man wants to be in control, and the requirement to change habits may be perceived as a temporary loss of control.
Change is comfortable for women. It is part of their discovery process. They enjoy learning how to use new products, especially when it will make their life less complicated or easier. You many find it helpful to appeal to their desire to discover during the change process when introducing new products or concepts.

All customers expect and want equal treatment and respect regardless of their sex. The belief women are the fairer sex and not capable of making financial or difficult decisions that affect their life is disappearing. Although elderly women from the Veteran generation (born prior to World War II) may acquiesce to their husbands decisions and choices, more recent generations of both men and women feel, for the most part, that the sexes should be treated equally. This includes how you treat them as customers. An understanding of the differences between the sexes will help you respond to and present viable information that will help both men and women make logical decisions regarding the products they invest in or buy.

Eileen O. Brownell is President of Training Solutions, a Chico, CA based firm. For over 25 years, Eileen continues to be noted as the 'high-energy' speaker and trainer who captivates her audiences and makes learning a lasting experience. Her expertise is in the areas of customer service, conflict resolution, communication, and team development. Eileen specializes in working with organizations that want repeat and referral business, and with people who want to exceed customers expectations. She is the author of The 12 Secrets of Unforgettable Customer Care. Call Eileen at 888-324-6100 (e-mail Trainstars@aol.com) for more information on her speaking/training services and learning tools ( www.eileenbrownell.com).