The seller's mind with a gender perspective

One of the main Sustainable Development Goals of the UN, is based on gender equality and opportunities, they are focused on generating the same employment opportunities.

The insertion of women in the business environment is one of the substantial changes in the economy and in the leadership of many companies, this lies mainly in the presence of women, as one of the Sustainable Development objectives, specifically in the equality of the that speaks to us in Fifth objective.

Today there is still a great gender disparity, especially speaking on the subject of sales, since a few decades ago most of the people who were engaged in sales were men, today women have They have gained great ground in the workplace, not only in sales, they have also ventured into various areas in which they have excelled professionally, there is still a long way to go, but nothing that the entrepreneurial woman cannot overcome.

Sustainable Development Goals

In this research work we will address the advantages that women have over men for sales, especially with new sales methods and strategies, taking into account the studies that recently analyzed neuroscience for sales, helping to establish new methods of sales. effective selling by focusing more on the mind and not the people.

INTRODUCTION :

During the first half of the twentieth century, the two world wars hit the producing companies, as consumption levels fell dramatically and with it prices.

The entrepreneurs discovered an unpleasant reality, the prosperous markets had disappeared, there was no one to buy their products, so the strategy changed , now they needed to sell!

At that moment is when the sales trade was born, entrepreneurs began to hire people, mostly men, whose job would be to visit all markets and potential customers to offer their products.

The oldest reference that we have of a company organized in direct sales from house to house, from business to business, dates from 1851 when a man with the surname “Singer” considered it important to sell the sewing machines that they manufactured going from house to house to look for their potential clients "housewives who were the ones who took care of the home and education of the children."

In Latin America and especially in Mexico, women did not venture into the field of sales, it was until after the 1950s that they exercised the right to vote or female suffrage for the first time.

From that decade on, women have been making their way, on a very difficult path and with many obstacles for the simple fact of being a woman.

Currently, according to INEGI figures, the economically active population in Mexico exceeds 50% of the female population.

Economically Active Female Population

But specifically in the last 15 years women have gained ground in the field of sales and they are the ones that cover the vast majority of the commercial market as they are; sales agents, business advisors, account executives, investment advisers, medical representatives, funeral homes, beauty products, hotel representatives, department stores, medical laboratories, restaurants etc. Why?

We have observed in the course of our research that women are more dedicated, perhaps because it has been difficult for them to earn that much-deserved place in society, sacrificing many things, including family and time for them they insist on giving 200% of their ability, to show that they are capable of that and much more, especially since in sales it is a world in which there were only men, who already had their own strategies and sales discourse, it should be noted that women have great advantages over the men.

Women are more emotional, they have more empathy so they can connect faster with the customer, unlike men, we must also take into account that the world of sales has evolved over time, new ones are born every day techniques and methods, that men find it a bit difficult to evolve to changes and adapt, that is why they continue with traditional methods perhaps, because until now some continue to work for them, since they have not had to make an effort fold and find yourself in a comfort zone

Another advantage that women have over men is that they are more dedicated and pay more attention to things, they have what they call the sixth sense or feminine instinct, they pay more attention to details, to gestures, to the form of speak when negotiating with a client, but above all they know how to listen to the clients' needs and understand what they really need.

In this research we discovered that although both men and women have different qualities, ways and methods of selling, they have exactly the same fears, the same concerns, the same challenges, the same goals, some to support their family, others have a place and recognition in society.

Every salesperson needs motivation, that is an essential key for sales, as Jurgen Klaric says in his book "sell the mind, not the people," to be a good salesperson you must have high self-esteem, that's how salespeople work with motivation and Passion, since being in the sales sector implies always being under pressure, most companies pay commissions on sales, this implies that you compete not only with your own colleagues but with all sellers in the same sector. In addition to being one of the positions with the highest turnover in companies.

Today there is still a large gap that divides the labor participation of women and men according to UN data THE DISPARITY IS 26% worldwide, since women spend 2.5 times more time doing unpaid work and housework more than men. In addition to that, women earn an average of 24% less than men worldwide and 19% less in Latin America and the Caribbean. However, disproportions in administrative and managerial positions worldwide prevail with a disproportionate presence for women, with 63% in office and support positions, and 55% in service and sales jobs and only 33% in management occupations.

RESEARCH PROBLEM:

We will focus on the way the seller's mind thinks, what are his fears, goals, passion, that motivate him, and how this influences when dealing with a customer to close a sale, especially identifying which ones it is the attitudes of both men and women when it comes to selling, which differentiates one from the other and how women have been making their way over the last two decades in the sales market.

OUTCOME:

The role of women in the companies of the new millennium will be marked by this new reality: Women have left the “private sphere” and are already actively present in all professions.

According to the National Employment Survey, there is an increase in the percentage of economically active women. According to the INEGI results, the successful advance in sales is because there are more and more women than men. Women are more dedicated and seek to meet the objectives that the company assigns them.

She has a greater ability with empathy, a healthy subtlety in her communication, which makes her assume the conditions to ensure that women are almost always successful in the sales market.

Today the presence of women in the sales market continues to grow, not only in sales but in many positions that require leadership, from catalog salespeople to banking entrepreneurs, there are many saleswomen asserting their talents.

The struggle is constant, to achieve gender parity, salaries, jobs, activities, etc. The needs are the same for both men and women, but unlike men, they have to try twice as hard.

CONCLUSIONS :

In conclusion, to be a good salesperson, it is important to consider mainly 4 central aspects:

Empathy is the ability to put yourself in the place of the other and know what they feel or even what they may be thinking, in the business field and especially in the offer and closing of sales, the woman fulfills a central function because it is through empathy where he finds his greatest sales weapon and in that, the man despite his experience, by the simple fact of being a woman, is already ahead.

If there is something we must recognize women in sales, it is perseverance, there is no area of the entire organizational structure of a company in which today women are not present, and in sales, through techniques and methods of persuasion and achievement of closing sales, the woman fulfills her role in a very efficient way.

Passion is that motivation product of recognizing the vocation of an activity and in the sales issue, it is definitely fulfilled in a forceful way

The goal of the salesperson does not seek to persuade but to coincide, that is the best way to make empathy a reality in the business field and especially in the sales field.