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“Men are motivated when they feel needed while women are motivated when they feel cherished.” – John Gray
The title of this article might seem off to our specification and sexist. Still, experts on sales and marketing agree that there is a significant difference between selling to men and women, irrespective of factors like geography, job title, or industry sector.
Research conducted by Robert Morris University shows that men are more likely to shop online than women, but more women spend time scrolling online than men!
But is such a distinct demarcation in marketing between men and women visible in the B2B industry as well? Do gender differences play a vital role in determining a sales pitch’s success in the B2B sector?
These are some of the questions that we are going to answer in this article.
In this blog, we have covered –
Gender is certainly not the only factor – or even the biggest one – for successful sales. However, the differences that do exist between the consuming tactics of men and women are crucial and are integral to –
Fact – Statistics reveal that women in the decision-making positions like to look out for options or opportunities during the day while at work, while men mostly do this during free time and weekends.
DataCaptive carried out an internal study in March 2019 to segment our CRM database based on demography and strategize marketing tactics to target our ideal customer profiles. We asked our most valued accounts, and this is the result we got.
Both genders are mostly perceived differently by marketing and salespeople across the globe. This isn’t a stereotype but just how things have been working subconsciously for ages. This is because gender-targeted marketing campaigns prove to be more impactful, leading to more revenue in lesser investment.
However, before going into the gender differences in advertising, it is essential to point out that there is very little evidence for these differences. It isn’t science, rather some observations and pseudo-science tendencies that you might want to consider implementing in your marketing campaigns.
Let us look at the difference in decision-making between men and women and the consideration the two genders make while purchasing products/services:
Marketing Tip – Women are more keen listeners than men and are more likely to pick on tiny little details. Hence, salespeople must make sure to keep their pitch clean and detailed.
In 2003, Wolin published a fascinating literary review based on gender-based advertising performance in the past 30 years. He has established some intriguing differences between the marketing practices for men and women clients. This can be used as a reference when creating your marketing campaigns in the future, especially if you wish to appeal to one gender over another.
There are multiple common grounds for both male and female buyers in the B2B industry despite differences. There is very little evidence for physiological differences between men and women regarding how decisions are made, but this does not mean they do not exist. Factors like visualization, experimentation, and communication, among many others, collectively form the basis of emotion, which pushes a consumer to buy a product.
A marketer needs to consider all factors while selling a product or a service, irrespective of gender. Your potential customers feel the emotion throughout their buying journey until their purchase, which is vital to analyze. Take feedback and analyze it for better output.
It’s necessary to survey both your male and female consumers to determine their motivations for buying your product/service and convert your prospects into leads. This information will enable you to target other visitors to your website and create a buyer journey that is emotionally convincing for every visitor, irrespective of gender, and retain customers.
If you need assistance in any of the above aspects, DataCaptive is a one-stop- destination for you.
Drop your thoughts in the comment section below. If you’d like us to cover topics you wish to know, give in your suggestion, and we’ll make it happen.
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