Keys To Selling To Women

October 13, 2004
/ Print / Reprints /
ShareMore
/ Text Size+
Sharon Roberts discusses the finer points of selling HVAC equipment to women.
ST. LOUIS - If you make a good impression when selling to women, chances are your good deeds will spread like wildfire through the "women's network" - according to Sharon Roberts, principal and co-founder of Roberts & Roberts Associates, Plano, Texas. Roberts spoke to Comfortech attendees on the importance of knowing how to sell HVAC equipment to women.

"The women's network is so powerful," she said. "You are on the women's network whether you plan to be or not. This is networking on steroids! The woman can be your conduit. Bond with her because if you don't, it just isn't going to happen."

Roberts said the relationship between seller and woman buyer isn't a matter of showing respect; it's a matter of recognizing differences between women and men. "We are different," she emphasized. "We are different in how we communicate, react, socialize, shop, and make decisions."

She said it is important to build trust and credibility with women, and it can be done by dressing appropriately, shaking hands, offering a business card, and by listening. "Not listening is the worst form of condescending behavior," she said.

Roberts said that women value how they are treated as much as they value the products being sold to them. One way to show concern is to provide a list of references or referrals before making a sales presentation.

In the long run, it pays to understand the differences in what men and women want because, as Roberts said, "Women don't gossip - they advertise!"

Publication date: 10/18/2004

Did you enjoy this article? Click here to subscribe to The NEWS Magazine

Recent Articles by John Hall

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

2014 MCAA Annual Convention

Scenes from the 2014 MCAA Annual Convention in Scottsdale, Ariz.

Podcasts

Kyle Gargaro, editor-in-chief of The NEWS, hosted the 2014 ACCA CEO Forum. At the event, six well-known, highly respected company executives, Gary Michel, Ingersoll Rand/Trane; Chris Nelson, Carrier Corp.; Chris Peel, Rheem Mfg. Co.; Rod Rushing, Johnson Controls; Brent Schroeder, Emerson Climate Technologies; and Doug Young, Lennox; provided individual industry outlooks and fielded questions directly from attending contractors. Listen to the entire event on the NEWSMakers podcast. Posted on April 14.

More Podcasts

THE MAGAZINE

ACHRNEWS

NEWS 04-14-14 cover

2014 April 14

Check out the weekly edition of The NEWS today!

Table Of Contents Subscribe

SERVICE CALLS POLL

Which statement on service calls best applies to your business?
View Results Poll Archive

HVACR INDUSTRY STORE

plumbing-hvac.gif
2014 National Plumbing & HVAC Estimator

Every plumbing and HVAC estimator can use the cost estimates in this practical manual!

More Products

Clear Seas Research

 

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications, Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

DON'T MISS A THING

Magazine image
 
Register today for complete access to ACHRNews.com. Get full access to the latest features, Extra Edition, and more.

STAY CONNECTED

facebook icontwitter iconyoutube iconLinkedIn i con