If you’ve been married any length of time, you can certainly verify the premise of this book: men and women shop differently. In The X and Y of Buy: Sell More and Market Better by Knowing How the Sexes Shop by Elizabeth Pace, the factors causing those differences are explored.
Everything from hormones to brain structure, aromas to emotions are evaluated in light of how they affect the buying experience for women as opposed to men. The last two chapters are dedicated to specifics on how to negotiate the sales process with a woman, then with a man.
The writer makes her case very clearly using a mix of scientific data and practical examples. I certainly related to the majority of data given with regards to women and found the observations on men’s shopping patterns to be similar to what I have seen. Her conclusions also gave me a clearer understanding of how companies use similar research to target potential customers and seek to gain their business.
For an individual in sales or marketing, I believe this book could be helpful in developing techniques for connecting with both male and female clients to generate more sales.