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Shopping for a man’s suit? Walk into a department store, and they’re right by the door―men’s suits in every color and size. A guy gets in and out in plenty of time for kick-off. Need a woman’s suit? Block out the afternoon―her clothing is strategically placed in the farthest corner of the store, past the handbags (on sale!), behind the lingerie, and through the jewelry section. Men and women are wired to shop and buy differently, and smart business people not only know it, ...
Shopping for a man’s suit? Walk into a department store, and they’re right by the door―men’s suits in every color and size. A guy gets in and out in plenty of time for kick-off. Need a woman’s suit? Block out the afternoon―her clothing is strategically placed in the farthest corner of the store, past the handbags (on sale!), behind the lingerie, and through the jewelry section. Men and women are wired to shop and buy differently, and smart business people not only know it, they know just how to put it to use every day.
In The X and Y of Buy, veteran branding, marketing, and salesperson Elizabeth Pace breaks the gender code for you to be successful, generate revenue, and market and sell more effectively.
“Wow, what an awesome book! I wish it had been written earlier in my career because I definitely would have made more sales. This book is a must read for sales people in all levels of business. I’ve always said you must be a chameleon to be a successful seller when working with various types of people. The X and Y of Buy takes this a step further, revealing fascinating, successful strategies in working with men and women.”
Michael Oppenheimer, Market Manager, Clear Channel Radio-Memphis
“Reading Elizabeth Pace’s The X and Y of Buy is like having the “answers to the test”…knowing the key in communicating to women vs. men makes it simple to be successful! This is a great tool, with great insight, and it is hilarious! I love to laugh and learn, and with this book you do both. It is definitely a “must read” for my Leadership Team!”
Cordia Harrington, CEO & the “Bun Lady,” Tennessee Bun Company
Men buy; women shop and then purchase 80 percent of everything.
Shopping for a man's suit? Walk through the main entrance of Neiman Marcus and-voilà: men's suits in every color, size, and design are displayed together.
A woman will get a lot more exercise searching for that new ensemble. She must turn left through the same doors, away from the men's department, and weave her way through the maze of perfumes and cosmetics, past the shoes and purses at the bottom of the escalator. Arriving on the second floor-devoted entirely to women's apparel-she has the opportunity to peruse the casual wear and the sequined formals before finding her favorite designer's section.
Will a woman reach her destination without actually buying something else on the way? Neiman's thinks not. Would a man ever make it to this remote corner for a designer suit? Not in a million years. Keen retailers like Neiman's know that while women love the search, men love the kill-most find it undesirable, if not downright tedious, to maneuver through a mall. Department stores appeal to men with an easy-in, easy-out layout while also appealing to women, who crave a complexsensory experience while shopping.
Men and women are different. The plumbing is different; the wiring is different. Not better ... not worse ... just different. We perceive, think, communicate, and respond to the world differently. To say this in the postfeminist corporate arena has been political suicide. Yet scientists have confirmed that men and women use different parts of their brains and thus behave differently in a host of situations-including the ways we shop, buy, and consume products and services.
As a sales, advertising, or marketing professional, understanding these differences is the key to your success. When you were a child, you were taught the golden rule: treat others as you would like to be treated. But as you grew up, it became evident (often on the school playground) that half of the others-those of the opposite sex-don't respond well to being treated the way that you want to be treated. If you are still treating the other half of your customers the way you want to be treated, you are likely missing half (or more) of your market and leaving half (or more) of your sales on the table.
To increase sales, you must understand what uniquely drives your customers, male and female, and maximize your options for communicating with them. Whether you sell tangible products like cars and homes, or intangible products like financial services and business solutions, read on. Understanding the inherent perceptions, motivations, and emotions specific to the X and the Y chromosomes is the most powerful way to increase revenue.
X MARKS THE SPOT
"I Am Because I Shop" was the title of Mallory Keaton's first philosophy paper. As the family's academic underachiever in the 1980s sitcom Family Ties, Mallory expressed the universal teenage girl's cry, "Shop 'til we drop!"
If the drive to buy is written into women's genetic code, scientists should search the X chromosome for the shopping gene. Doubly blessed with the X, women now control 83 percent of all consumer purchases. And these products and services are not just soap and paper clips. The majority of home computers, decking materials, new cars, and health care services are purchased by women.
Women have now taken their shopping prowess to the corporate world, where they hold 51 percent of the purchasing manager and agent positions. Women also call most of the shots on benefit purchases, holding the majority of executive positions in human resources.
Not only do women buy most big-ticket items; they have the money to spend. Women now make up 50 percent of the workforce and earn the majority of undergraduate and graduate degrees. For the first time in history, most women over the age of fifty have their own funds. Combine their individual spending power with the fact that women tend to outlive their husbands by about fifteen years, and you'll soon conclude that the money is heading straight into their Coach handbags.
Women are crying out for brands that understand their needs and make purchasing enjoyable. Many salespeople and businesses don't get it. A female attorney recently bemoaned the purchase of her gas-guzzling Suburban, in which she's logged 183,000 miles with her three boys in tow. "I can afford a new car now," she confessed, "but I am determined to drive this one into the ground just to avoid the awful experience of buying a new one."
Marketers who can transform this woman's dread of shopping for a new computer, car, or financial planner into an enjoyable experience will reap substantial rewards.
WHY TARGET Y?
While the above statistics make the case that marketers must do a better job of designing and branding services that appeal to women, there is also ample room to improve your sales with men. Men might be more predictable buyers than women, but they are by no means an easy sale. And to presume that you know how to sell to your male customers can have quite painful consequences. While women will tend to let a salesperson down easier, men will call you out and shoot you straight between the eyes if you miss the mark with them. And to ignore their buy buttons is to potentially forgo 20 to 50 percent of your prospects-something no savvy business would do. We'll discuss the specifics of this topic shortly, but for now it should be clear that to increase your bottom line also requires understanding a man's motivation and what triggers his emotional connection to a product or brand. To achieve such a feat for both X and Y, you must first appreciate the unique differences that are hardwired into the male and female brains.
THE EVOLUTION OF THE CONSUMER
When early mankind roamed the earth, they hunted and gathered for something quite specific: food. A day's work was to get the day's meal. Men and women did very different work that was considered equally important to their clan.
Men hunted in groups, made weapons, and traveled great distances from their homes. They lived a focused, dangerous existence. The man's mission statement was, "Kill my dinner before it kills me!" To thrive, men needed navigation skills, good long-distance and night vision, and spatial aptitude. Strength and a heightened fight-or-flight response defined the survivors. Hunting was a strategic exercise requiring quick decisions, distinct roles, rules, and hierarchy among the group. And it required absolute silence with zero tolerance for emotional displays.
What were the women doing? They were keeping the campfires burning, chasing the children away from the fires, protecting the camp from snakes and other predators, listening for thunder in the distance, and providing care to the sick. Because there were no tools to puree food, each child would be nursed until four years of age, when he or she had the teeth and digestive system to manage the diet of fresh boar, nuts, and berries. Our gatherer ancestors made clothes from animal hides, organized the society, and foraged food for each day's meals. They stored food for the winter or the frequent occasions when the men did not come home with the kill. Anthropologists estimate that women provided at least half of the food for their clans. And in this era devoid of scientific explanations, women had the elevated status of the mystical creators of life.
What traits were necessary for a woman to ensure her clan's survival? To start, a great sense of smell, taste, hearing, and peripheral vision. Women negotiated and settled arguments in the clan, so they had to be able to weigh many issues. While men had to have quick, explosive energy, women needed stamina to get through the long days and the nights interrupted by nursing babies. The hunter-man concentrated on that day's kill; the gatherer-woman had to plan for the longer term and was the original queen of multitasking. This nomadic way of life-following the food source season to season-continued for hundreds of thousands of years.
Along Comes Mary
With the 1960s came more change in America than witnessed by any prior generation. The dawning of the technology era coincided with the civil rights movement, the Vietnam War, the sexual revolution, and the women's movement. The FDA's approval of "the pill" in 1960 and the passage of the Equal Pay Act of 1963 were catalysts propelling women into "male" professions.
In America and a few other countries today, men and women have comparable educations and relatively equal opportunity. And for the first time in history, we are competing for the same jobs. Yet we come to these positions with different perspectives and innate skills hardwired into our brains that define much of who we are. Only through understanding the primary differences can we unleash the economic power of gender diversity.
We've come a long way since the turn of the twentieth century, when early brain scientists believed that a head circumference of fewer than fifty-two centimeters indicated a lack of intellectual performance. We now know that the structural gender differences of the brain that endow men and women with innate abilities are determined not by brain size but by the brain's efficiency, connectivity, and intensity during activities.
For example, in general, a man's brain is like a file cabinet. Everything has a file. The job has a file, the wife has a file, the kids have a file, golf has a file, and tools have a file (sometimes a very big file). Here's the first and most important man rule: the files never touch. When a man contemplates his financial future, with the focus of a laser he very carefully pulls the "money" file, methodically sorts through it, and replaces it without stirring another file. A man zeros in on the task at hand. He has very specific and highly developed brain regions located on the right hemisphere, which is the larger of the two in the male brain and the source for spatial reasoning. Depending on his current focus, he generally uses the right or the left hemisphere-but not both simultaneously. As a result, a man's brain structure allows him to separate his emotions from a problem, act quickly, and move on to the next specific activity.
Picture a woman's brain as a large table. Her files are all laid out in groups touching each other. During the meeting with their financial planner, the husband is a bit surprised when his wife says, "Yes, that is a good point, but you have to think about your Aunt Janet and her failing health when you consider our next five years." His "Aunt Janet" file is not even in the same file drawer as the money file, if the file exists at all. The woman's brain is like a searching lighthouse-seeing, processing, and connecting all things on a 24/7 basis. Ruben Gur, a neuroscientist at the University of Pennsylvania, found that while men can zone out, taking brief mental naps in front of the TV, for example, women's brains are constantly working. There is about 15 percent more blood flow in the female brain than in the male, lighting up more areas in the female brain than the male brain at a given moment.
The first and most important woman rule is that every file in the female brain relates to all of the other files.
In a woman's brain, the left hemisphere has 11 percent more neurons for language skills than a man's. The corpus callosum, which connects and facilitates communication between the two hemispheres, is 23 percent larger in women, relative to brain size. This strong connection is considered to be a logical explanation for women's heightened senses, social awareness, and ability to connect seemingly random files to each other.
It doesn't seem fair, but as we age, our brain shrinks noticeably in areas where we are least proficient to begin with. Men lose their brain tissue in the frontal and temporal lobes-the areas associated with feeling and thinking. By age fifty men also lose up to 20 percent of their neurons in the corpus callosum, the region that provides connections between the two hemispheres. Women lose brain tissue later in the aging process but lose it where they are already most challenged-in the viso-spatial area. This explains why Grandma has problems remembering where she parked the car at the grocery store, while Grandpa grows crankier and less articulate with the salesperson. (See the chart below for a breakdown of the primary differences we've just discussed.)
Is a business book an appropriate place to discuss raging hormones? Absolutely. The knowledge of the differences in architecture and the chemicals that fuel our brains arm us with a new interpretation of how men and women naturally vary in their perceptions and actions as consumers.
Testosterone is associated with aggression, competition, self-reliance, self-confidence, and sexual urges. Men have twenty times more testosterone than women and experience six to seven testosterone peaks during each day. In the morning, when testosterone surges are strongest, men are most alert, competitive, and creative, and they perform higher overall on math and spatial tests. Their writing and verbal skills are better later in the day as testosterone levels fall by as much as 25 percent. If you want to close the deal or negotiate next year's contract with a man, schedule meetings in the late afternoon or early evening when he is least aggressive.
Estrogen and progesterone levels change on a monthly cycle from the time a woman reaches puberty until the completion of menopause. Estrogen is credited with making the brain more alert, heightening the senses, increasing absorption of information, and general feelings of contentment. Progesterone releases nurturing feelings and has a calming effect on the brain. Expect that closing the sale with a woman may take more time as she sorts through all of the ways this purchase will affect her life or business.
As hormones decrease with age, men and women become more alike. Perhaps this is why most couples who survive past their fortieth anniversary seem so content with each other. Starting at the age of forty, a man's testosterone level decreases 1 percent each year. This explains why men become more laid-back with age. Many new grandfathers astound their adult children, who hardly recognize the attentive man, so unlike the absentee, workaholic father that raised them. Decreasing testosterone levels, rather than recognition of what they missed the first time around, usually account for the more nurturing behavior. Think you can sell to a retired man the same as you would that executive in his forties? Think again. The retired man might scold you for the same hard-line approach you used successfully last week on the younger VP of marketing.
While men become more nurturing with age, women frequently report becoming more focused, energetic, and self-confident as the decreased estrogen levels reveal their natural testosterone levels. At the completion of menopause, a woman's estrogen level plummets to one-tenth of its earlier level-so low that a man, at any age, will produce higher estrogen levels than a postmenopausal woman. This bears out in statistics that show an increasing percentage of women over fifty-five entering the labor force while workforce participation rates for men in the same age bracket are declining. When selling to a female empty nester, bear in mind that you might want to be quicker to the point than you were with the inquisitive new mom last month. With lower levels of estrogen, your postmenopausal prospect may appreciate a more direct, bottom-line approach.
Chemical Cocktails Served Here
During every waking moment we are bombarded with sensory input, and our brains respond with doses of hormones, blended especially for the occasion and for each gender. As you prepare to market or sell to X and/or Y, you must consider the cocktails by which each is influenced. (Continues...)
Excerpted from The X and Y of Buy by Elizabeth Pace Copyright © 2009 by Elizabeth Pace. Excerpted by permission.
All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.
Excerpts are provided by Dial-A-Book Inc. solely for the personal use of visitors to this web site.
Introduction: Sex, Sales, and Stereotypes xi
Part 1 Targeting Hardwired Gender Differences 1
1 Different by Design 3
2 Buyoscience 21
3 Diverse Drives 37
4 What Makes Him Tick, What Makes Her Tock 53
5 Target the Eye of the Beholder 67
6 Sense and Sensibility 87
7 Give Them Something to Talk About 103
8 The Economics of Emotion 119
Part 2 Gendercycle SellingTM 139
9 The X of Buy 141
10 The Y of Buy 173
Conclusion: Final Thoughts on the X and Y of Buy 193
Q&A with the Author 195
Acknowledgments . . . and Confessions of a First-Time Author 207
About the Author 211
Posted August 17, 2010
With my marketing background, I was instantly interested in Elizabeth Pace's book, "The X and Y of Buy." The book was very informative, showing different ways of appealing to both the male and female genders.
I enjoyed reading the book because it made me think about the different tactics that we can use to appeal to the two different genders through advertising and marketing. Many of the tactics I read about could also be transferred to personal experiences, such as dealing with co-workers, friends, family, etc.
Posted October 22, 2009
A good marketing plan is important, especially today when people are thinking twice about spending money; so Elizabeth Pace's book provides advice on different marketing strategies for men and women. She illustrates her point about how the sexes react differently by giving examples regarding purchasing a new car and going shopping at the mall.
The X and Y of Buy is more of an introduction to marketing rather than a full guide as it's so brief that it barely grazes the surface; furthermore, Pace fails to adequately address the variables. This presents fairly black and white versions of how men and women react. At the beginning, Pace states there are exceptions, but seems to forget that as the book progresses. Some advice is impractical and a bit stalkerish. Does anyone really have time to hunt down the organizations a potential client belongs to and then join them in order to build trust?
Much is made of women being motivated by the nest without acknowledging that many women have no children and are not motivated by such desire. Hopefully anyone seeking marketing advice will realize there's much more to be studied. An introductory course on marketing or business communication would be a better way to go since such courses cite the scientific research lacking from The X and Y of Buy.
I received this book from Thomas Nelson's Book Review Blogger program: http://brb.thomasnelson.com/
Posted September 2, 2009
Jeg innrømmer glatt at i det jeg begynte å bla i boken "The X and Y of buy" av Elizabeth Pace, måtte jeg klype meg litt i armen og spørre hva som var sinnstilstanden min når jeg valgt meg akkurat denne boken. Boken er skrevet med tanke på markedsføring, og har en grunnleggende tese: I stedet for å lære seg alle slags kompliserte modeller om forskjellige kundetyper, reaksjoner og mønstre, kan man gjøre livet langt enklere for seg selv ved å navigere ut fra to enkle parametere: Kvinne og mann. Paces enkle slutning er nemlig at måten vi opptrer på når vi skal anskaffe oss noe, eller når vi responderer på markedsføring eller lignende henvendelser, aller mest er styrt av hvilket kjønn vi tilhører.
Ikke bare det: Den viktigste måten å forstå menn og kvinners oppførsel på er å gå tilbake til det gamle mønsteret med mannen som jegeren, og kvinnen som den passer redet. Som menn vil vi være fokusert på å finne det ene objektet vi er på jakt etter, sørge for at det har god nok kvalitet og så slå til. Kvinner der i mot, bedriver multi-tasking mens de handler, vurderer fram og tilbake, og ser alle ting ut i fra en helhetsvurdering av hva som vil være bra for hennes omgivelser og rede.
Jeg har et ambivalent forhold til hvordan jeg skal forstå denne boken. Jeg kan ikke skjønne annet enn at den tråkker i alle salater som finnes vedrørende moderne kjønnsrolleforståelser (og forfatteren er for sikkerhets skyld kvinne). Ikke det at det er galt i seg selv, men jeg er generelt skeptisk til veldig forenklede og generaliserende uttalser om hvordan menn og kvinner er. Likevel - boka har - i rykk og napp blitt fortært på sengekanten, med tidvis høytlesing for Hildegunn, og det er ikke til å komme unna at det i perioder har vært hyppig gjenkjennende humring. Det ER jo noe i at mange av oss menn gjerne liker å få handelen unnagjort - og med litt andre parametre enn kvinner.
For å si det sånn: Du gidder ikke bestille denne boka på Amazon. Men hvis du skulle få en sjans til å høre Elizabeth Pace snakke om emnet i en halvtime ville jeg lånt et lite øre til det. Sånn for morro skyld.
(I got the book as a part of Thomas Nelson Book Review Blogger Program - http://brb.thomasnelson.com/)
Posted August 22, 2009
The book "The X and Y of Buy" written by Elizabeth Pace is an easy read with lots of interesting facts detailing the thought processes of men and women. The book uses real life examples of shopping to explain how men and women think differently in life. Pace dives deep into the minds of men and women to point out that simply understanding the human mind can benefit your sales, acquaintances and personal relationships.
The book also provides valuable information to the individual seeking assistance in understanding his clients, friends and loved ones. Pace offers suggestions for improving your marketing and sales techniques though simply learning the subtle differences in thought between male and female. The great part, you can apply these to any relationship!
The book was a smooth read and offers a good balance of movement between male topics and female topics. I often found myself relating to the information in the book and I now notice marketing and communications techniques as they are happening. I recommend this book to any one who wants to better themselves and the counterparts.
Posted August 12, 2009
This book, written by Elizabeth Pace, entitled The X and Y of Buy, is a provocative look at the psychology and chemistry that goes into the decision making process of both men and women when they are intent upon buying something. The author speculates that if a "seller" can understand that is going through a "buyers" mind at the time of any sale the "seller" will have an easier time marketing their product and gaining life long "buyers."
I personally found this book to lack the information that I was hoping to get out of it. I am in a position where I am attempting to market to youth on a weekly basis and found nothing that was helpful in reaching a younger crowd.
I also found that this author tended to generalize the differences between men and women as being that the man dislikes shopping and that women mindless spend money on anything that helps build up her family.
I had a hard time finishing this book, but did so hoping to find that "golden nugget" of truth and usefulness somewhere in the writing, but unfortunately, I never did.
The purpose of this book, truly seems to be how to develop a meaningful relationship with your buyer in order to gain their trust and keep them as a life long customer. If this is your sole purpose as a "seller" this book might be for you. But if you work a retail job, or like myself, are in the business of helping people (ministry) not winning them to your product, this book isn't for you.
Posted August 10, 2009
I Also Recommend:
I received a book a while back from Thomas Nelson Publishing to review for their book review bloggers program.
This is a pretty cool program from Thomas Nelson, and very innovative. Basically, if they deem your site significant enough to help promote their books, you're invited to participate in a book review program where they send you free books to review. Way to go Thomas Nelson!
It's a good thing that they are seeking honest reviews.
The X and Y of Buy by Barbara Pace attempts to study the differences between men and women when it comes buying trends. The premise is that understanding the perceptions, motivations and emotions of the sexes is key to increase revenue.
I requested this book to review because I thought it might be helpful for churches to understand what language, appeal, and even design would be most beneficial for their intended audience.
The bottom line of my review is that this book is outdated and primarily based on anecdotal stories and situations. Her exaggeration of differences between the sexes honestly reminds me of every comedian who jokes about men leaving toilet lids up and female shopping addictions.
The foundation of the book is based on stereotypes portrayed on sitcoms from the 80's. Men purchase for manly reasons like what's under the hood of a car, while women purchase for the looks, color, and added accessories of the car.
I was hoping for more than stereotypes with this book. Unfortunately, the book was void of anything of value to learn from.
I wouldn't recommend this book unless you are a big fan of the 90's sitcom Home Improvement.
Posted August 10, 2009
The X and Y of Buy is chock full of information to guide you on how to customize your sales presentation based on the differences in how men and women think.
I have never been part of the corporate world, so I wondered if I would gain much benefit from The X and Y of Buy.
Most of my selling is aimed at trying to sell my husband on the fact that I need (another) new hairstyle.
Using scientific evidence, the X and Y of Buy shows that men and women think differently. But you knew that. But did you know that those differences also affect their approach to buying?
Although this book is technical in nature, it's format is easy to read and understand. I found myself underlining gems of information.
You'll find this book valuable as you discover the secrets of why men and women think so differently.
Especially if you want to sell your husband on your latest hairstyle idea.
Posted August 10, 2009
The X and Y of Buy is a book about gender marketing. Author Elizabeth Pace uses the scientific differences between men and women to help sales associates and entrepreneurs learn the best practices for dealing with different genders. the premise is; if you can market properly to men and women, you will be able to increase sales and expand your business.
I really enjoyed this book. Pace gives us many tips and access to research to help us deal cross-gender. She tells us things like men are more driven and strait forward when it comes to sales. They do not want interruptions and need to get right to the point. Women, on the other hand, want more connection and community when it comes to business relationships. Women will deal with (or add to) the conversations and interruptions if it means a group can come to a consensus.
The only place I found this book lacking was in the "spiritual content" department. Thomas Nelson is a Christian publisher and prides itself on having a spiritual message. If they did not, I would not be picking at this point. It would have been nice to see a link between gender-specific sales practices and proper Christian ethics. Maybe a chapter on how men could treat women with respect during a sales meeting (trust me, I witnessed the degradation of women in many a sales meeting) or some way women can deal with the constant sexual marketing happening today.
Overall, it was a good book. I enjoyed reading sections aloud to my wife and more than once getting that "ah-ha!" moment as I found something that related both to business practices, and my personal relationships. I give this book 4 out of five stars.
Posted August 8, 2009
This book was pretty OK for me. The effort to convince me that I evolved from cavemen over the last umpteen million years pretty much turned me off at first. But I kept going.
Once I got past all that junk, I was totally intrigued. Here's why:
I'm a newly wed. I got married two weeks ago today. Though I am not in marketing or sales (technically), which is what the book is directed at, I now have a huge reason to try and understand the opposite sex! This book definitely helped me with that. But it didn't stop there. I really do understand a lot more about myself and why I do some of the jacked up stuff that I do.
What's more is that I do however work for an independent Christian NPO. That means that I do have to do tons of networking and fundraising. I really do believe I can do both now with more confidence, and understanding of the folks that I'm asking for money.
If you do however work in sales or marketing, it would behoove you to grab a copy and digest it. And if you're married or gonna be, read this book!!
Posted August 6, 2009
Are you in sales? Do you want to make more money buy selling more product? How well do you know your customers? Have you ever stopped to think about selling to them based on their sex?
I recently just read The X and Y of Buy by Elizabeth Pace. If you are looking to sell more product, or market yourself better, then you must know how the sexes shop. I personally don't sell anything but in reading this book I have learned valuable information that would apply to world in which I work in... the church.
I Thought the book was extremely well organized and the content would prove to be helpful to anyone looking to increase their knowledge of the human race. I thought one of the best things that this book had to offer was the amazing statistics that were in between the outside covers. Http://brb.thomasnelson.com/
Posted August 2, 2009
The X and Y of Buy by Elizabeth is a book for people who have to sell or market products to both men and women. Both genders think differently, and it's easy to misunderstand cues and lose the sale. Ms. Pace gives examples of how marketing appeals to the genders, like when you go inside a mall, and supports it by citing research.
The book felt a little superficial to me. I kept looking for more detail, a more depth. Instead, the book hit topics that are common knowledge. Her commentary about malls being laid out for men and women made me think that maybe the women's section was that way because it is so hard to fit the clothes because of the differing body shapes! My father can go in and pick up a packaged shirt, and it'll fit him. I have to try on ten shirts to find one that fits.
I also thought she missed several obvious places that do market to genders: movies and books. And I kept wondering about the people who don't fall cleanly in the categories. Instead of giving me good information, the book made me wish the author had done more work.
Posted July 30, 2009
I chose to read this book for a few reasons. As a small business owner I am always interested in learning better marketing techniques to draw consumers to my products. The title itself made me realize my current understanding of marketing had everything to do with personality, and nothing to do with gender. I wondered if I could use this new perspective. Pace, who has spent 20+ years in business, proved to me that her success, and the success of any salesperson, directly depends on the understanding of the differences between the two gender's brain activity, perception, and purpose of action with many references to up-to-date medical research. In using graphs, illustrations and photos she ensures understanding of this information throughout her larger audience. I recognized my own purchasing style within this book and I enjoyed learning about the differences in structure and power of each genders brain. I also enjoyed the fact that the equality of the genders brains was noted. I recommend to anyone that they read this book. Along with the medical information, Pace also offers simple, step-by-step processes that teaches clear communication between the genders that can be utilized not only in business and sales situations, but in any human relationship. I have written this review as a member of the Thomas Nelson Book Review Blogger program - http://brb.thomasnelson.com.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted July 29, 2009
Even though The X and Y of Buy (Elizabeth Pace) is targeted at "sales," it's a great look at how and why men and women think, solve problems, and communicate differently. And it provides practical suggestions for better understanding and influencing people who may not think the same way you do.
Elizabeth Pace is a marketing and sales professional who took an interest in neuroscience and began to think about its applications to her own work. She describes neurophysical and neurochemical differences between men and women and goes on to describe how these differences relate to differences in problem solving and decision making. While she may take liberties that would make cognitive psychologists and neuroscientists blanch, I frequently found myself nodding in recognition as she described the differences between men and women. I found her file cabinet vs. table top analogy for mens' vs. women's brains particularly helpful:
Men's brains are like a file cabinet, highly compartmentalized, contained, efficient and focused. Men have the ability to "turn off" their brains. Their brains are 70% less active during rest. Women's brains, on the other hand are like a large table, with files spread out on the top and touching one another. Their brains are always active and are only 10% less active during rest.
The book leans heavily toward applying these male-female differences to sales. It even provides a step-by-step "Gender Selling Cycle" with the most effective strategies for persuading men and women at different stages of the decision making process. Even though I'm not a salesperson, I found the book interesting, and I can see how the information could be applied in the workplace to enhance communication and understanding among people, even if they aren't sales professionals.
The book was a quick and easy read, and although I didn't use this feature, I noticed that with the purchase of the book, you have the opportunity to download it in two additional formats, as an audio book and as an e-book. This is something I hope more publishers will do more often!
Posted July 25, 2009
Should you differentiate your message to appeal to the gender of your audience? Yes, according to Elizabeth Pace, and it isn't being sexist, just sensible.
The book is meant to be a tool to help sales people connect with and sell more to their customers.Yet it has a wider purpose than that;all of us interact with each other to persuade and influence. If you ever wondered why you couldn't get your message across to someone of the opposite sex, then this book could help you out.Underpinned by scientific data and up to date research this provides a step by step guide on how to appeal AND close the deal. The anecdotes,tables of main facts and graphics ensure that this is a book that will easily enlighten and enrich all who read it.
Posted July 10, 2009
I found "The X and Y of Buy" to be a very relevant resource for all people who work in advertising, sales, and public relations. I teach a young couples class at my church and help with series branding for our services. This book was exactly what I wanted and needed it to be. How do I convey a message to the men and women in our ministry? This is a question that this book has helped me answer. Elizabeth Pace lays out in her book that men and women have different thought process in their decision making. One great lesson taught is that "men prioritize their time while women maximize their time". The lessons revealed in this book have been helpful to me as a husband and a teacher. I will recommend this book to any one dealing with relationships.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted July 8, 2009
The X and Y of Buy is a good book that enlightens readers on the differences of how and why males and females tend to spend their money. Elizabeth Pace did an excellent job of explaining how brain development, hormonal balances, emotional and gender differences influences the spending patterns of males and females. She presented this information in such a way that it is not boring or too technical.
Her research on the topic was thorough and provided those who are in sales or marketing with valuable unbiased information. This book went into great detail to explain the best approaches that should be employed to sell to men and women. For instance, she outlined the differences between the best time of day to approach men and women to buy something. Ms. Pace even outlined the small details of how men and women perceive handshakes and how both sexes interpret non-verbal communication. She gave great examples of sales scenarios and how the information in the book could be readily applied.
I found this book to be very valuable. Reading this book would be an asset to those who are in the business of marketing or developing products or services. This book gave great information on how to approach each gender to start the sales dialog, as well as the ideas for sealing the deal. Most importantly, I think this book is a good resource for anyone. Ultimately, Ms Pace provided information on how to effectively communicate. Ms. Pace did a wonderful job of unveiling the mystery behind how the sexes communicate and perceive either others communication.
Posted July 7, 2009
I confess to being very fond of shopping. When I saw that Thomas Nelson had a new release on why and how men and women make decisions on purchases, I requested it right away through the Book Review Bloggers program, and settled down for what I hoped would be an entertaining as well as illuminating read.
According to Elizabeth Page's "The X and Y of Buy", women and men operate differently on a psychological level - caused by genetics, by brain structure and chemistry, by millions of years of evolution - and one expression of this is the way that they shop. The book is structured to provide as much help and advice as possible for the salespeople who will have to deal with both kinds of customers.
A man's approach tends to be direct and finely-focused, while a woman's approach is more likely to be holistic, taking several factors into account. This is illustrated by a Cautionary Tale of a BMW salesman who tried to sell a car to the author, but dismissed her question about the cupholder - or lack thereof. To him, the important things were the car's design and performance - the driving experience, in other words. To her, all the other experiences she would have while driving were as important.
And of course, she didn't like her concern being trivialized.
The book also describes how successful advertising appeals in different ways to men and women. For instance, many ads aimed at men focus on conquering one's environment. Ads aimed at women, on the other hand, focus on successfully integrating the different parts of a woman's environment - job and family and self and community.
Finally, the book covers ways in which to communicate when selling to men and women (e.g. whether to nod in agreement or acknowledgment, allow the buyer private time to make a decision and so on). I would have liked a few more memorable examples like the BMW salesman, though. I'm not a businessperson, so I can't evaluate the book from that perspective, but from a layperson's point of view, it was an interesting enough read.
Posted June 24, 2009
Do you own a business and wonder how you can increase your sales? Well in The X and Y of buy, it tells you how people think, where to place things, how to arrange stuff and much, much more! The best way to know how they think is to get inside there heads, and The X and Y of Buy explains the differences in how men and women think, and how to sell to them. Learn of about there body language and communicate with them efficiently.
This book will increase your sales tremendously! This is the perfect book if you own a business or can be the perfect gift for someone who does! It's easy to understand and the information is straightforward. This book is fun even if you're just reading for entertainment!
Posted May 21, 2012
No text was provided for this review.