Summary of Winning the Toughest Customer

The Essential Guide to Selling to Women

Kaplan Publishing, more...

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Winning the Toughest Customer book summary
To sell your product to women, begin by establishing rapport. Then address their concerns. Communication is the key.


7 Overall

8 Applicability

5 Innovation

6 Style


Many salespeople don’t realize that selling to women requires a different approach than selling to men. If you’re among them, getAbstract says Delia Passi’s book is for you. Her main point is that women and men respond to different communication cues, so if you want women to buy your product, you must adjust your presentation. Passi’s book has its flaws: despite its welcome brevity, it is disorganized and repetitive, and she often promotes outdated stereotypes. Still, the book serves as a good reminder that you must pay attention to the communication style that your customers prefer - no matter what their gender.

In this summary, you will learn

  • How salespeople can improve their business interactions with women;
  • How women communicate differently from men; and
  • How to improve your rapport with female clients.


The Largest Market
Women are the largest consumer market in the world. They spend about $4 trillion annually. To sell to them successfully, learn how their communication style differs from that of men. For example, one study of 10,000 consumers found that women’s expectations of products...
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About the Authors

Delia Passi is president of a marketing agency that helps companies reach women consumers and business owners. She also teaches sales representatives how to sell to women. She is the former vice president of the Working Woman Network and former group publisher of Working Woman and Working Mother magazines.

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