The influence of gender on sales: “Gender Vs Sales”

Society’s Influences

Society stigmatises various terminology which is considered “normal”. A clear reference is that of the term, gender. Gender can be viewed as an umbrella term which includes various sexes such as heterosexuality, lesbian, gay, bisexual etc. In correlation to the business context when exploring gender within sales, one is able to view various outcomes in terms of the relationship between the seller, the product and the buyer.

Gender in relation to sales

It is important to acknowledge what gender terms are considered as “socially accepted”. Heteronormativity, an individual who is attracted to the opposite sex of themselves, is considered the “norm”. Thus an individual who embodies a masculine male or a feminine female will be a considerable choice in sales.

In the business environment, gender becomes important when deciding who sells a product to the customer. One can rely on stereotypical analyses when associating men and women with a certain product. For example, feminine females are associated with selling beauty products (e.g. L’Oréal) and household equipment whereas masculine males are associated with selling garden equipment and business packages (e.g. John Deer).

Taking into consideration the buyer, one needs to look at how he or she will relate to the seller. A product with great potential requires a sales individual with equal potential. A sales person needs to embody a type of characteristic, “becoming the brand” and that will attract the buyer to the product. People are more accepting to the “norm” thus the seller needs to “fit” into societies idea of a male and a female.

In today’s society we still live in a world where there is still a significant gender inequality between male and female despite all the efforts of woman empowerment. Thus, certain products and services success will determine who sells the product. For example, South African Breweries (SAB) sales reps are mostly males because the job description requires going into bars, pubs and clubs to sell and promote the brand. It is therefore, more dangerous if female does that job and males positively influences the sales of the product and service. Whereby, woman are more likely to be sales reps for hair, beauty and cosmetics products because they can physically be brand ambassadors and selling this products are easier. It is evident, that gender plays a vital role in the type of market and industry they work in.

But, what about individuals who classify as “other”?

Looking at individuals who classify themselves as gay and lesbian, is considered the “other”, makes one question whether companies exclude these individuals or are they included?

It is imperative that companies look into the characteristics and gender of the seller in order to achieve effective sales. Gay and lesbian individuals are normal people with a different sexual attraction. Sales companies should invest in a vast variety of individuals purely based on their ability to sell. Stereotypically speaking, a gay man would be effective in fashion and beauty and a lesbian woman would be effective in sportswear or machinery. Business can either gain or lose sales depending on the customers’ needs and wants.

Effective Sales Approach

The sales approach is vital as it determines how we view individuals in the eyes of the buyer. It is all about who will sell the product too and how effective he or she will be in doing so. Gender is an element which needs to be brought to light as we live in a society which is allowing individuals to be free in their choice of gender. Whether or not one agrees or disagrees on a certain gendered type, ultimately it is the product or service which is most the significant aspect. The product should be seen as a child needing the best parents to nurture. In other words, every product has a potential seller thus companies needs to decide who will fit the perfect role. Stereotypes act as a guide in determining the outcome of the buyer when approached by the seller.

Conclusion

Exploring sales through a gendered lens allows one to effectively include all gendered types and learn to place people in the right roles determining the product. Sales and gender creates a formula: Seller + Product /Service = Buyer. This equation will only be effective if the correct seller is linked with the correct product and service.

"The sale most often goes to the most interested party. – Steve Chandler"

Curtly De Kock