How to Deal With a Woman Customer?

Right from the early down of human civilisation people took it till recent years the age-old statement namely, “Man for the field and woman for the hearth”, the male dominated society and value systems are fast disappearing. The force of women liberation in the West and the East has changed the scene. In a family, normally man is the bread-winner and all others are bread-sharers. However, the equality of women in par with men, women have become both marketing and financing officers. In some families they are the finance ministers and men are home ministers. It is equally true that the modern society life-styles have made home minister to control finance ministry. The latest statistics reveal that it is the woman who controls 60 percent of the world’s wealth and makes 75 percent of family purchases. That is, a woman customer in a prolific and valuable source to be happed by the sales force.

Woman as a customer is more sharper, in sense, keener in taste and more difficult in pleasing and late in reaction. They are keen in style, colour and appearance; they prefer to hop from shop to shop, they are time consumers; they are hard bargainers; they try the patience of salesman; they do not trust salesman, they are bully, proud and egoistic, they are jealous and want to emulate the upper layers of society and to demonstrate that they are quite superior to others.

A wise salesman who is an extrovert knows the fair-sex psychology and succeeds with full justice. He makes capital out of these special attributes of ladies. Lady customer expects a special treatment—She should be greeted, treated and sent off as a queen. In a sense, she deserves a red carpet treatment. As a rule, he should allow the customer to ‘smell’, ‘fondle’, ‘look’ and ‘lift’ the product.

A touch of economy makes her a world of difference. Salesman knows that the mind is not firm of such customers. Frail mind is the basic tenet of lady customers. It is the salesman should act as a lively guide. Her craze for fashion and variety should be met with all the caution and care.