How Women Sell Differently than Men. With Bridget Gleason. #444
Bridget Gleason is VP of Sales for Logz.io and my regular guest on Front Line Fridays. This episode also features guest Chris Orlob, Senior Director of Product Marketing at Gong.io.
[2:10] Andy introduces the first Front Line Friday guest, Chris Orlob of Gong.io.
[3:21] Chris connected with Andy by sending him an article about gender differences in selling. Gong.io brings science to the sales conversation. Chris starts to explain the data.
[4:47] Chris tells how Gong.io analyzed 30,469 B2B SaaS anonymous account executive sales calls recorded from December 2016 and January 2017.
[7:13] Correlations are barometers that can point you in the right direction for the qualitative side of answering a question.
[8:26] The study measured the silences in each part of the conversations. Who “listened” more (or were silent longer), men or women?
[11:31] The data in this study appears to be counter-intuitive, so what is it really saying? Watch for confirmation bias!
[12:59] Who interrupts more, and are interruptions necessarily bad? The study does not address the effect that interruptions have on the sales conversation.
[15:27] Are women compensating for their interruptions in other, positive ways?
[17:18] Interruptions need to be understood in context.
[18:38] Monologue lengths of men and women also differ, but whether a male or female account executive is speaking, is the customer paying attention for two minutes or longer?
[25:24] The study notes that women move more deals forward than men, and close a greater percentage of deals than men. But women are still greatly under-represented in sales. Why?