A few weeks ago, I joined Thomas Nelson’s Book Review Blogger program. I’ve done a little reading in the days since, so here’s my first review:
The X and Y of Buy: Sell more and market better by knowing how the sexes shop
By Elizabeth Pace
This shouldn’t be a shocker to anyone, but I’m going to say it anyway: men and women are different.
Even though that truth is glaringly obvious, it’s surprising how often we overlook it. In her book The X and Y of Buy, Elizabeth Pace makes the case that marketers can increase their effectiveness by understanding the unique differences between men and women.
As someone who needs to communicate effectively with both sexes to be successful, I found the premise of Pace’s book engaging. I’ve certainly finished appointments with clients or prospects thinking I’d knocked the cover off the ball, only to have the folks go elsewhere with their business. Reading The X and Y of Buy made me almost certain that I’ve missed some opportunities by not working hard enough to understand the way my customer makes decisions.
It wasn’t far into the book that Pace began to show that men are highly task-oriented people, while women are more process-oriented. Men buy and women shop, she says. Men are data-driven, while women are relationship-driven.
If I had to point to a weakness, I’d say at times I felt the book leaned a little too hard on the idea that gender traits haven’t changed that much since prehistoric times. I felt like I was being told that men are hunters and women are nurturers a few too many times.
I thought the book was engaging, and would be especially helpful for folks in sales, marketing, customer service and retail. I’m keeping it on the shelf as a reference book because there’s a healthy dose of practical, street-level advice for implementing gender-specific communication techniques.
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