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Title: Applicant Perceptions of the Gender Effect on the Selling Process and on Targeting Prospective Customers: Does Gender Matter?
Author : Academy of Marketing Studies Journal
Release Date : January 01, 2011
Genre: Business & Personal Finance,Books,
Pages : * pages
Size : 314 KB

Description

INTRODUCTION In recent years, as more women have joined the sales force, women have proven to be as successful as men in the traditionally male-dominated field of selling; yet they still face some barriers in gaining entry to some selling jobs (Fugate et al., 1988; "Pink Ghetto in Sales," 1988). Some barriers are caused by sales managers' beliefs in gender stereotypes (Kanuk, 1978). Several prior studies (Comer and Jolson, 1991; Russ and McNeily, 1988; Swan and Futrell, 1978; Swan, Rink, Kiser and Martin, 1984) of women in sales suggest that stereotypes of women in selling still exist from both managers and potential customers. A study by Comer and Jolson (1991) showed that, according to sales managers' perceptions, the more a saleswoman's behavior resembles the negative gender stereotype, the less effective her selling performance. The current study examines two fundamental issues: (1) whether negative (or positive) gender stereotypes are predictors of, or even associated with, selling performance, and (2) whether gender similarity/dissimilarity between salespersons and potential buyers impacts sales efforts during the selling process and in targeting efforts in finding new customers. These issues have apparently not been addressed by prior research. The current study could have important managerial implications for recruiting and developing effective sales force training programs and strategies.