Gender Differences in Communication:Implications for Salespeople

Daniel H. McQuiston, Butler University
Kathryn A. Morris

Abstract

As more women enter into the traditionally male-dominated occupations of sales and purchasing, an understanding of gender differences in communication can provide salespeople with added information to increase their effectiveness. This paper begins with a review of the research on gender differences in verbal and non-verbal communication and then applies these findings to the field of sales. The paper concludes with managerial implications and recommendations for how salespeople might account for gendered aspects of their communications and by so doing potentially increase the effectiveness of their sales process.