Gender Sales German Essay

5991 words - 24 pages


1 Einleitung 3

2 Hauptteil 3
2.1 Theoretische Grundlagen 4
2.1.1 Geschlechterspezifisches Verhalten vor dem Verkaufsgespräch 4
2.1.2 Geschlechterspezifisches Verhalten während des Verkaufsgesprächs 5
2.1.3 Geschlechterspezifisches Verhalten nach dem Verkaufsgespräch 7
2.2 Methodik der empirischen Untersuchung 8
2.2.1 Abgeleitete Hypothesen 9
2.2.2 Fragebogen 10
2.2.3 Stichprobe 13
2.4 Ergebnisse 14
2.5 Transfer 23

3 Fazit 24

Bibliography 26

1 Einleitung

Aktuelle Studien zeigen, dass der Anteil an Frauen im Vertrieb zunimmt. Zwar stellen sie mit knapp 20 Prozent immer noch eine Minderheit dar, ...view middle of the document...

So gibt es natürlich auf beiden Seiten Individuen, die dem im Folgenden beschriebenen männlichen oder weiblichen Verkaufstypen nicht entsprechen oder eine Mischform darstellen. Diese Gruppen sollen in dieser Arbeit jedoch außen vor gelassen werden, um den Komplexitätsgehalt zu begrenzen.

2 Hauptteil

Im folgenden Teil der Arbeit wird zunächst ein Einblick in die Theorie gegeben. Dieser bildet die Basis für die Erstellung des Fragebogens und wird im Anschluss vorgestellt. Bevor die Ergebnisse der Umfrage dargelegt werden, wird näher auf die Methodik der Fragebogenauswertung eingegangen. Im letzten Teil werden die Ergebnisse interpretiert und mit der Theorie abgeglichen. Den Abschluss bildet der Transfer, welcher Erklärungsansätze für die Ergebnisse der Umfrage darlegt.

2.1 Theoretische Grundlagen

Mit der wachsenden Bedeutung des weiblichen Geschlechts im Vertrieb beschäftigt sich seit einigen Jahren eine Vielzahl von Experten. Sie möchten herausfinden, ob es geschlechterspezifische Unterschiede im Verkaufsprozess gibt und wo diese genau liegen.
Folgt man den Aussagen zahlreicher Wissenschaftler, so lassen sich verhaltensspezifische Unterschiede der Geschlechter durch den Aufbau des Gehirns begründen (Blech, 2003). Tatsächlich konnte nachgewiesen werden, dass männliche und weibliche Gehirne unterschiedlich aufgebaut sind und demnach unterschiedlich funktionieren. Experten sehen hier beispielsweise den Grund für die ausgeprägte Systematik der Männer oder die überdurchschnittliche Empathie der Frauen. Es lässt sich vermuten, dass sich diese Verhaltensunterschiede sich auch im Verkaufsverhalten von Männern und Frauen widerspiegeln.
Im Folgenden sollen die geschlechterspezifischen Unterschiede aus der Theorie dargelegt werden, gegliedert in die drei Phasen des Verkaufsprozesses: Vorbereitung, Durchführung und Nachbereitung.

2.1.1 Geschlechterspezifisches Verhalten vor dem Verkaufsgespräch

Männer und Frauen unterscheiden sich in der Herangehensweise an ein Verkaufsgespräch. Für beide Geschlechter ist eine Vorbereitung auf das Gespräch unumgänglich, jedoch wird diese aus unterschiedlichen Motivationen heraus vorgenommen. Männer nutzen vorab gewonnene Informationen gezielt, um strategische Vorgehensweisen innerhalb des Verkaufsgesprächs festzulegen. Sie sind faktenorientiert und konzentrieren sich in der Vorbereitung auf die zentralen Größen und Erkenntnisse über den Vertriebspartner. Frauen hingegen geht es neben der Verkaufsstrategie auch um ein Kennenlernen des und Einstellen auf den Kunden. Frauen wollen eine Beziehung zum Kunden aufbauen und erkennen die gezielte Recherche über den Kunden als zentralen Schritt an, um den Kunden langfristig zu binden (Knauer, 2012).

Vor dem Verkaufsprozess gilt es spätere Schritte des Verkaufsgesprächs gezielt vorzubereiten und den Gesprächsabschluss bereits zu durchdenken (Salesfocus Institut, 2013). Gesprächseröffnung, Bedarfsanalyse, Produktpräsentation und Gesprächsabschluss sollten hier...

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