What motivates a woman to buy? asks
Winning the Toughest Customer (Kaplan; 2007) by Delia Passi with A. B. Aronson Top of the list is relationship with the salesperson. "It is the point of connection that will drive the sale. Are you a good listener? Can she trust you? That is what matters to women in the sales relationship. Men are transaction-focused as customers, but for women, it's all about connection and trust."