He shops, she shops--differently.

It's an interesting fact in the flooring business that most salespeople are men and most consumers are women.

When it comes down to basics, both men and women want the same things from a shopping experience: quality, convenience, no hassles, knowledgeable help when they want it and to be left alone when they don't. Yet men and women tend to approach shopping very differently. Savvy salespeople should acknowledge these differences and adapt their selling styles accordingly.

Are we generalizing? Certainly, but research supports what we are saying. A woman tends to care more about the human dimension. She prefers to have a relationship with a salesperson before she makes a purchase. She also wants to know that there will be support and personal service available after the purchase is made. Women are the Chief Operating Officers of the household, controlling more than 80 percent of the purchasing decisions--including flooring. If you discount a woman's ability to make a decision or tell her to come back with her husband, you are in for serious trouble.

Let's observe Tom and Mary: Like many of her girlfriends, Mary was raised on shopping; Tom wasn't. Tom likes it when you make shopping easy for him. He doesn't like to shop around, so if you have the information he needs to help him make a purchasing decision, he'll love your store. Be sure to have plenty of ideas, project sheets, supply lists, "how-to" brochures, and project related end features.

Mary, on the other hand, is a collector of information and alternatives. She likes choice, and is willing to shop a variety of stores to get what she needs, even though her time is more limited than it used to be. A typical shopping trip for Mary could include visits to several stores. This is where relationship-building comes in. If you want Mary to come see you--instead of running to the nearest flooring store that happens to be on her way home--get to know her.

To have Mary shopping in your store by herself is a good thing, but Mary shopping with her friends is even better. Women often enjoy shopping in packs, sharing opinions and encouraging each other to buy extras--so take advantage of classes and events that encourage them to shop with friends.

Research shows that women may be impulsive shoppers who are most likely to purchase additional items. Cross-product displays encourage this habit. For example, since Mary usually is President of Maintenance at her home, be sure to put related cleaning products within sight and be prepared to explain the features of each. You'll save the customer's time while increasing store sales.