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A recent study completed by Northwestern and Princeton Universities uncovered that men and women are comparably skilled when it comes to the Internet. The main difference is how women describe their abilities versus how men rate their own skills.
The study asked participants to perform a number of online tasks ranging from locating tax forms to location a particular candidate’s views on abortion, and the results showed that men and women handled the tasks with equal aplomb. When women described their abilities, however, they were far more likely to minimize their abilities.
Men had no such problem.
“Not a single woman among all our female study subjects called herself and “expert” user, while not a single male ranked himself as a complete novice or ‘not at all skilled’” noted Eszter Hargaitti, a co-author of the study.
I suspect this issue has similar results in digital photography. Confidence is key when it comes to hunting down the best camera, playing with it to better understand a camera’s features and experimenting with a new software program. You may find that some of your female customers are more reticent about explaining what they need or their ability to use certain features.
That doesn’t mean that she’s less skilled than her male counterparts, just less boastful about her abilities.
You can address this issue and ring up sales. Take some of the mystery out of the products. Show, don’t just tell, and when you tell, speak to specific solutions regarding questions she’s asking. Don’t throw acronyms at her as though they were rice at a wedding. Don’t give her information she hasn’t asked for. Let her lead the conversation, and she’ll guide you where she needs to go.
Giving her an opportunity to gain a little confidence can translate into sales and return visits. Once she gives herself proper credit for her abilities, you can bet she’ll back to do more with her digital pictures.
To learn more about the study, click http://www.newswise.com/articles/view/521645/
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