Reprint: R1309E Research has established that women decide about consumer purchases differently than men do. But does that hold true in a B2B setting? Senior executives at Deloitte, recognizing that an increasing number of potential clients are women but that executives have honed their skills selling to men, decided to conduct some research on the matter. Interviews with experienced buyers of professional services in 18 large organizations—and observations of meetings with hundreds of pros...
