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Book 'Em

Battle of the sexes and the shape of things to come.

This story appears in the June 1999 issue of Entrepreneur. Subscribe »

Do men and women respond similarly to pitches? In thismonth's roundup of new books, the battle of the sexes takes ona whole new meaning:

In GenderSell: Selling to the Opposite Sex (Simon &Schuster, $24), authors Judith Tingley and Lee Robert explain howto finesse sales strategies to suit your clients' genders. Theauthors argue that since men want to "win" conversationsand women want to be understood, sales techniques need to beadapted accordingly.

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