“Your greatest competitive advantage is to understand your customer. In this informative, entertaining, and highly relevant book, Elizabeth Pace lets you in on the most important customer knowledge of all: how men and women make buying decisions. This is a great book!”

Joe Calloway
Author, Becoming A Category of One

“An enjoyable and beneficial read, appropriate for all businesses with a gender-diverse sales force or gender-diverse clients. If you have a son or daughter, a father or mother, or a sister or brother, you know that men and women think and react differently, but you probably don’t understand why or know how best to adapt to each. Elizabeth Pace presents well considered, scientifically based advice in an entertaining and easy to digest format to enable men and women to better tailor their business sales and marketing to each gender, increasing their individual chance of success and thus your business’ efficiency and sales!”

Jennifer J. Fahey
Executive Vice President, Co-Leader,
ARS U.S. Sales and Marketing
Aon Risk Services, Inc.

“The X and Y of Buy should be required reading for any student, employee, consultant or executive involved in—or planning on being involved in—promotional activities, whether related to product or service. Gender represents one major, final piece to the sales and marketing puzzle that confounds so many: how does one incorporate gender differences as an unfair advantage? Elizabeth Pace has done a marvelous job of explaining the differences and offering practical approaches.”

Stryker Warren Jr.
CEO, Urologix
Healthcare Entrepreneur

“Everyone can benefit from reading this book! It explains human behavior from a scientific standpoint and helps us understand why men and women behave in the sometimes seemingly crazy ways that they do. The examples were perfect, as I laughed out loud at the similarity to experiences I have had at home and in the workplace. The information and strategies presented are widely applicable to dealings with men and women in both business and personal situations.”

Laura L. Lawson, MD

“As a counselor and executive coach for over twenty years, I have read countless books about communication, but I found Elizabeth Pace’s book The X and Y of Buy to be full of original, insightful information that men and women could use in their professional and personal lives. Pace has an excellent grasp on what makes each sex unique, and she delivers that wisdom without judgment and with a desire to help everyone learn how to maximize their ability to be heard and understood.”

Ken Cope
Executive Coach, Core Resources, LLC