GenderSell PSYCHOLOGIST JUDITH C. Tingley and sales professional Lee E. Robert teamed up to write “GenderSell: How to Sell to the Opposite Sex,” what they claim is the first book offering specific techniques on how to sell to the opposite sex.

Much of the book is based on the authors’ sales preference survey, which involved more than 600 participants. Case studies and tips for marketers are featured.

“GenderSell” (Simon & Schuster, New York) includes chapters on customizing for gender, how men influence women (and vice versa), building a customer connection, hard-sell vs. soft-sell techniques and selling to couples.

Net Success NET SUCCESS: 24 Leaders in Web Commerce Show You How to Put the Web to Work for Your Business” (Adams Media Corp., Holbrook, MA) takes a look at the influence of the Web on consumers.

As the title implies, some victors in the e-commerce battle offer their thoughts here, including Eric Hippeau, chairman and CEO, Ziff-Davis Inc.; Andrew O. McKee, CEO, Vacation.com; Bob Pringle, president, Intelihealth; Jim Pisz, director, intranet/extranet services, Toyota Motor Sales USA Inc.; and Hilary Bryn Thomas, president, Interactive Telecommunications Services Inc.

Authors Christina Ford Haylock and Len Muscarella have e-commerce experience. Haylock is a former vice president of electronic commerce at Citibank, and is now a principal at Ford Communications.

Muscarella worked on the CBS-IBM-Sears co-venture which developed Prodigy, and is now managing director of Interactive Media Associates. -BN

Direct Marketing Techniques Direct Marketing Techniques: Building Your Business Using Direct Mail and Direct Response Advertising” is the latest in Menlo Park, CA-based Crisp Publications’ “Fifty-Minute Book” series.

The 104-page manual from Mason & Geller Direct Marketing president Lois Geller promises to give the scoop on what’s hot in DM in less than an hour. The basics are covered, including designing a marketing plan, the elements of a direct mail package, how to effectively use print ad space and a primer on choosing a mailing list.

The book concludes with “Ask Dr. Direct,” a selection of frequently asked questions from students in Geller’s New York University seminars.

The Business of Consulting Author Elaine Biech explores the realities of being a consultant-like day-to-day paperwork, attracting and retaining clients and getting paid in a timely fashion-in “The Business of Consulting-The Basics and Beyond” (Jossey-Bass/Pfeiffer, San Francisco).

A diskette containing sample invoices for consultants-to-be is included with the book. It gives an overview of the billing process, including the caveat “Plan for the worst.”

Biech is president and managing principal of ebb associates, a human resources development firm that creates training programs.