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Jody DeVere

Jody DeVere CEO

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women car buyersDealers are always talking about how to sell cars to women, but don’t usually do anything about training their staff on how women think about cars.  It is estimated that 63%  percent of all cars are bought by women, and women influence the purchase of 85 percent of all vehicless.  You can spend hundreds of thousands of dollars on how to bring women into the dealership, but if they don’t have a great experience while they’re there, you’ve just thrown away a lot of money. Where the rubber really meets the road with women car buyers is what happens when they come in to the dealership showroom to buy a car or for that matter get their cars serviced.

The advent of the internet has enabled women to find the resources and information they need to take charge of their own finances and buying decisions, and give voice to their needs and preferences.

In today's competitive auto industry, dealership owners and employees can no longer afford to ignore the need to create a safe comfortable experience for the woman car buyer. If anything, they should cater to women, win their trust or risk losing market share to competitors who do recognize the huge opportunity to grow their business with these loyal customers.

Here are some facts on the purchasing power of women:

Women account for 85% of all consumer purchases
including everything from autos to health care:

91% of New Homes
66% PCs
92% Vacations
80% Healthcare
65% New Cars
89% Bank Accounts
93% Food
93 % OTC Pharmaceuticals

American women spend about $5 trillion annually...
Over half the U.S. GDP

Women represent the majority of the online market.

Women process information and make purchasing
decisions differently than men:

59% of women feel misunderstood by food marketers
66% misunderstood by health care marketers
74% misunderstood by automotive marketers
84% misunderstood by investment marketers
91% of women in one survey said that advertisers don’t
    understand them
70% of new businesses are started by women

Data Source M2W Fast Facts

With all these facts about women car buyers is it a "good investment" to train all customer facing employees to understand and better serve women car buyers?

The Ask Patty Certified Female Friendly Dealer program was designed specifically for new and used car dealerships to attract, sell, retain and increase loyalty with women car buyers. To find out how to become an Ask, Inc. certified female friendly dealer click here.

Jody DeVere AskPatty.comJody DeVere
CEO/President, Inc.

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