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There are all sorts of changes being made in the dealership industry today. Sales are plummeting this year, more than experts expected; in the mean time, people are scrambling to find ways to draw back the clientele. A large portion of it has to do with the popular “green” agenda. Everyone is going green, especially as truck and SUV sales decrease, and the demand for smaller, more fuel efficient cars outweigh the supply. But what happens when we take a step back from evaluating what we are selling to our customers and focus more on who our customers are?
Who are our typical customers? Fifteen year old kids hoping to get a massive gift from mom and dad for their sweet sixteen? Ha! They wish. How about men shopping for a new car for themselves or their family? Sounds more like it? Think again. In fact, the more common consumer purchasing cars is female. I’ll say it again: female.
For most women, shopping for a car is an uncomfortable experience that they think will end with a brand new car they weren’t expecting to buy at a rip-off price. But thanks to a group of women from AskPatty.com, an automotive website for women, dealers can now become “certified female friendly.” That’s right, they’re offering training modules to inform salespersons and managers on how to attract, sell to, and retain the loyalty of female consumers.
Think it borders on a waste of time? Think again. Road & Travel Magazine uncovered that women are the purchasers of over half the used car sales in the US and almost two-thirds of all the new cars. Without knowing how to interact with female customers and understanding their needs, you could be missing out on a large part of your potential business. Hundreds of dealers across the country are already certified. Are you?
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