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Does the industry need more women to do the Selling in order to sell more cars?
Let's face it. Talk to a woman about buying a car from a male sales person and almost every time you’re going to get a horror story about being treated poorly, coming away feeling like they were taken advantage of, and in some cases, being told to bring your husband back with you when you’re ready to buy a car.
Thanks to the internet, women have slowly but surely gotten their hands on the tools and information they needed to go in, negotiate their terms and buy a new car with a sense of preparedness they never dreamed of!
Women are dominating the consumer buying decisions in all markets! In the auto industry, women influence over 60% of the car buying decisions, yet less than 10% of automotive sales people are women. Is that a good formula, or can we do better by increasing the percentage of women on the sales team?
First of all, why would women make a great addition to your sales team?
It all goes back to knowing your customers! If your buyer is logical and can walk away from a purchase, chances are a male sales person is a good match. But, if your buyer processes emotionally and associates themselves with the brand…you might want to take a second look at adding some women to your sales team. Women can flourish in the automotive industry by making their customers feel good about their decision to purchase.
Get some feedback from the guys, and then mix it up a little for the better!
Yes, you'll pick up product knowledge about cars as you go, but almost all prestige car purchases are made based on the feelings that they give the client. Generally speaking, it's no secret that women understand feelings better than men do.
Can you see how this would give women ( you ) a huge advantage in a business relationship where the client is making an emotionally-driven decision ( acknowledging that the decision is often camouflaged with 'logic' )?