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From: Jared Hamilton
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Nicki Allen

Nicki Allen Operations

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A Woman’s Place is at the Dealership

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? 

  1. We know that they can relate to all types of women buyers, have experience with families and of course, men tend to like them.
  2. It’s not just about the cars.  YES, the sales person must know their product, but they must also know how to develop and maintain a personal relationship.  Who would you say is better suited to both of these requirements?

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' )?

 

  • As women make 60% of buying decisions, the auto trade needs to draw women as sellers in order to win women as consumers.
  • Research by the UK Institute of the Motor Industry shows that car retailers need more women because they are better suited to the modern auto sales environment than men. Women are better at following car-sale processes and are better organized than men, the research found.
  • Warwick University research has shown that women are more adept at “relationship” retailing than the traditional (and increasingly less popular and successful) “transactional” form. That sea change in sales is acute in auto retailing.
  • In a New Straits Times of Malaysia article, Jo Cameron of the Institute of the Motor Industry said the auto retail sector should welcome “Women in Work” program funding from the government.

 

 

Bryan Armstrong
There are far to many Dealers that worry about potential harrassment issues that will pass on a qualified applicant due to Gender, Race or Ethnicity. It's illegal and stupid. If you are worried that your Dealership "culture" would not tolerate a transition, it's probably time to change it anyway. I have met far to women in this Industry who are far smarter than I and much more than "eye-candy" or a token presence. One happens to be a good friend now who continues to teach me regularly. ;)
Jim Bell
A woman or several are a must have in every dealership. Some people prefer to work with them. I have even seen some men prefer to work with one. They always seem to be successful because they have that nurturing character in them. I have seen many women be VERY successful in this business because they are a woman. The only pitfall on having too many is that it can get a little catty on the floor which I have experienced in the past. Great post and a great reminder to all dealers Nic!
Bryan Armstrong
Jim, "a little catty" ? Serious? I have seen FISTFIGHTS break out over car deals. Give me catty anyday.
Jim Bell
Catty and attitude are always not the best mix with a bunch of guys. Will end up as a cat-fist fight.
Nicki Allen
You guys are funny. I think both sexes can create catty atmospheres and fist throwing moments. The goal is to find mature adults, male or female. Lol

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