A recent article that was in Automotive News reports that when it comes to auto dealers, women in auto sales may be just the recipe needed to increase the bottom line. The traditional preponderance of male salespeople in the auto sales industry created a “testosterone barrier” that may have been appropriate when purchasing decisions in American households were mostly made by the husband in the household. However, today’s sales figures show there is an almost complete shift toward women making more household purchasing decisions. This holds true when it comes to auto buying, hence more auto dealers have welcomed women in auto sales business in order to best serve the market today.
Women in auto sales equal a friendlier sales environment
Automotive News uses the example of Cindy Monson of White Bear Lake, Minn., when discussing women in auto sales. Monson had a very successful sales career in consumer electronics, but wanted a new challenge with the potential for greater reward. She decided to pursue auto sales. Her husband Vince discouraged Cindy from the high-pressure, male-dominated world of cutthroat sales. However, the dealership eventually shifted to a no-haggle, one-price sales model.Cindy was prepared to take on the competition before, even if the constant sales crush was less than desirable. But she found the new no-haggle environment to be appealing.
Low pressure – High on fun and repeat business
Cindy found that the world of pressure and bait-and-switch that previously characterized automotive sales as a whole has gradually faded away. ”I pride myself on repeats,” she explained to Automotive News. And Monson has had around 400 of them over her successful 12-year- career at Polar Honda Mazda in White Bear Lake. .
If it is true that women buy more than half of all new cars and that at least 80 percent of all automotive purchasing decisions are made by women, then auto dealers should take notice. Some dealerships, like Leona Kenney’s 2nd Chance Auto Sales in Ottawa, Ontario, even credit a “Women Certified” brand of auto sales, and it makes a great deal of sense. Consumers who hold the buying power should be well-served.
Citations
Automotive News
autonews.com/article/20100622/BLOG14/100629982/-1 (subscription required after first view)
On a dealership being “Women Certified”
youtube.com/watch?v=eC4dtysWQEQ
