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 made mostly by the husband. Today’s sales figures suggest 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 make for a friendlier sales environment
. Monson had a successful sales career in consumer electronics, but wanted a new challenge with the potential for greater reward. She pursued auto sales. Her husband Vince initially discouraged Cindy from the male-dominated world of cutthroat sales. .Cindy had been prepared to take on the competition before. She felt like the no haggle environment was actually appealing.
Low pressure – High on fun and repeat business
Cindy found that the world of back room pressure that previously characterized automotive sales as a whole has gradually faded away. “I pride myself on repeats,” she told Automotive News. And Monson has had 400 of them over her successful 12-year- career at the Polar Honda Mazda that is in White Bear Lake. That is indicative of the new atmosphere in auto showrooms across America.
If it is true that women buy more than half of all new cars and also that 80 percent of all automotive purchasing decisions are made by women, then auto dealers should take notice. Dealerships like Leona Kenney’s 2nd Chance Auto Sales in Ottawa, Ontario, have gone so far as to 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
