It’s a fact that women make or greatly influence the majority of new car purchase decisions in the United States. However, most dealerships have failed to cater to women buyers despite this.
Even women who do snag a career in car sales may find themselves in a new position not long after, research from CDK, via Bloomberg, shows an 88 percent turnover for women in the field. This leads to missed sales opportunities for women who may be put off by high-pressure salesmen and scenarios.
“By dealerships not attracting and retaining women in the workforce, they are potentially missing out on a huge sales opportunity,” said Grace Wepler, senior market research analyst for CDK.
General Motors has recognized this shortcoming and has stated its future goal is to increase its woman-owned dealership franchises by about 5.5 percent, or 243 stores across the United States. Thus far, GM says 450 women have been named successors at existing GM franchises, and it also offers a mentoring and development program for women interested in the field.
Many believe women are more likely to make a purchase if they are dealing with a female sales person, including Alana Barragan. Barragan was so put off my sales practices at her local dealership that the manager spent the rest of the day attemptint to recruit her. She sells 18 cars per month now.
“I do feel that women are more comfortable working with a woman sales associate. They can feel like there’s a little more trust, maybe, that we’re not trying to just push something on them,” she said.