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.
Comments
I know this would piss off the dealers infrastructure, but I don’t think the problem is that too few dealerships are owned by women. The problem is the oppressive male culture that permeates all dealerships of all vehicles.
GM needs to open Apple Store like showrooms in malls. (Yes, Tesla is already on this page.) There would be zero sales pressure because the showroom can’t sell you jack.
Test drives would be available in an Uber sort of way. The car would come to you, perhaps outside the mall somewhere.
Pricing would be something along the lines of fixed prices with sales. Just like normal retail.
The age of the sleazy car salesman scam artist must die.
If you talked this way about women that person would be fired!
Women are more comfortable dealing with a female associated.
Men would rather not have to deal with women when purchasing a car! If a guy were to say this he would be cleaning out his office. So explain to me why women are allowed to say this about men and nothing is ever done about it!
Would you say this to your mother? Have some respect! I know men that don’t even know a car needs more than one quart of oil. Do you presume to say woman don’t know anything about cars?
Yes I would!!!
They’re selling cars not lingerie.. women are no different than men as they do basic research and try getting the best deal possible which may be buying from a webpage.
Women are still the underdogs in the entire world. That is why it’s ok to say. I have been a woman bank manager and currently a woman who owns a self-started from scratch car dealership. People 15 years ago and still today assume a man is/should be in charge and are visibly surprised to find out a woman is. Why? I firmly believe that men are great at many things but those men are made even greater by the women in their lives.