Did you know some car dealerships are now sending their male employees to seminars to teach them how to deal with female buyers? How do I know this? A friend I went to college with is married to a car salesman and they are in the area this week while he attends one of these classes.
Perhaps, it’s not as strange as I make it out to be. After all, as a woman, I certainly would never dream of venturing to a car lot without a male companion (be it a husband, father, brother or uncle). In fact, come to think of it, I have always allowed the men in my life to negotiate the price I paid for a vehicle (my college boyfriend brokered the deal for my first car and my brother haggled with the salesperson prior to me purchasing the car I currently drive).
I can’t imagine that I am alone in doing so. Have you ever gone car shopping and been talked down to? Or had a tough time haggling? If you have, that may soon be changing. According to my friend’s husband, an increasing number of car dealerships are becoming female-friendly (hence the mandatory seminars).
And, the statistics back up his claims. According to experts in the automotive industry, women represent more than 50% of all new car buyers in the United States. Women also influence 85% of all automotive purchases. But according to a recent study, women tend to be quoted higher prices than men. What’s more, research shows women are uncomfortable negotiating a deal, especially when the sales pitch is not female-friendly.
That’s where these new seminars come in. The classes were designed in part after statistics showed the tremendous purchasing power of the female consumer. The daylong seminars train salesmen how to work with women both onsite, and online. Employees are taught how not to pressure women into the sale and ways to recruit more female salespeople. After its employees take the class, the dealership receives a “female-friendly” certification. (Female-friendly certified dealerships, who knew?)
Regardless of who is trying to sell you a car, experts recommend you do your homework. For example, have a ballpark figure of how much the car will cost prior to stepping foot on the car lot.
Ladies, would you relate better to a female salesperson than a male salesperson?
Related Articles:
On The Road–More Tips For Women Who Travel Alone
On The Road: Tips For Women Who Travel Alone