The Bureau of Labor Statistics<\/a> has shown that women only make up about 21.4% of all employees at auto dealers. These numbers, however, do not match up with other driving and purchasing trends.<\/p>\n For example, in an analysis conducted by Frost & Sullivan<\/a>, it was found that 51% of all licensed drivers in the U.S. are women. Even more surprising? 80% of car buying decisions are influenced by women. Road & Travel Magazine<\/a> believes that number is even higher; they say that women control\u00a095% of all auto purchases.<\/p>\n \u201cWhen buying a new car, women are practical, but they also tend to associate the purchase with aspirations of freedom and independence,\u201d said Frost & Sullivan\u2019s Partner and Global Director Sarwant Singh in a press release about the company\u2019s study.<\/p>\n So, if more women are driving than men, and they are also playing a major role in car buying decisions, why aren\u2019t more auto dealerships creating a more female-friendly experience?<\/p>\n Women are major decision-makers when it comes to purchasing vehicles, but at the end of the day, do customers want to buy from them?<\/p>\n CNW Marketing Research<\/a> has found:<\/p>\n An article from Wards Auto notes that women like buying cars from women<\/a> \u2014 they trust them, and they speak the same language. The article also recommends, along with other industry experts, that a dealership sales force should be about 30% women; there should also be women in the finance and insurance departments as well.<\/p>\n An auto dealership in Victoria, Texas \u2014 Victoria Auto Smart \u2014 has made headlines due to its unique, all-female staff. The dealership never intended to hire only women, but after a while, they realized that the accident was working out just fine.<\/p>\n \u201cPeople are always surprised when they see it\u2019s all women who work here,\u201d said Jessica Peinkofer, sales manager, in an interview the\u00a0Victoria Advocate. \u201cWe get that all the time.\u201d<\/p>\n The dealership believes they are popular because they can understand their customers\u2019 needs, and also relate to female customers. They prioritize relationship-building \u2014 asking\u00a0about things such as dogs, babies, and families \u2014 to pinpoint\u00a0what the customer is indeed\u00a0looking for. A\u00a0Great Dane and a car seat won’t both fit in a Fiat 500.\u00a0The women aren’t\u00a0pushy, and they realize choosing a car can be a long process.<\/p>\n Car dealerships don\u2019t do a great job communicating with women, and that shows in the 74% of women who say they feel misunderstood by car marketers<\/a> and salespeople.<\/p>\n \u201cThe auto industry today is in trouble, and automakers are struggling so hard,\u201d said Jody DeVere<\/a>, president and CEO of Ask Patty, a site staffed by women car experts who advise other women on car purchases and service. \u201cYet they\u2019re only doing lip service to women in terms of marketing and selling. When what they need to do is change, and create an environment where women don\u2019t equate buying a car or getting it serviced with going to the dentist.\u201d<\/p>\n There\u2019s no way around the facts: About 95% of the 20,000 auto dealers in the U.S. belonging to the National Automobile Dealers Association are male. The customers, however, are not predominantly male.<\/p>\n When auto dealerships prioritize hiring women to sell cars, they may finally realize that the old \u201cboys club\u201d model is just that \u2014 old. The realization will come in the form of more happy customers who appreciate relationship-driven service and feel like their voices are being heard. And, in this social media age<\/a>, when customers feel valued, they let everyone know \u2014 which means more profit for dealers and a better overall reputation in the community.<\/p>\n It’s interesting to note that the problem of female underrepresentation in car sales is not because of a lack of interest from women. Women are not just interested in buying cars; they are interested in selling them too. According to Deloitte\u2019s Women in Automotive Industry report<\/a>, 88% of women would be interested in a career in the auto industry if it were more inclusive.<\/p>\n The auto industry and dealerships, in particular, should focus on hiring more women, given the rising trend of women becoming primary consumers. Women have the potential to bring a refreshing change to the auto sales floor, transforming the current, more traditional ‘boys club’ model into a new, diverse and progressive space.<\/p>\n The industry requires women in sales roles because they bring a different approach to sales and have a greater understanding of the desires of female customers<\/a>. Women are often more empathetic, intuitive, and less aggressive in their sales techniques, and these qualities can contribute to a more comfortable buying experience for many customers, particularly for women, who often feel alienated by the current male-dominated sales environment.<\/p>\n When women are present in the dealership, they often create an environment that allows customers to feel less pressure and more at ease. They encourage buyers to take their time, understand their needs, and make the best decision for them without feeling rushed or pressured.<\/p>\n Women salespeople also have a better understanding of the features that appeal to women. From safety features to in-car technology, seating configuration to storage capacity, they have a unique understanding of these needs, leading to a better overall buying experience.<\/p>\n Building a more female-friendly environment is not just about hiring more women. It’s also about promoting inclusivity in terms of dealership design, marketing approach, and customer engagement.<\/p>\n Dealerships should be more focused on creating a more relaxing, friendly, and non-intimidating environment. There should be a play area for children, a comfortable waiting area, and a more welcoming atmosphere overall.<\/p>\n Marketing strategies also need to be geared towards women. Instead of the usual adrenaline-fueled commercials, they should focus more on the practical aspects of car ownership. They should highlight safety, reliability, and fuel efficiency – aspects that are more important to women.<\/p>\n Lastly, the engagement approach should be altered to meet the preferences of women. Women prefer to deal with salespeople who take time to explain things to them, who are respectful and considerate, and who don\u2019t undermine their knowledge or decision-making abilities.<\/p>\n The auto industry has to recognize the crucial role of women, not only as consumers but as leaders in sales and service roles. It’s time to shift the perception and show that women can excel in these roles as much as their male counterparts, if not more.<\/p>\n It is essential for the auto industry to eliminate the gender stereotypes that have traditionally been attached to car sales. Selling cars is not only about mechanical knowledge or negotiation skills but also about communication, empathy, and understanding customer needs – all areas where women tend to excel.<\/p>\n Furthermore, women who work in dealerships can bring unique insights that can enhance the business model. They can help foster an environment that caters to all customers by pushing for more family-friendly policies and facilities, advocating for greater transparency in pricing and negotiations, and promoting a customer-centric sales approach.<\/p>\n One key strategy for attracting more women to car sales is to offer mentorship and training opportunities<\/a>. Mentorship programs, for example, pair women with experienced professionals who can guide them, offer advice, and help them navigate the challenges of working in a male-dominated industry.<\/p>\nDo auto dealership customers want women selling cars?<\/h3>\n
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Success of all-female dealership staff shows benefits of women selling cars<\/h3>\n
Women selling cars = overall increase in profit<\/h3>\n
Hiring More Women in Dealerships: Breaking the Mould<\/h3>\n
Why is there a need for more women in car sales?<\/h3>\n
Addressing women’s needs in car sales<\/h3>\n
Creating a More Inclusive Dealership Environment<\/h3>\n
Forging Ahead: Shifting Perception and Empowering Women<\/h3>\n
The Importance of Mentorship and Training<\/h4>\n