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If you’re female, how do you feel about buying a car from the dealer? Chances are, you don’t want to go alone. Maybe it’s not in your head that women are treated differently when buying a car from a dealer.
According to a recent poll by NBC/Universal, around a quarter of women believe they aren’t taken seriously at the car dealership. In general, I share that opinion.
In their article, “Women Are Deeply Involved in Car Buying, So How About Respect from Dealers,” BNET mentioned a study of 200 Chicago car dealerships that revealed women often get higher price quotes than men do! Isn’t it strange women receive less respect even though they’re driving auto sales more than men these days?
It’s no wonder that women turn to other avenues for car buying. “Many dealerships still have a long way to go in meeting women’s expectations … For this reason many woman are deciding to break the traditional car buying mold and are finding success in connecting with others on the Internet to find their next vehicle of choice,” said Delia Passi, CEO of WomenCertified.com.
Leasetrader.com, an online lease transfer marketplace, reports that, according to feedback they’ve received, avoiding the dealer sales environment is the leading reason women use the online car marketplace.
If you’re female, please share how you feel about buying a car at a dealership. Can you put your finger on what makes you uncomfortable? Do you avoid buying from a dealer? Do you feel that car dealers need training in how to better serve female car buyers?
(Image via stock.xchng)
61 days ago
I do not know about the rest of the world, but Women got alot better work out of me and I would go the extra mile to get them a better deal. As far as the profit goes, that varies per individual and depends on many factors, but the key to the game with women is to keep them away from high pressure managers. A nice woman customer can turn a rotten day around quickly!!
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61 days ago
I am a 37 year old white male, proud car salesman. Recently, I left a job in disgust over this subject. What a waste of my life working for old school managers who could not figure this out. Life is so simple. Women have better things to do than waste a car salesmans time. If she is on the lot, she is a buyer, The Eddie Haskel cannot be stopped. A real car salesman will worship the ground she walks on. I will jump over another salesman to get to a female customer. I decided after it went down perfect between she and I until my manager got rude to just leave the lot with her. Most salesmen figure it out quick. The managers are usually stuck in the past.
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252 days ago
I’m 30 years old, a woman, and have been in the car business since I was 22. I started as a salesperson, and am now the sales manager at a successful Audi, VW, and Volvo dealer in State College, PA. This kind of thing really bothers me, obviously it doesn’t go on at my dealership, but I am aware of it being thought of as the semi-normal way things are. Unfortunately it does exist, but I do believe it’s not the norm at most dealerships anymore. Any customer that walks into a dealership is money in the salesperson’s pocket, regardless of sex, ethnicity, religion, sexual preference, etc., so to all the car salespeople out there, let this be a valuable lesson!
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256 days ago
This has something to do with society,stereotyping women as individuals whose only “forte” is being a housewife. This ought to change….By the way, the sales guy deserved what he got and learned his lesson the hard way!!!
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256 days ago
Back in 1992, I needed a new vehicle. Although I was married, I decided to get the loan on my own, through my company credit union, on my personal credit. I did all the paperwork, did all the car shopping, and finally found a beautiful bright shiny red Plymouth Dodge mini-van I really wanted. I talked to my husband and we decided to test drive it. Afterward, we went home to figure out the final numbers and talk it over. The next day, I went to the dealership to buy the van. The guy I’d been talking to at the lot was off work that day. A different guy approached me. I told him what I wanted to discuss. He said to me in a very condescending way “Honey, just go on home and get your husband to come back with you. We’ll get you a great deal.” When I told him I was there to make the deal myself, with my money from my credit union loan, he seemed miffed. He continued to talk down to me. I finally said “You know, I have loved my Honda Civic. There’s a Honda dealership down the road and I bet they would LOVE to sell me a car. Apparently, this is too difficult for you.” The guy’s boss overheard me say that to him. He came over and asked what was the problem. I stated that he obviously didn’t think a woman could make a car deal. I told him everything the man had said. The next thing I know, the manager fired the guy right there on the spot on the showroom floor. The guy was told to pack his things and leave. I was told I was not the first woman to complain about him. I bought the mini-van within the hour from the manager for $2000 less than the other man had quoted me. I will NEVER forget that car buying experience!
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256 days ago
Becky, thanks for sharing that story. I guess the sales guy learned his lesson, I hope.
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