Are dealerships in denial about the needs of female consumers?
As the founder of Car-Buy-Her, I’m often challenged by men —- salesmen, managers and even dealership owners on the necessity of an automotive site specific to women. For those that agree that consumers do indeed need education; they rarely see the importance of focusing on auto buying from the female perspective. All consumers need to be educated they tell me. Even men outside of the industry let me know quickly, that they too are challenged when it comes to buying a car. Some just out and out disagree with me. Take Mr. Brakebill for instance, a car salesman out of Illinois who emailed me, asking for my professional opinion (which I was happy to share). I provided statistics, personal experiences, and stories shared with me from women that have led me to my passion for educating women and dealerships and my belief in the validity of the Car-Buy-Her concept and business model. Mr. Brakebill did not agree. What I received back was a somewhat close-minded, almost argumentative email of his strong conviction that there is no difference in selling to women and selling to men and competence and empathy in the profession is all that is needed. Point noted.
From time to time, I talk to a male that understands. Just yesterday I received a call from an Internet sales manager with a dealership out of DC who wants to develop a program that educates consumers, specifically women and was researching what works and what does not. Applause! Applause! He gets it. I get it, women get it, but as a whole I’m still wondering, are dealerships in denial when it comes to the needs of women?
