Respect helps sell vehicles to women
Male-dominated car industry needs help communicating
By SARAH A. WEBSTER, Detroit Free Press
First published: Sunday, December 24, 2006
Women flat-out decide, or in some way influence, most of the car and truck purchases in the United States - more than 80 percent, according to some estimates.
But talk to women candidly about their auto-buying experience, and you'll find that many aren't thrilled with the experience in showrooms.
Women still report being asked, "When are you going to bring your husband in? When are you going to bring your dad in?" and similar disrespectful questions, said Fara Warner, author of the 2005 book "Power of the Purse."
So what's a male-dominated industry like the car business to do?
Enter AskPatty.com, started by a couple of entrepreneurs who thought they could make some money straightening out the problem.
Data from J.D. Power & Associates show that the situation isn't as bad as some anecdotes suggest. Men pay a little more for their new vehicles than women, and women are a little less satisfied than men with the maintenance and repair process at dealerships.
Many dealerships already have installed child-friendly areas, with toys and child videos, and dealerships report doing their best to attract female salespeople and to treat all customers with respect.
But AskPatty.com, a New York-based Web site, aims to go a step further and help improve the communication between female customers and auto sellers.
The site educates women about all things automotive, with a staff of female automotive experts who write articles and answer questions on repair, maintenance and car buying.
AskPatty.com also provides a unique service: certifying dealerships as female-friendly after they've passed a course on how to communicate with women, which continues to pose a challenge to many salesmen.
Forty-nine percent of the nation's dealerships don't have even one female salesperson, according to a 2006 survey by the National Auto Dealers Association. The number of women selling cars and trucks in showrooms declined this year - to about 8 percent of the 231,400 auto salespeople nationwide.
"I'm not a screaming feminist waving my finger at auto dealers," said Jody DeVere, president of AskPatty.com. "I'm a businessperson, and I saw an opportunity."
To be certified, members of a dealership's sales team must read a book on how to communicate with women, titled "How to Get Rich Selling Cars and Trucks to Women," and take a training course. Then they must pass a 134-question test, which takes about an hour to complete.
"We're teaching them how to attract, sell and increase loyalty with women," said DeVere, who also has two male partners in the AskPatty.com enterprise.
AskPatty.com gets about 20,000 visitors each month. About 50 dealerships have signed on for certification services. Dealerships pay $225 per person for 12 months of training and $795 a month for the dealership certification.