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Society of American Florists Features Ask Patty!

Published Feb 21st 2007, 8:59pm by Jody DeVere in Pressroom Articles

Auto Sellers Court Women

 

When it comes to selling, the language you use is important -- and it's not gender neutral. At least, that's the theory of a few entrepreneurs who started a Web site, www.askpatty.com, to "help improve the communication between female customers and auto sellers," according to a recent story in the Chicago Tribune.

The site gives women information about automotive issues -- from purchasing to maintenance -- and "certifies" dealerships that have passed a course on how to communicate with women as "female-friendly."

"We're teaching (dealerships) how to attract, sell and increase loyalty with women," said Jody DeVere, president of AskPatty.com

The site gets about 20,000 visitors each month, and about 50 dealerships have signed on for certification services, which cost $225 per person for 12 months of training and $795 a month for the dealership certification. Why spend the money? Because women influence up to 80 percent of all household purchases, according to estimates cited in the Tribune story.

Florists have a different gender gap: Women account for 78 percent of all floral purchases, according to the Ipsos/AFE Consumer Tracking Study, 2004. Find out more about what both men and women are looking for in floral purchases with information from SAF's Consumer Attitudes & Behaviors About Floral Purchasing study.

--Mary Westbrook
mwestbrook@safnow.org

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