Automotive News Features Ask Patty
Published Oct 16th 2006, 3:58pm by Jody DeVere in Pressroom Articles
Dealerships team up with site that appeals to women
Arlena Sawyers |
|
Automotive News
/ October 16, 2006 - 1:00 am
Dozens of auto dealerships are trying to improve their marketing to women by working with a Web site for female car shoppers.
AskPatty.com
provides a forum for women to ask questions and exchange ideas about
cars and trucks, says Jody DeVere, president of AskPatty.com Inc. in
Sarasota, Fla. The title character, "Patty," offers advice about
buying, selling, maintaining and fixing vehicles.
The site also
links to the Web sites of dealerships that have undergone AskPatty
training. The stores have pledged to make their encounters with female
customers more pleasant, DeVere says.
AskPatty.com has evolved
quickly. It began as a blog in May and became a Web site a month later.
It began soliciting dealerships for certification in July. The site
attracts 15,000 visitors a month. About 25 dealerships have signed
agreements to become certified, DeVere says.
Certification costs
$795 a month for each dealership and lasts a year. There is a separate,
negotiable fee to create a Web site that co-brands a dealership with
AskPatty.com, DeVere says.
The cost of training starts at $225
for each dealership employee. At least one third of a store's sales and
service staff must participate to earn AskPatty certification.
The training instructs dealership employees in such areas as using inclusive language when speaking with a couple.
"Assume that both spouses are equally involved, even if they don't appear to be," DeVere says.
Many women who use AskPatty.com do not feel comfortable doing business at a dealership, DeVere told Automotive News.
"We're
providing a lot of education, so women feel more confident and
competent when they go to the dealership," DeVere says. "We want to
help dealerships improve customer service scores, sell more cars and
retain more customers."
Scranton Motors Inc., a Cadillac,
Pontiac and GMC dealership in Vernon, Conn., is pursuing AskPatty
certification. The dealership's general manager, Dean Kloter, says that
his store does a good job of marketing to women but that he thinks the
work with AskPatty can enhance trust and comfort.
"It's more about listening and relationship building," Kloter says.
DeVere
says AskPatty is the brainchild of her business partner and the
company's CEO, Peter Martin. Twenty-two women with expertise in such
areas as vehicle repair, dealership management and motorsports are on
AskPatty's advisory board.
Dealerships certified by AskPatty get
access to a technology platform that includes a toll-free telephone
number. They also get tools to manage e-mail leads and to fax coupons
to Web site visitors.
You may e-mail Arlena Sawyers at asawyers@crain.com
Tags
auto, auto, auto advice, automotive news, blog, blogger, blogher, car, car, car advice, car repair, carsmagaz, dealerships, female, female race car driver, marketing, marketing to women, nascar, shoppers, vehicles Recent Posts
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