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Published Dec 30th 2006, 12:30am by Jody DeVere in Pressroom Articles

Car sellers learn the language of respect

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, started by a couple of entrepreneurs who thought they could make some money straightening out the problem.

Data from J.D. Power and 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 have already 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.

Matt DeMaagd, a co-owner of Battle Creek's DeMaagd GMC-Nissan, said his dealership strives to treat women as the potent purchasing force they are known to be.

"As far as customers go, we normally don't do anything different," DeMaagd said. "...Women buy as many cars as men do these days."

He said when a couple comes in, the woman often is "the controlling factor."

Steve Van Buren, a sales manager at Les Stanford Ford in Battle Creek, offered similar ideas.

"We approach them just as we would any other serious customer," Van Buren said. "We don't question their ability to make decisions.", 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. 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 saleswoman, according to a 2006 survey by the National Auto Dealers Association.

DeMaagd said his dealership doesn't employ any saleswomen right now, though they have had them on staff in the past.

Les Stanford Ford employs one saleswoman, Erica Askew, who said she doesn't tailor her pitch based on gender.

"I actually try to keep everything as equal as possible," Askew said. "It's actually really well known that women make the majority of purchasing decisions in family households."

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 "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 enterprise. gets about 20,000 visitors each month. About 50 dealerships have signed on for certification services, though none appear to be in the Battle Creek area, based on a search of the site.

Dealerships pay $225 per person for 12 months of training and $795 a month for the dealership certification.

Steve Rajnert, 32, the Internet sales leader at Dorian Ford in Clinton Township, Mich., took the initiative to get his dealership certified after finding the Web site earlier this year.

"They've actually given us a lot of information on selling to women," he said. "Women are doing a lot of the purchasing on their own. ... Sometimes the women don't feel comfortable. This trains us on how to communicate a lot better."

Rajnert confesses that he has changed the way he sells to women, and it also has improved his personal relationships, as a result.

"I give them a lot more attention than I would before," he said.

Enquirer reporter Andy Rathbun contributed to this report. He can be reached at 962-3380 or

See original article here.

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