a big deal for woman-centered site
AskPatty.com aims to improve the communication between female customers and auto sellers. McClatchy-Tribune News Service
DETROIT 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 experiences, and you'll find that many aren't thrilled with showrooms. Auto salesmen are still from Mars, and women car buyers are still from Venus, it seems.
Fara Warner, author of the 2005 book “Power of the Purse,” said women still report being asked disrespectful questions, such as, “When are you going to bring your husband in?”
So what's a male-dominated industry such as 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 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 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.
The site even featured Stephanie Esterline, a 17-year-old from Grosse Ile, Mich., for her book, “This Girl's First Car,” on how teen girls should care for their vehicles.
AskPatty.com also certifies dealerships as female-friendly after they've passed a course on communicating with women, which continues to pose a challenge to many salesmen.
Forty-nine percent of the nation's dealerships don't have one female salesperson, according to a 2006 survey by the National Auto Dealers Association.
“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 communicating 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.
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.
The dealerships get a link on the AskPatty.com site that will direct visitors to a female-friendly dealership in their area. The Web site also provides the dealerships with a complete marketing and advertising program where the name of the dealership is co-branded with AskPatty.com.
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.
Rajnert confessed that he has changed the way he sells to women, and that has improved his personal relationships.
“I give them a lot more attention than I would before,” he said.