Macho-minded car salesmen learn a little lesson in respectDealerships seek female-friendly certification
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 ways of the showroom.
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 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.
Dealers take extra step
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.
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.
"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.
"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.
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 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."