In these tough economic times you would think auto dealerships would get a clue, again they haven't. You see as a woman and a web professional, I prefer to conduct initial dealings via electronic communications to reduce what inevitably will have to happen - i walk into the dealership.
Let me digress, I have been seeking a new car for the past 9 months, not in a hurry and continually searching for the best car, at the best price and available. I did walk onto a local dealership lot, 3 times over the last couple of months. Know what happened, all three times as I was reviewing the car stickers in plain view of the main showroom a salesman never approached me, 2 walked right past me and never looked in my direction.
This has not been the first time, in my previous car purchases I have often brought along a male friend as both support (to quell my impulse buying) and for a test - who would the salesman approach first. Of course, it was always the friend they addressed first and offered a hand. Really.
Why is this a problem? Well statistically, women comprise 80% of the auto buying decisions either as an individual or as part of a family unit. 80%; that is a large percentage to ignore, but yet they do.
In my research, I have found a few cars I like and contacted the dealership through their forms with exact specifications as to what I am seeking. What did I get in return? E-mails with the following:
- Contact me or come in and we will find the car you want - I did contact you and I did give you the exact car I was looking for.
- We don't have exactly what you are looking for, but how about these, for which it included different models and color schemes I specifically stated I would not consider.
- Generic messages about the car and current offers.
- One responded to my e-mail 2 days after inquiry, when I responded back I was very interested in the vehicle I received no response back. Forwarded the inquiry to the general sales manager, he as well didn't respond back until 2 days later, with an apology and the car had been sold.
But sadly they don't and are losing a lot of sales because of it, they want you in their dealerships so they can wheel and deal you, 'speak to the manager' and keep saying I am working for you - no you are not.
And interesting new twist is now the e-mails are being responded to by women (or young girls), I guess this is a softer gentler approach, but when you respond to their e-mails, the actual salesman responds - nice bait and switch.
Get with the program people, the day of sleazy car salesman is dying and/or dead. So here are a few tips for you.
- Respect every woman that walks into your dealership as a potential buyer and address them accordingly whether or not they are accompanied by a man, quit making assumptions. Its as simple as a question of who is seeking a new car today and go from there.
- Don't treat your internet channel as a step-child or must have to do business, in the future it WILL be your business and the faster you realize this the better off your business will be.
