loyees are female. We are also aware that the majority of decision-makers when purchasing a car are female, and that’s a huge disconnect. Ultimately, the car-buying experience is designed by men, delivered by men, for men.
But why? Women hold 80% of the influence when purchasing a vehicle and 65% of buyers are women!
Why do you want to take the time to create ways to tailor your Consumer Brand Experience to the female consumer? Of course, there’s the obvious: she’s the Chief Purchasing Officer in her home. But also, she is also your number one referral source.
Carl Sewell, the author of ‘Customers for life,’ states that the lifetime value of a customer equates to $517,000. By not curating an experience for the female buyer, not only are you losing her lifetime value, you are also losing the potential of her referral network ...…
roper training. I feel that anyone qualified for any position is a candidate for a job. As someone who believes in training being the essential ingredient in any position a candidate should be properly trained for the position to be filled.
I have worked with women who are at the top of their field in the automobile industry. From F & I to a service technician, I would be the first to hire a female candidate as long as they were qualified and trained for the position. I keep everything in its proper perspective when I interview any candidate for a position. If the appropriate qualified person is female, so be it. But I never make a decision based on sex, creed, color or religion.
Too many dealerships hire to fill empty slots without properly providing the tools to do a job effectively and efficiently. If a male salesperson were trained the proper way to deal with a female customer, the percentages of women customers preferring to do business with another female would fall dramatically. For me personally and professionally it's about the training, qualifications and the person (male or female) performing the job function to the satisfaction of the owner and managers of the store.…
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