Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
The statistics about the importance of women as a consumer are very familiar to all of us. Women account for 85% of all purchases which includes everything from homes to groceries and control TRILLIONS of dollars of wealth in this country. For those of us in the Automotive Industry, we know how vital the women consumers are to all of us; after all, they represent over 65% of our business. The challenge for all of us is how to make our place of business a comfortable place for women to patronize and purchase our products and services. It goes without saying that the place where business is conducted must be inviting to both the women and men who come through our doors AND it must also reflect the marketplace in which we do business. Having said that, many of us do not know how or where to find the women we need to hire.
GET THE WORD OUT
Based on my experience here are some suggestions: Create awareness that your place of business is hiring women and what career opportunities it has to offer.
Turnover in any is business unwanted and it seems that in the Auto Industry there is a higher percentage than other businesses. By having policies in place to attract and retain talented employees: it will increase your customer base, reduce absenteeism, reduce costs, improve employee morale, and very importantly it will positively impact your bottom line.
This compilation of best practices is my insight into what needs to be in place to attract and engage women but it is also important to remember that companies pursue programs and practices that specifically fit your organization, your workers, and your managers. What is most vital is to harness the skills, talents and hard work of everyone on your team. Customers want to feel comfortable, respected, and trusted and so do your female (and male) employees. ——————————————————————————————————————————————
Written by: Patricia Roberts who is the Director-Business Development for AskPatty.Com. She has +39 years of experience in the Automotive Industry which includes increasing the number of women who own and who work in dealerships. Prior to joining AskPatty.Com, Roberts was the General Director Women’s Retail Initiative on the General Motors Vehicle, Sales, Service and Marketing Staff in Detroit, MI. She was responsible for programs to increase the number of females in retailing for General Motors. This included the recruitment, training and appointment of female dealers, working with dealers to attract more women into automotive retailing positions, and to provide an enjoyable selling and service experience.
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