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https://www.centerforperformanceimprovement.com/blog/2018/5/1/katie-mares-a-series-on-the-decision-maker

Most of us are aware of the disparity of female presence in dealerships.

Only one in five employees 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 ...

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