Car Buyin' Women !!

  

I have seen a woman drive into a dealership, on her own, park, walk around for a while, and  finally go up to the receptionist and ask for some assistance. I find this curious, as women directly influence 75% or more of ALL car sales. To watch trained attack-jackals...er, sales associates, virtually ignore her because they believe that she is not the decision-maker is almost surreal. No one can just walk around out there!! Who does she think she is?

                                                        

Why do these professional salespeople, both men and women, often ignore female customers? Much of it is due to the fact that the auto business is decades behind the rest of the business world in customer service practices, and has shown few signs of catching up. So, maybe they are surprised when women get out of the kitchen. Wait until they hear about that whole ‘voting rights’ thing!                        Women buy cars all the time, all by themselves. Amazing!   BUT....sometimes they are hampered by the dreaded “second-baseman”, the guy who thinks he is somehow helpin’ just by being there. He is not.

It is estimated that a woman will bring along a man with her to buy a car nearly 80% of the time. Is it because she needs to be helped through the negotiations? Does she need to have her trembling hand held as she signs documents? Does “all this money talk” just confuse her? Hmmm.....NO. It is because if she doesn’t bring him, he will blather on and on for weeks-- maybe years--about the deal she could have had, if only.....

 

Look, I support any man who wants to change a tire for a woman (this is one of our inalienable rights, after all, as pack-animals), but to presume to handle the finances and negotiations for “the little lady” is ludicrous. In fact, in most cases, even with married couples , the woman is in charge of the final decision. Many men instinctively know that we can often become mesmerized by shiny, fast moving objects and make poor decisions. Without that steadying influence, many of us would be living outdoors or in our cars. Of course, we would have some really cool cars !

    

Women are particularly sensitive to time-wastin’ and bull-shootin’, and it seems that being disrespected on top of it all makes enduring a difficult and expensive process that much more grating and demeaning. The majority of our clients are busy women who understand the time/money/hassle drain and simply decide to solve it. They have no need to prove themselves on the field of battle, they are content to prove themselves to themselves and to their accountant or money manager...           My advice, to any woman who feels that she is not receiving the attention or respect due her, is to simply announce, loudly, that the car is for you, you are the only decision maker, and you want to buy a car TODAY!! That will get their attention! Then, torture them for hours solely for entertainment.
--P.W.R.
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