Used Car Saleswoman
Sunday, May 27th, 2007Last week, Steve and I had the opportunity to make a presentation to the owner of several local car dealerships. We were presenting our strategy for marketing used cars. As we prepared for the meeting, we drew upon our own experience of purchasing three used cars over the last year and a half.
This got me thinking about the used car buying experience in general. And that got me wondering: why have I never met a used car salesperson who is a woman? I think there is a huge opportunity there.
A lot of women find success in careers as real estate agents, but I think the qualities that make them succeed in that field would also make them outstanding used car salespeople. Why are there are so many women are selling houses and so few selling Hondas?
The best real estate agents work at building relationships and getting to know their potential client long before there is actually a need. A savvy woman could use this same strategy to build a clientele in the used car market. If I got regular mailings from a used car saleswoman, like I do from real estate agents, I would certainly contact her first when we were considering buying a new car. And if she did a little research on our family, and sent us a postcard offering her expertise in finding a good car for my daughter shortly before she turned 16, there would be no reason to talk to anyone else.
Another reason I’m puzzled about the lack of women selling cars is because women today make their own decisions about what kind of car they drive. Even though we went car shopping as a couple, the decision was entirely up to me about which car we bought. And what about all the single moms who are entirely on their own when it comes to purchasing a car? Wouldn’t it make sense that a woman would prefer to work with another woman who understands her needs and lifestyle to help her find the perfect car?
I would love it if I walked onto the used car lot, and instead of the typical male salesman with the bad haircut and polyester tie, who makes me think to myself, “I should be carrying a silver cross and some garlic,” there was a woman selling cars. Not a skinny blond with big boobs in a short skirt, but a salesperson who was a mom-type. Basically, someone like myself. I would feel an instant bond of trust. “Here’s someone who’s not going to rip me off and who understands how I use a car and what is important to me.”
For example, if I had been the car salesperson when we were car shopping, I would have told us not to even bother looking at a Honda Element – even though we thought it looked like a very practical family car. That’s because it is an immensely impractical car if you have kids to pick up. The rear door can only be opened if the front door is open. I understand now why these are called “suicide doors.” If a family foolishly buys one, that’s what a mom feels like doing after the constant shouting among the kids to “Open the door so I can get in!”
The rationale that cars are a man’s domain just doesn’t hold up anymore. Guys don’t change their own oil or tinker with the timing on their cars. Today, cars are mechanically very dependable. So the features of a car that really matter to me, in addition to safety and appearance, are things that only another woman – and not those young bucks hovering by the door of the dealership – are going to relate to. I want to know, “Is there a convenient place to set my purse so I can answer my cell phone when I’m on the freeway?” or “Will I develop a hernia trying to get 50 pound bags of cat litter into the trunk?”


