What  characteristics differentiate  the differences between a woman vs a man in selling autombiles  in today's marketplace?

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I agree with Grant. I am married to a professional woman who handles investment portfolios in trust accounts. Her level of trust with clients combined with her knowledgele and approachability allows her to create long term client relationships vs. male stock brokers filled with swagger, bluster and bs. I would take a smart, intelligent, cofident and caring woman anytime over a "car jock."

The point is also well made that the dealership culture must be one where intelligence, disclusure, focus on the customer "experience" and building relationships on trust are core values, In dealerships where this is not the case then they should focus on the women with the 4" heels, red cocktail dresses and gift of "sparring" that so many of our vendors have resorted to.

It has always been an advantage to me. I think in general, the major reason women do well in the business is that they are, in general, better listeners. Part of every sales persons basic training has always been that listening twice as much as you talk, is the key. I have seen it over and over again, do a good demo, land the customer on the right car and they will 9 times out of 10 sell themselves. The other reason, as much as it pains me to say it, I have always believed is this; women tend to form favorable opinions of other women much more quickly than they do of men, They trust other women more. Men will never allow their egos to believe that they can be out negotiated by a woman. Dont get me wrong, none of this is ever a reason not to be highly professional, know your product and give every customer a quality experience. Of course, the 800 pound gorilla in the room is the fact that somewhere upwards of 75% of the buying decisions are made by women which takes me back to my first point, women tend to be more trustful of other women. I have had few advantages in this business, as it is and always has been a male dominated field, laden with ego maniacal male sales manager, gm's etc (sorry guys). The advantage with the customers is one I always took gladly.

I have 6 older sisters and I can tell you that my ability to relate to women has been a huge advantage as a sales person.  Having 6 older sisters I am also an egomaniacal male (6 beautiful women telling you how good looking you are all your life will do that) but, I also have a sense of what women need to feel to make a decision of who they want to do business with. Sue put it masterfully; when a woman (specifically in this case since that is the subject of our conversation) trusts that the person across the desk is listening and genuinely cares about them,  they are that much more likely to make a decision to purchase or to influence that decision. 

 

I had a dealer tell me once that all people want is to know the best price, the best rate and the best value for their trade.  I corrected him; I told him people want to feel good about who they are buying from, what they are buying and how it will effect their budget.  We should all take a tip from women buyers and get back to the emotional influence on a buying decision.  Math is an exact science and up and down the street, cars are very similar.  The X-factor has to be the ability of a sales person to make a customer feel good about the who, what, where and how of their purchase decision.

 

Saturday I was working in a high-volume Ford store and a customer told me that the reason for his decision to purchase from this particular dealership was the way the sales person made him feel.  I suggest everyone get in touch with their feminine feeling-side and start selling a little more to emotions and influencing a customer's feelings.  That conversation is very similar to what I hear from customers all the time at all types of dealerships all over the country.  I might be wrong about this emotional-selling thing but...nah, I'm not. 

 

Keep up the good work Sue, and try ro rub off on those ego-maniacs around you.  Good selling!

Hello JoAnna,

 

Great post. If only men could learn to listen better and have intuition?

What a thought:)

 

Ian

 


JoAnna Weber said:

"People like to buy from people who are consistently sensitive and attentive to their
needs. Women are by nature more intuitive and they pick up subtle signals from others. Such
observation and awareness are skills that can be learned, and are powerful sales tools."

LARRY MULLINS
Why Do Women Make the
Best Salesmen?
Is it time that men learned
their secrets?

I love being a woman car sales rep!! I feel I have an edge over men in the field. I'm not saying that woman ARE better but I am saying that with the proper sales skills, and understanding of the sales process, I distinctly have an edge. We (men and woman) have been trained that at least 80% of women are the final decision makers in a car sale. YEAH for me! I so happen to be a woman too!!! Women usually feel naturally more at ease with me and I always let them know that they can speak candid with me and most objections are usually laid at my feetand overcome. Also on the other hand, I would say that I know as much and if not more about any vehicle we sell from the inside to out than most of the men I work with. It's great when my male co-workers ask me how much can that truck tow or how to work the technology in the vehicles, in front of their customers. I believe each time that happens, another person realizes that woman can do the same job! I do have to say that most of all of my most useful sales techniques, I have learned from many great men in the car industry but put I my own twist on them. Also, at the dealership i work at, one of the top 50 NIADA dealerships in America, was created and is still currently run by a female who shows me everyday that the stereotype "MALE" car saleman is as antiquated as cassette players. I am proud to answer the phone and inform the phone up that asked for the sales dept. because they heard my voice, that I AM in the sales dept. and it's your lucky day Mr. or Mrs. Customer :)

You're so right. Having the Emotional factor is what makes easy SAME DAY CLOSES!

David Simpson said:

I have 6 older sisters and I can tell you that my ability to relate to women has been a huge advantage as a sales person.  Having 6 older sisters I am also an egomaniacal male (6 beautiful women telling you how good looking you are all your life will do that) but, I also have a sense of what women need to feel to make a decision of who they want to do business with. Sue put it masterfully; when a woman (specifically in this case since that is the subject of our conversation) trusts that the person across the desk is listening and genuinely cares about them,  they are that much more likely to make a decision to purchase or to influence that decision. 

 

I had a dealer tell me once that all people want is to know the best price, the best rate and the best value for their trade.  I corrected him; I told him people want to feel good about who they are buying from, what they are buying and how it will effect their budget.  We should all take a tip from women buyers and get back to the emotional influence on a buying decision.  Math is an exact science and up and down the street, cars are very similar.  The X-factor has to be the ability of a sales person to make a customer feel good about the who, what, where and how of their purchase decision.

 

Saturday I was working in a high-volume Ford store and a customer told me that the reason for his decision to purchase from this particular dealership was the way the sales person made him feel.  I suggest everyone get in touch with their feminine feeling-side and start selling a little more to emotions and influencing a customer's feelings.  That conversation is very similar to what I hear from customers all the time at all types of dealerships all over the country.  I might be wrong about this emotional-selling thing but...nah, I'm not. 

 

Keep up the good work Sue, and try ro rub off on those ego-maniacs around you.  Good selling!

Shannon helps to train her co-salesmen on technique and product almost everyday.  She is successful because she isn't biased towards customers and the customers respect her for her helpful/positive attitude.  I respect her because she can sell anything to anyone and earn the biggest commission voucher of the month doing so.        Stereotypes be damned!

Shannon Myers said:

I love being a woman car sales rep!! I feel I have an edge over men in the field. I'm not saying that woman ARE better but I am saying that with the proper sales skills, and understanding of the sales process, I distinctly have an edge. We (men and woman) have been trained that at least 80% of women are the final decision makers in a car sale. YEAH for me! I so happen to be a woman too!!! Women usually feel naturally more at ease with me and I always let them know that they can speak candid with me and most objections are usually laid at my feetand overcome. Also on the other hand, I would say that I know as much and if not more about any vehicle we sell from the inside to out than most of the men I work with. It's great when my male co-workers ask me how much can that truck tow or how to work the technology in the vehicles, in front of their customers. I believe each time that happens, another person realizes that woman can do the same job! I do have to say that most of all of my most useful sales techniques, I have learned from many great men in the car industry but put I my own twist on them. Also, at the dealership i work at, one of the top 50 NIADA dealerships in America, was created and is still currently run by a female who shows me everyday that the stereotype "MALE" car saleman is as antiquated as cassette players. I am proud to answer the phone and inform the phone up that asked for the sales dept. because they heard my voice, that I AM in the sales dept. and it's your lucky day Mr. or Mrs. Customer :)

Right Now I have a woman Internet Mgr and 4 women in sales and Only Int Mgr has more than 1 year Experience --- They Kick Ass!!!!

This conversation loses me a little bit.  I believe that all male and female sales people have the opportunity to be great.  There are no secrets and all skills needed to be successful are well documented.  Does gender really have anything to do with it?  Isn't that like saying you would have need blue eyes if you want to be on top of the sales food chain at your dealership?

I think the discussion is Not about a women vs men thought process but the realization that women have had a hard time breaking into our business that they are good at. I grew up in Real Estate and in my youth I hardly remember any women Realtors but by the time I started my career I was now one of the only male Realtors.

Every dealer I speak with all say they wish they had more women on the floor. Every dealer in that same conversation wishes they had at least one F&I Mgr female but its hard still to get there.

Not a right or wrong and not a push to affirmitive type action.

Let's put the best player on the field to win in the Best possible postion for their skill set.

Jim

P.S. we need Outlook-like spell correct here LOL

Wonderful question brother, Aaron Kominsky!

Excellent source of responses here. I will share with you this: Tonality of personality is a reflection of ones mentality; make no mistake, what one says is of equal importance as to how one says it. Most important is intent behind it!~ 

I think Joanna touched on something here; in my humble opinion what she shared is not limited to women as many men fit the mentality as well. 

"People like to buy from people who are consistently sensitive and attentive to their
needs. Women are by nature more intuitive and they pick up subtle signals from others. Such
observation and awareness are skills that can be learned, and are powerful sales tools."

I do believe it's in educating others on the intent of serving and the how to do. I've found great success selling automobiles by making simple sense, being a problem solver, a "solution specialist" per-say! Value is well exposed when the mission exceeds the commission!~ What I mean by this; serving others is not so much as what we can do to people, it's more so in what we can do for people; without question the end client can sense and feel - INTENT. I've experience great success with both women and men who sell with a servants mentality.

Thanks for the brain stimulation brother, Arron Kominsky!~ 

At first glance I had to wondered whether you wanted men or women beating you up. I honestly think this is as inappropriate a question as whether blacks or the LGBT crowd are better. I have seen women who are extremely coachable, who also have the emotional and physical endurance to stick with it to find success. And I have also seen men with the same attributes. I have to say that in MY travels, luxury dealerships have tended to have far more women attempt sales than the mainstream brands.

I think a greater number of mediocre and sub-par MALE salespeople than FEMALE end up staying in the business for some reason - perhaps women tend to have skillsets that afford them other income opportunities - clerical skills that many (most) salesMEN still seem to lack. I don't know. I DO know I also experience women on sales floors who are used to achieving success and getting their way based on LOOKS and a perpetual learned helplessness. In a business sector that is still male-dominated, I find THIS creates much more animosity among men than simply their gender.

Oh, and on a personal note, the fact that women can get away with 'dress' shorts and tank tops while men have to wear slacks and/or ties to be a ludicrous double standard. all IMHO, of course.

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