ATTN MANAGERS - WHY DOES THIS STILL GO ON? IT'S 2012!!!Melanie went shopping and was basically made to feel as if she wasn't even there. 80% of all sales have a woman involved and yet, too many sales people miss ...

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Comment by Ketty Colom on June 25, 2012 at 3:04pm

I wrote about this in late may, but:

Consumers, and women especially, aren’t a static demographic to market to. Learning more about your female customers and how they buy is key. Gerry Myers is CEO, president, and cofounder of Advisory Link says in order to reach this demographic you must understand the four new P’s: Pearls, Pumps, Purses, and Power. He explains:
Pearls signify the prosperity the female customer represents to businesses. Her increasing discretionary dollars can make or break even large corporations, and will in the years to come. The woman consumer is truly a precious gem and should be treated as one.
The Purse holds trillions of dollars that women will spend in the next decade. In many sports, the prize is referred to as the Purse. Think of the woman consumer as a valuable prize you need and want to secure. Without winning her Purse, you will lose not only this race but also the prospect of success in the future.
Pumps represent the force women propel in the marketplace. She isn't afraid to put on those pumps and walk out the door if she doesn't get respect, fair prices, and professional treatment. Women today wear these pumps when shopping, climbing the corporate ladder, running their own businesses, or managing their households.
Her Power is endless. Women have the money and the power to purchase. She should be sought after by you not because she makes up 51 % of the population but because she spends 85 % of the money. She is the buying agent for herself, her family, her business, and often her corporate purchasing department. She is both the inheritor of great wealth and the maker of it.

Comment by Bill Gasson on June 20, 2012 at 4:38pm

Very Important, Women seal the deal Thank you for the wake up  

Comment by John Fuhrman on June 20, 2012 at 7:30am

Thanks for the comments.  What is so amazing is that this hasn't changed since I started in the late 70's.  I always focused on the woman just because I knew it wasn't being done at my competitors.  This is why sales people should shop other dealers.  Learn what the competition is NOT doing and then DO IT!

Comment by Ian Nethercott on June 20, 2012 at 7:23am

it amazes me every day how little attention automotive staff pay to their walk in customers. When I worked in retail I payed attention to everyone, even if I was with a customer and other salesman actually made fun of me and refused to help them often, even if they were not with a customer.

Shameful I know, but unacceptable for sure......

As grant has said for years, give me the woman, she makes the call most of the time anyways....

Ian

Comment by Mr. Natural on June 18, 2012 at 8:07pm

Thanks John...Of course she was pissed. I'd be pissed if I were a woman, and I'd be pissed if she were my friend or S.O.

Mr. Natural just blogged about this this very same issue-click here.

We don't live in the 50's any more, and if we-the car business-are going to survive with other progressive businesses, we're going to have to get on the bus...Good points John, and nice video.

F.B.N.

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