- Women used car buyers would probably trust another woman over a dude (They are all sisters man!).
- Generally speaking, women tend to be less ego-driven (Yes, there are exceptions) and are less apt to be like the usual stereotypical used car sales person. You know; loud, aggressive, totally obnoxious, hideous, etc.
- Men car buyers might trust or at least listen to a woman selling a used car more than a dude – especially if the woman is good looking! Hey, if that offends you because you think its sexist or whatever, well, sorry about that, but you better get over it – because it IS the truth.
And this article below that I borrowed from Canada.com pretty much confirms my position that women can be better at selling used cars than men (I bolded the text I thought was most important).
Keep in mind that even though this article is about a woman that has a JOB on a big car lot, which isn’t at all what I teach, the principles I mentioned above as to why women can be good at selling used cars apply.
Customers like buying from women: dealer
Automotive industry could use more women in sales, service, says one of few female general managers running a car dealership
By Lisa Wilton, For Canwest News Service
CALGARY – Selling cars is in Vicki Appleby’s blood.
The 43-year-old general manager of Calgary’s Crowfoot Dodge grew up watching her father Bill buy, sell and lease vehicles at a now-defunct used car business. In 1976, he opened his first dealership, Varsity Chrysler, which became one of the most successful car businesses in the city.
It seemed only natural that Vicki would follow in her father’s footsteps, but she had no interest in working in the family business.
“It sort of happened by accident,” says Appleby.
“I would always work in the dealership during the summer in the service department as a cashier. And in the evenings while I was going to university I would work on the night reception answering phones and doing a bit of homework.”
Appleby had her sights set on a career in psychology and graduated with her degree from the University of Calgary in 1988.
Her original plan was to spend a year working in a psychologist’s office before returning to school to get a doctorate. Her strategy hit a snag when she was unable to find work in the field. At the same time, a friend of her father’s was looking for a business manager for a new dealership he had opened in nearby High River. He asked Appleby if she would be interested in taking on the job.
“I didn’t even really know what a business manager was. But I needed a job really badly so I said, ‘Yeah, I’ll do it for a short time until I can find a job in my field.’ And then I never looked back. I started in that job and I really, really liked it.”
Appleby spent three years at the High River dealership and found she had a natural aptitude for the car business. Her father was also impressed and asked Appleby if she would be interested in working for him.
“By that time I was a pretty good negotiator,” she says. “So I negotiated with my father and said I’d see how it goes. I didn’t know what it would be like working with my father. But he sort of let me do things on my own.”
Appleby says watching her father deal with business problems and his interaction with customers taught her invaluable lessons.
“The one thing I’ve taken from him from a mentor point of view,” she says, “is he is always such a nice man and always fair to employees or customers. He’s a super-honest and super-nice guy. I think that’s the biggest thing that I’ve taken from my dad — to try to walk in his footsteps in those areas.”
Appleby spent two years working as the business manager at her father’s Chrysler dealership. They then purchased the larger and newer Crowfoot Dodge, and five years later Vicki was promoted to general manager.
“I had mixed emotions,” she says. “I was excited, but I was also unsure about taking on such an important role in the dealership.”
Appleby decided to brush up her skills at the National Automotive Dealership Association’s Dealer Academy in Tyson’s Corner, Va.
The year-long course taught Appleby the intricacies of running a dealership, including advertising, marketing, sales, fixed operations and accounting.
“When I had finished the course, that’s when I felt I’d earned my stripes.”
Appleby is aware that she is one of few women in Canada who hold such a high position in a car dealership. But she is happy to see that more females are becoming interested in forging careers in the automotive industry.
“I think there are definitely more women in the business now and I think it’s important that more women get into the industry. It’s a great career opportunity for women.“
Appleby says customers like buying cars from women because they feel they can trust them and that they will listen and address their needs better.
“Women are not only very good in the sales area, but also in service. We have a service manager named Shelley, who does a very good and the customers love her. They like talking to her, they like being one-on-one with her. She doesn’t speak above them in mechanical terms so people can understand her.”
Appleby is conscious of the fact the auto industry has a reputation for being a bit of a boys’ club, which may discourage women from pursuing careers at dealerships. But she says she has never run into any problems with her male colleagues.
“I have to say I really haven’t experienced any roadblocks at all. All the men I’ve worked with have been gentlemen and very respectful.”
She adds, “It’s important to be yourself when you’re dealing with people and interacting with them. I’ve never had a problem with it.”
Appleby suggests women who are interested in working in the automotive industry should start out in an entry level position in administration or sales.
“Seeing how a dealership operates from the ground up gives you a better understanding of how the business is run and will help you become more successful in higher up management roles,” she explains.
In addition to her busy work schedule, Appleby is also the vice-president of the Calgary Motor Dealers’ Association and a doting mom to four-year-old twin girls.
She admits that it can be a challenge balancing motherhood and a hectic career, but says a little organization can go a long way.
“It can be done, you just can’t get too stressed about it,” she says. “My husband is very supportive. If I’ve taken home a stack of work that I have to do, he’ll play with the kids and give them a bath, so I’m not staying up until midnight trying to get all my work done.
“Also, in my position I can sort of do my own hours and sort of control my own time. I’m very fortunate in that way.”