Bridging the Automotive Gap: The Voice of the
Female Auto Consumer
Speaks to the Voice of the Dealer
(Car-Buy-Her on Hand at NADA Conference)
February 14, 2006 ------ Sheronde Glover understands
the female auto consumer. Her company Car-Buy-Her, an automotive
resource that empowers women through information, education and
research, and works with dealerships to build woman friendly establishments,
gives the female auto consumer a voice.
Glover was on hand at the 2006 NADA Conference held this
month in Orlando, FL.
Her goal for her company is to help bridge the gap between the
female auto consumer and the automotive dealer by educating both
and building better relationships. Glover shared her thoughts
about the conference, the industry and the female consumer.
What's your goal for being at the conference? Car-Buy-Her
is the Voice for the Female Auto Consumer and NADA is the Voice
of the Dealer ---- sounds like a great place to be. Car-Buy-Her
serves as an advocate for women and we want to be a liaison for
dealerships so the two can come together and build successful
buyer/seller relationships.
What is the VOICE of the female auto consumer? Women still
feel very intimidated by the car buying process. They are concerned
about being taken advantage of and that's a problem. Women are
influencing 80% of buying decisions and are the fastest growing
market for automotive sales.
What should dealers know about female auto consumers?
Dealers should understand that women are a growing market, not
a niche market. Dealers that understand this and respond by implementing
programs that cater specifically to this audience will be ahead
of the others. Women want to be treated fairly when they go into
dealerships. They are intelligent --- they don't want to be ignored,
talked down to, or told, "to come back with their husbands".
Being open and honest with women creates good will that certainly
begins the process of brand loyalty.
Why is this important to dealerships? Dealerships, like
any other business must understand the concept of longevity vs.
short-term selling when it comes to marketing and brand building.
Acknowledging women as viable forces affecting the automotive
business is critical to the success of the industry. Statistics
say that women are loyal to their brands. If a woman has a good
experience she'll tell her friends and colleagues. Likewise, if
she has a negative experience she'll tell her friends, colleagues
and anyone else that is willing to listen. A dealer that is in
business for the long haul can expect business for generations
if they commit to treating women well in the beginning.
How can dealerships improve? Dealerships should invest
in training and educational programs that will assist sales and
services staff with working with women. Without customer service
and sensitivity training tailored to working with this group,
sales and services staff can unknowingly offend and ostracize
a female consumer and lose the sale in the process. Dealerships
must also be open to evaluating themselves and be willing to admit
that changes might be necessary.
What suggestions would you offer NADA? I was very impressed
with how well NADA takes care of their dealers. I would suggest
that NADA continue to provide dealerships with informative workshops
and keynote speakers that will help them to build productive,
prosperous dealerships --- and part of that should be teaching
dealers how to be
woman-friendly.
Sheronde Glover is the founder of Car-Buy-Her, an automotive resource
that empowers women through information and education and helps
dealerships build women friendly establishments through innovative
products, services and programs. The company hosts a virtual web-space
for women at car-buy-her.com and recently started the CSI Automotive
Club for Women. For more information on the company and its programs,
individuals may contact 770-210-0726 or visit
online at www.carbuyher.com.
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