1. Why should my dealership participate in the Car-Buy-Her™ Dealership Network and Woman Friendly Seal of Approval Program?

2.How does the program work?

3. We're already customer and woman friendly, why do we need a seal?

4. Our dealership has been around for years servicing women, why should we get a seal?

5. What will having a seal do for my dealership?

6. We've never had any complaints about our dealership, why do we need a seal?

7. What is involved in the application process?

8. Why do you require dealers sign a Code of Ethics to participate in the Seal Program?

9. How do you ensure unbiased evaluation and reporting?

10. How much does it cost to participate in the Seal of Approval Program?

11. How does the Seal of Approval improve our marketing and credibility?

12. We want to join the Women Friendly Seal of Approval Program, what now?

1. The Better Business Bureau reported the car industry as the number one most complained about industry in 2003 (1). In addition, women are still uncomfortable shopping at dealerships (2) although they purchase 50% of new cars and 48% of used cars (3). The Seal of Approval Program is a way for dealerships to re-establish trust among female consumers. top

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2. The Woman Friendly Seal of Approval Program is a fee based program that works best for dealerships that are committed to building a woman friendly environment within their dealership. Dealerships currently offering women's outreach programs or looking to establish a woman's outreach program will find the Woman Friendly Seal of Approval Program an excellent resource. Dealerships receive an evaluation through a Mystery shop, a full report for making improvements, and are promoted through various Car-Buy-Her mediums. top

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3. Over the years car dealerships have received a negative reputation, particularly among female consumers. Although the automotive industry is moving to improve this negative stereotype they must continue to rebuild their image. Our seal helps the industry rebuild a tarnished image among female consumers and provides a strong outreach and sales tool for dealerships. Participating in our program helps you announce to the world that you are indeed woman friendly. top

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4. Our program gives both new and established dealers added credibility and value, particularly during a time when the dynamics of car buying and purchasing have changed so drastically. top

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5. Having a seal and participating in our program offers additional credibility and consumer awareness. Dealers participating in our Woman Friendly Seal of Approval Program can enhance consumer outreach programs, marketing and PR campaigns. top

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6. Statistics say that most women receiving bad treatment or service don't say anything about it to the company, but they do tell their friends and family. In addition, females are prone to walk out and seek services elsewhere. (4). top

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7. Dealerships must complete an application, self-assessment, and sign the Car-Buy-Her Code of Ethics. Once documents are completed and payment is received, a mystery shop visit will be scheduled.
   

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8. The Car-Buy-Her Code of Ethics are standards by which dealerships can continue to aspire. By signing the code of ethics, dealerships are saying to female consumers that as an objective, this dealership wants and chooses to be and remain woman friendly. top

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9. Car-Buy-Her works with an independent Mystery Shopper Service to ensure unbiased reporting. Our woman friendly criteria is based on our research of what women want in dealerships. Car-Buy-Her allows dealers to self-assess and uses mystery shoppers for an outside, unbiased assessment to ensure fairness in all areas. Dealerships are provided with reports and recommendations for improvement. In addition, Car-Buy-Her offers the "Build a Woman Friendly Dealership" training seminar for dealerships seeking to improve lower scores. . top

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10. Dealerships pay an initial fee of $3,500, with several payment options available. Payment options:
    1. $500 upfront and $250 per month
    2. ½ deposit ($1750) and ½ balance ($1750) after 6 months
    3. $2,000 up front and monthly payments of $125 per month.
    4. Total upfront (Dealerships paying the full amount upfront receive a 25% discount) top

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11. Dealerships participating in our program receive a certificate and seal that can be displayed at that dealership as well as on dealership websites. Dealerships in the Car-Buy-Her network are also promoted at events, in releases, and various marketing materials. top

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12. Dealerships interested in participating in our Seal of Approval program should:
    1. Review program requirements to make sure your dealership is eligible
    2. Submit an application/ self- assessment.
    3. Sign the Car-Buy-Her code of ethics
    4. Pay the fee.
    
    Once these steps are completed mystery shoppers will be sent to your dealership for an assessment. A report is completed with recommendations and feedback. From there, certificates are awarded. top

Sources:
1 Better Business Bureau Alerts -Top 10 List of Businesses Ranked by Consumer Complaints U.S. Data
2 Survey, Power Information Network, a division of J.D. Power and Associates
3 Road and Travel Magazine
4 Bozell Worldwide and U.S. News & World Report 1996 study