WHERE ARE THE WOMEN IN AUTOMOTIVE RETAIL?

Snippets taken from a recent interview I did with bestride.com.

See the entire article here:
http://bestride.com/research/buyers-guide/women-and-car-buying-how-not-to-hate-the-car-buying-process

WHERE ARE THE WOMEN IN AUTOMOTIVE RETAIL?

Take a look at Barbara Goodman’s background: She graduated from the University of Massachusetts, Amherst with a Bachelor of Science, and attended Cambridge College where she earned a Masters in Counseling and Psychology. She worked for Marriott as a director of catering, and for the Brain Tumor Society as an events coordinator.

It’s an unlikely resume for a car salesperson, but since 2013, that’s how Barbara Goodman has been making her living, with Volvo of Wellesley. “I never thought I would be selling cars,” she says. “To me, the profession dominated by men was not always trustworthy. I believed salesmen would take advantage of people, especially women.”

Barbara is a rare commodity, though. She’s in an industry that is completely dominated by men, at every level.

For Barbara Goodman, selling cars is a matter of understanding who the customer is and treating them with the respect that they deserve, regardless of their gender. “The first question should never be, ‘What color do you want?’” she says. “Never ask a woman when her husband will be coming in.” Yes, partners in relationships — both male and female — discuss expensive purchases with each other, she says. “However, it is unlikely a salesperson would ask a man when his wife will be in to finish the deal.”

“Do as much research as possible before going to the dealership,” says Barbara Goodman. “There is a lot of information online today that anyone can look up what people are paying for cars today. Consumers can research what kind of car and packages they want.’

She cautions to use that power in a positive way, though. “Consumers who are pleasant and polite could get a better deal than a consumer who is demanding, [argumentative] and rude. The latter is what some people perceive they have to be to deal with car salespeople.” She has more information for consumers on her blog.

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