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Looking at American society today, women are definitely in the driver’s seat, purchasing over half the cars sold and influencing the purchase of over 80%. With such a critical impact on automotive decision making, you’re probably wondering then, why is this industry so behind in placing more focus on them and their needs? Well, perhaps it’s because men still hold the majority of high-ranking positions in the automotive world. Although women are (very slowly) breaking through the barriers, it’s still controlled by men!

WOMEN NEED TO BE SATISFIED

According to surveys conducted by CarMax and Capital One Auto Finance, women continue to be unsatisfied with their car buying experience. Studies continue to illustrate that women are increasingly purchasing more and more vehicles, yet their visit to the dealership has not improved. In fact, it’s often referred to as “traumatic.”

MEN DRIVE THE SALES

Men don’t only dominate the high-ranking positions in the auto industry, they drive the sales. In fact, women only make up about 8% of car salespeople. Women are just viewed upon as being less aggressive. Although both men and women give the car buying experience a negative connotation, women often take men along with them because they anticipate being treated badly. I’m sure you’ve all been in that spot before- whether you were the man accompanying your wife or girlfriend, or the woman pleading your father or brother to come with you.

"I'M JUST SHOPPING AROUND..."

The disparity often lies in the lines of communication between the salesman and the buyer. Women like to take their time and “shop around”, and they’re not afraid to let the salesguy know that they’re “just shopping.” Redflag! Two things could happen at this point. The salesperson ignores the lady and moves on to help the next GUY that just walked in. Women take this as discrimination; they get frustrated and pissed off when they realize the person that was supposed to be helping them disappeared and they can’t get their questions answered. (I don’t blame you- that’s why I’m here to help with that.) OR, the salesguy, with all his tactics, will somehow find a way to con the shopper into buying a car she really didn’t intend on purchasing that day. And again, the women leaves feeling aggravated, manipulated or pissed off that she allowed herself to be put in that position. You’re supposed to be thrilled, feel excited-- like a little kid getting a new toy when you buy a new car, right????

Interestingly enough a study completed by Princeton University and www.Edmunds.com concluded the following:

• 2.5 times more women than men said they feel "a great deal of apprehension" about negotiating.
• Men initiate negotiations about four times more often than women.
• When asked to pick metaphors for negotiations, men picked "winning a ballgame" and a "wrestling match," while women picked "going to the dentist."
• Women will pay as much as $1,353 to avoid negotiating the price of a car.
• Women are more pessimistic about the rewards available, and so come away with less when they do negotiate-on average, 30 percent less than men.
• 20 percent of women (22 million people) say they never negotiate at all, even though they recognize negotiation as appropriate and even necessary.
• Approximately 80 percent of women feel pressure when browsing for cars in showrooms — and yet women play a critical role in nearly 60 percent of new vehicle purchases, according to Edmunds.

TAKE CONTROL!!! ...OR SAY GOODBYE

I don’t know if I’d compare negotiating for my next car with going to the dentist (at least not if you have as many cavities as I do), but well, you can see the point being made. The important thing to remember for both men and women is that you are in control of the situation-- don’t allow yourself to lose that confidence. You can always walk out if you’re not getting the treatment that you deserve by the wise-guy in plaid pants, (there are a ton of car dealers out there.) Now on that token, in order to remain in control, you need to walk into the dealership prepared! Don’t expect to come out ahead or strike a great deal if you don’t know what you’re talking about. A recent survey showed that women are more likely than men to visit a dealership without doing any prior research.

PREPARATION BEFORE PURCHASE

Research and lingo is key- I mean come on ladies, you wouldn’t go browsing for your next Louis Vuitton bag without doing your research beforehand, would you? You know how the sales rep will look at and/or treat you if you don’t know what you’re talking about. I was just reading an article from the Wall Street Journal about shopping in a luxury district, and it reminded me of car shopping, as the emotions that accompanied the shoppers frequently included "delight, shame, disappointment" and "self-indulgence." Luxury boutiques often profile their potential customers, and send signals that are unwelcoming, reflecting exclusivity. Sound familiar? Well the same applies for the car biz. Forget about it, you might as well stay home. You won’t be taken seriously. Be prepared before stepping out or yes, you’ll fall into the pool of those with the “traumatic” experience.

The number one thing to do is to research vehicle prices- not only the price of the car that you’re looking to buy/lease, but if you’ve got a trade-in, know the value of that car! There are a lot of tools out there, whether you’re relying on a traditional source like newspapers, or you’re surfing the Web. You can find what you need (and should do so) before you walk into a dealership. It’s a lot easier to negotiate and remain in control when you can justify your argument.

Another point that consumers often forget (or don’t realize) is that there is a huge range of financing options out there—banks, credit unions, online financial sources. Do some investigating. The dealer is not the only one who can provide you with the financial assistance you require, AND he or she may not offer the best rates. And if you have any specific questions on auto loans, feel free to ask me. You know I’ll be honest with you….

“SAY WHAT??? SHOW IT TO ME…”

Know your budget, and also know what you’re looking for in a car- from the drive train, to the horsepower, to the 5-disc player. You’ll be amazed at how much more seriously you’ll be taken if you know some of the car “lingo.” And finally, don’t be afraid to be demanding! Take your time when you’re looking through the sales contract, and read all the fine print. If you have questions, ask. If you need an explanation, demand it. You’ll appreciate taking these extra steps later on when your monthly payments aren’t sky high, but what you estimated them to be, and you’ll feel a sense of accomplishment and satisfaction as you cruise off the lot.

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