American Woman Motorscene

Comments From Courtney
Death Of The Salesman: No Way To Treat A Lady

by Courtney Caldwell

Poor treatment at automotive dealerships is by far the number one complaint women still have when buying a new car. It's not just a select few who have this complaint, it's the majority of women around the entire country, and they complain with good cause.

Women of all ages, ethnic backgrounds, economic status, and size have voiced their concerns to AWM about the way they've been approached, addressed, patronized, condescended to, insulted, ignored, hit on, had sexist comments made or been down right harassed at dealerships. There's not a business or social function that I attend where ] don't hear that same complaint at least dozen times.

The stories are all very similar. Generally, women who walk in alone suffer the most. She's sized up immediately by her looks, age and size. If attractive groomed and thin, salesmen usually fall all over each other vying for her attention, or should I say business. Test drives are a must. The whole idea is to get her alone so they can hit on her.

If you're overweight, unattractive unkempt, or over 40, forget it. You'll never get a deal, or worse, treated like . Lady. Why? Because, AWM has learned from a month-long undercover investigation that treatment of women by' many car salesmen is prejudicial, sexist and bias in most dealerships. Sound cruel? That's because it is.

A carefully selected group of women whose names will be withheld at this time, went undercover into more than 100 dealerships in metropolitan areas al over the U.S. for a month for AWM Each had several disguises and went to the same dealership at least twice during the month, and in some cases, three times.

What AWM has learned is astonishingly consistent. Ninety-six dealership salesmen responded to our agents in almost the same way in every state. When agents went into dealerships looking either professional or attractive, salesmen couldn't be helpful enough. Few mentioned, "Bring your husband back, honey," a common response from most salesmen when a woman goes into a dealership alone to buy her own car.

Almost 70 percent of all salesmen called our agents by pet names at least once during the meeting, even though each woman had introduced herself by name and given him a card with her name on it. A remarkable 94 percent invited our agents to go for test drives and spent a great deal of time with them, ready and willing to teach them anything they wanted to know. And by the end of the buying experience, 62 percent of the salesmen asked our agents out. And 38 percent of those particular salesmen were wearing a wedding band. Of all the salesmen, 61 percent made complimentary references about some part of her anatomy.

These same agents dressed down from blue jeans to sweats, ponytails to wigs, no makeup to no teeth, sneakers to sandals. The response was mind-boggling. In 93 percent of all dealerships, our agents had to ask for assistance. And 72 percent of the salesmen who waited on our dressed down agents rushed through their sales pitch and told the female customer where she could find him when she was ready. Of all the salesmen approached, 75 percent suggested bringing back a husband, boyfriend or father in lieu of test driving a car. Only 20 percent asked the customer if she'd like to go for a test drive.

Our professional agents were asked more often what they were looking for and how much they wanted to spend. Our sexier agents were told more often what they should have and all the extras that would be thrown in with the deal. Our dressed-down agents had to bring up first what she was looking for and what she could afford at 94 percent of all dealerships. Seventeen percent even suggested to our older or heavier agents to try another "dealership down the road" who might have more of what they're looking for.

So the $64 million question is-or should we say $65 billion question, since that's what women are spending per annum on wheels-what can be done to fix this horrendous problem? Certainly, women should be able to buy a vehicle and be treated with respect at any dealership at any time regardless of age, race, weight, looks or appearance. The color of money doesn't change with a haircut or makeup.

Let's start with dealership owners. In fairness to them, not all salesmen at all dealerships treat women customers badly. But the problem is prevalent enough for it still to remain the number one complaint women have before, during and after the buying experience.

The majority of small-town dealerships win the highest marks for having the friendliest attitudes toward their customers, male or female. The reason is simple. Most small-town dealership owners and salespeople know everybody in town and everybody in town knows them. The relationships are more likely to be old acquaintances, family and friends.

The vast majority of the complaints that AWM receives are from women who live in urban and metropolitan areas where nobody knows your name, and in today's fast pace, most don't care. The unfortunate part of that scenario is that most cars purchased by women are purchased in these areas because that's where the vast majority of women with disposable incomes live and work.

Before we delve too far into this love/hate relationship with our local dealers, let's take pause for a moment to give kudos to our American manufacturers. They are and have been well aware of the treatment problem for several years and have implemented 'dealer sensitivity training' programs where salespeople are taught to be more aware and receptive to the female customer's needs.

While these programs are progressive and thoughtful, there's absolutely no way to monitor or control what a salesperson does once he leaves the classroom. For all we know, he could leave as an A student, think the whole thing was bogus and go back to work as the biggest jerk in the world. We hope not.

It's a sad situation that manufacturers have to even institute such a program in the first place. Manners 101 is something these people should have learned growing up. And clearly, in many cases, if they did, they are not practitioners of this old-school tradition. What happened to good old-fashioned, "May I help you?" or "How can I help you today, ma'am?"

The problem manufacturers face, as well as the dealerships, is that when a salesman treats a woman poorly, the customer leaves with not only a bad attitude about the salesman, but also about the dealership and the product. Bingo! The manufacturer just earned another brand abandoner. Earn enough of those and lose big sales, especially the way women network.

At AWM, we feel the manufacturers are making a gallant effort to bring awareness to this unfortunate problem. And we know they will continue those efforts on your behalf until the problem is resolved. However, it's a problem we must all share the responsibility for in order to bring about an effective and positive change.

ATTRACTIVE AGENT ENCOUNTERS Action Percentage salesman who used pet names.......68 Invited to test drive car.........94 Asked out on a date..............62 Married but asked for a date.....38 Made physical comments...........61 UNATTRACTIVE AGENT ENCOUNTERS Action Percentage Had to ask for help at dealership.93 Salesmen who rushed pitch, no interest;......................72 Suggested to agent to bring back man....................75 Invited to test drive car.........20 Heavier agents sent elsewhere.....17 Had to bring up what she wanted...94 GENERAL: Professional agents asked more frequently what they wanted; sexy agents told more frequently what they should have.

Salesmen are notorious for job hopping in the car business. They tend to go where the grass is greener. Unfortunately, as they hop from dealership to dealership, the rules of conduct hop right out the window somewhere along the road. So what's a dealership owner to do?

First, they must implement stringent conduct rules as well as sending all personnel to any sensitivity training programs made available by the manufacturers. And in many cases today, that's happening on a regular basis.

Dealership owners also must be sure to have trained and responsible management, giving him or her the authority to reprimand or even fire sales people who treat customers with disrespect. After all, owners can't be there at all times.

And last, salesmen need to be reported. If a salesman treats you poorly, you don't have to take it. But before you turn around and walk out the door, hit him where it hurts: his pocket. Be sure to let him know exactly why you're leaving so he clearly understands he's losing a commission over poor and unacceptable behavior. If he hears it often enough, he may just get the picture. If he doesn't hear it at all, he'll just keep on doing it.

Report any prejudicial treatment to the manager, write a letter to the dealer owner and send a copy to the manufacturer public relations division. They really do care about the customers' needs and will respond. All dealerships also have a regional manager at a regional office who handles several dealerships in his area. The dealer has that regional name and address. Ask for it, then send a letter or make an appointment to meet and discuss your concerns.

Women are great networkers. When women find something they really like or have been given excellent service somewhere, they will tell 15 friends and recommend it highly. Conversely, if she is treated badly, ripped-off or gets a bad deal, she'll tell all her family and friends, discouraging them from ever going there again. It's an extremely effective business tool. Smart business owners are cognizant that a women's networking system can conceivably make or break them.

Remember to be fair. Don't go to a dealership unarmed. Arm yourself with all the pertinent information you'll need to know to make a purchase. What kind of car do you want? What size engine? Automatic or stick shift? Make sure it offers what you want, need and can afford before you encounter your salesperson.

Do your homework. You know what you can afford and you know what you want. Before you go to the dealership, call around to see which dealership has it in stock or if it has to order it, how long will it take? What are the test drive rules, if any? How are you treated over the phone?

If you talk to a salesman over the phone who is friendly ant helpful, go meet him and check out the dealership, especially the service area. Is it clean? Is it a scattered mess? How is the service department treating the customers that are there? Make a list of what you want. Ask questions about everything that's important to you. Remember, this is the second largest purchase you'll ever make in your life. No question is a stupid question. It's your money. It's your life. It's your responsibility.

Call for recommendations from your local Chamber of Commerce. Call the Better Business Bureau for a report on the dealership. Ask family and friends with whom they've dealt and received the best service and treatment.

If you do go to a dealership instead of calling around, still arm yourself with information. Be prepared to present your needs with confidence to the salesman. If you find a bad attitude, tell the manager or the owner. Perhaps he's just one bad apple. Be fair. If it happens a second time, leave and go elsewhere, but don't forget to write your letter. Write to us and share your experience, as well. We'll make sure your voice is heard loud and clear. Your letters are always read and really do help.

Being treated disrespectfully or condescendingly when you walk into any place of business because of appearance, age, race or weight is no way to treat a lady. It is absolutely and unequivocally not acceptable.

American automakers are hard at work preparing for the next decade. As they focus their vision on fair and equal treatment for all, their newly emerging and appropriately entitled Transport Counselors will no doubt bring about the Death of the Salesman.