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When it comes to buying cars, there are so many decisions to make, what manufacturer, what model, which colour we prefer, what budget we have…the list goes on, but when in a couple who really makes the final decision?
Will a man be brave enough to buy a car without his partner present to help make the decision? Will a man admit that he cannot make this decision without her, if he does, will he then give the sale executive leverage, to use it against his sense of manhood and independence?
Why do we always assume that only one half of the couple will make that final decision, surely it is a joint agreement all the way?
So, if this is true, then how come dealerships are still treating men and women differently when they come into the showroom looking to buy a car?
If a couple arrive together, the sales executive will automatically approach the man first, assuming that this is him making the decision to buy a car, regardless of whether the car is for them both or even just for her, they will even ignore the fact that the woman may have an exact knowledge of what SHE is looking for.
But, with more than 65% of car buyers being women, and a huge 93% of women having a decisive influence in all car sales, they might not be the one signing the cheques on every sale but they are a huge part of the decision.
Car buying for women still remains a prickly experience for a huge majority, and they are still taken advantage of, spoken down to and under estimated, with the sales executives still putting pressure on women to buy on the spot. They are even given a raw deal compared to men, in fact they will still pay on average £534 more than a man.
When tests and research was carried out, it showed that couples shopping together got the best deals, even when it was the woman leading the discussion and negotiation, so why do they get the better deal when with their partner, but not alone?
Car dealerships need to wise up to the current market and realise that women are now the key to most sales, and if treated correctly from the beginning, more sales will be made! Of course there are car dealerships out there which do understand this. But typical of the motor trade, they tend to be very slow to embrace changing thinking.
Article Source: http://EzineArticles.com/
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