Why the Auto Industry Needs More of a Woman's Touch
To Sell Cars to Women, Industry Needs More Women to Do the Selling
- As women make 60% of buying decisions, the auto trade needs to draw women as sellers in order to win women as consumers.
- Research by the UK Institute of the Motor Industry shows that car retailers need more women because they are better suited to the modern auto sales environment than men. Women are better at following car-sale processes and are better organised than men, the research found.
- Warwick University research has shown that women are more adept at “relationship” retailing than the traditional (and increasingly less popular and successful) “transactional” form. That sea change in sales is acute in auto retailing.
- In a New Straits Times of Malaysia article, Jo Cameron of the Institute of the Motor Industry said the auto retail sector should welcome “Women in Work” programme funding from the government.
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