Australian SHEdrives is bent on making the automotive industry female friendly. Whether it's assisting women in buying a car online from their virtual dealership, discussing auto fashion, or training dealer sales staff, the aim is to make the process of buying a car easy and fun.
Although women buy more cars than men and have a say in up to 85% of purchases made, Juliet Potter, founder of SHEdrives, felt the car industry wasn't doing enough to accommodate female buyers. Unfortunately, women are still often patronized or even humiliated when they go to a dealership. Salesmen either ignore them, or try to sell them cars based on colours or interiors, addressing the more important details to men.
Which is why SHEdrives is taking a two-pronged approach: educating both consumers and salespeople. Car dealerships send staff to SHEdrives seminars, and sales teams that complete the training are given a female-friendly accreditation.
On the buyer's side, SHEdrives advises consumers on which models suit their needs, and also offers advice on maintenance and buying used cars. Of course, the automotive industry isn't the only male-dominated industry that needs to take a friendlier approach to female customers. What about builders and plumbers? The DIY industry? Ditch the bad attitude, and win yourself customers!
About Ask Patty:
Women purchase half of the vehicles sold in the United States each year, spending over $80 billion. Yet, shopping for and buying a car can be a challenge for women who are first time car buyers or for women who had a bad experience in the past with a car salesman or dealership.
The “Ask Patty” blog is a safe place for women to get advice on car purchases, maintenance and other automotive related topics. Women can ask Patty for automotive advice on the Ask Patty blog, Patty will typically reply back to you the same day. Selected questions and answers will be answered by the panel of automotive women experts for the benefit of all women.
Who are these newly hatched automotive expert blogging chicks?
Deborah Renshaw - Highest Ranking female NASCAR professional race car driver and daughter of Dan Renshaw, owner of Renshaw Automotive Dealer Group, worked for the National Automobile Dealer Association and the Richard Petty NASCAR Driving Experience. www.deborahrenshaw.com
Sandra Wingate - President of the only woman owned certified automotive service advisor training school in the US www.conceptschools.com Need a good "high paying" career? Become a service advisor!
Heather Becklin - Student Body President of the Northwood University, Midland MI. Campus 2006 Graduating class , did her internship at Sonic Automotive, the 2nd largest new car franchised dealer group in the country ( 160 + dealerships), and is owned by NASCAR legend Bruton Smith. Heather is President of the Women's Automotive Association International Northwood women student memberships and starts her new job at Ford Motor Co. in August 2006 www.waai.com
Debbie Lee -- Started in the car business at 16 and by the age of started Professional Car Care - She washes 5000 + vehicles a month ( that's a heck of alot of bubbles ladies!) Debbie is an expert in car care and car care products. www.professionalscarcare.com
Karen Payton - VP of On Wheels, Inc., publisher of the premier diversity online and print publications for minorities; African Americans OnWheels, Hispanic Americans OnWheels, Asian Americans OnWheels. www.onwheelsinc.com
Gayle Clark - Owner of Motor City Sales and Service.....Gayle hold hands on classes for women to learn how to do their own car maintenance and minor repairs, she is our "fem-da-la-car-fixer"!! http://www.motorcitysales-services.com/
Daytona - First women to be a pit crew member on a sanctioned NASCAR race team...ASC certified technician, entertainer and car savvy woman extraordinaire...Daytona is the host of her own live radio show: Daytona-N-Friends www.daytona-n-freinds.com
Dr Karen Salvaggio - Is there a doctor in the Ask Patty Hen House???????? YES ! Dr. Fem Automotive, race car driver, educator and editor evangelist for women racers seeking corporate sponsorship, which is a tough road to hoe for female race car drivers trying to get to the top of their respective racing series. Check her site out: www.thundervalleyracing.com
Kim Tinkham - Owner and Editor of Tink Ink Publications, Kim is writing a new book on women's car buying experiences and has much to share on the do's and don't when visiting car dealerships. Kim needs your help on her research ...take the Well Wheeled car buying experience survey here:
http://askpatty.typepad.com/take_the_well_wheeled_wom/
Glenda Gill - With 20 years under her proverbial "skirt" working on diversity programs at General Motors....Glenda recently accepted a new position and relocated to the Los Angeles area to work for Jessie Jackson at www.rainbowpush.org , as the Executive Director of diversity/minority based Automotive initiatives.
The RainbowPUSH Coalition is a progressive organization fighting for social change. As a mighty coalition of conscience; workers, women and people of color have the power to make the American Dream a Reality!
Go to Ask Patty and post your Car Questions , Stories and Comments!
Link to Ask Patty http://.askpatty.typepad.com
Still laying eggs so please "blog in' once in a while to meet the new automotive expert Ask Patty bloggin' chicks hatching soon..............
Jody DeVere
Mother Hen
&
President
Ask Patty
&
President
Women's Automotive
Association International
www.waai.com
WAAI Mission Statement:
The Women's Automotive Association International is the automotive industry's
premier professional organization, established in 1995, to:
• recognize the achievements of women in the industry;
• provide educational e-news to automotive career-focused individuals;
• build relationships through networking and other interactive forums; and
• encourage growth through mentoring, educational endeavors, and scholarships.
The focus of the Association is on the development and retention of women leaders and the education and support of all persons, without prejudice, who have an interest in the automotive industry.
Your article said: 'Of course, the automotive industry isn't the only male-dominated industry that needs to take a friendlier approach to female customers. What about builders and plumbers? The DIY industry?'
Well here in the UK there has been a website set up specifically to list female plumbers, accountants, builders, mechanics etc called http://www.saferservices.co.uk and so in future address the balance. More women are learning a trade and finding it a more flexible and financially beneficial.
With 20+ years in the car business, I have seen the attitude on the showroom floor change thanks to the internet arming female clients with information, the ultimate power. Unfortunately, the lack of female sales reps is still the #1. problem with educating dealership personnel. I suggest the women car buyer ask for a female sales person when contacting the dealership. If they don't have any, consider that the #1 telltale sign of finding another dealership. If they can't attract 1. women salesperson, there is a problem with the mindset of the ownership.
There are good male salesmen that know how to treat and respect female clients, but how are you going to determine which one he is in the gaggle standing by the front door? Good luck in your car shopping.
Sarah Lee Marks
www.mycarlady.com
sarahlee@mycarlady.com
Hi there, I am the National Franchise and Marketing Manager for McCarthy Call a Car (www.callacar.co.za) in South Africa.
We are a virtual lead generating company for over 200 dealerships in South Africa. (I have been in our motor industry since 1982!) I think this article is great and we are also starting to set up ladies day workshops at participating dealerships to teach our ladies more about their vehicles. I will appreciate all the assistance and ideas!
Great articles! Keep it up Ladies.
Regards
Christa
Hi
Very interesting information! Thanks!
Bye