20/06/2019
Why is it so hard to buy a car if you’re a woman?
Women influence 80-85
per cent of all car-buying decisions, and yet many still dislike the process.
Anecdotally, many women when asked will have a story about feeling dismissed,
patronised or ignored while car shopping with a dealer.
And you don't have to
look hard to find multiple articles reporting women describing the car buying
process as making them feel 'stressed', ' and 'overwhelmed'.
So what is it about
the car buying process that makes them feel this way?
The male-oriented
industry means car yards and dealerships can be intimidating, making women feel
like they're 'prey in a glass box'. Salespeople can aggressively target women
to make a sale, quote higher prices and assume women know less about cars than
their male counterparts. If a woman brings a man along, the seller often talks
to him instead of her. Worst-case scenario, but not unheard-of: salesmen make
suggestive, inappropriate remarks to female buyers.
It's no wonder that a
woman looking for a car expects the process to feel uncomfortable. Here are
some suggestions that can help female buyers to overcome the bias and feel more
confident about choosing their next car.
There's a wealth of
information about cars and the industry out there. Before heading out to car
yards, it's worth taking the time to research the kinds of cars you're
interested in. That's good advice for men, too.
Go deep – learn about
prices and optional extras of makes and models. Take notes, and bring them with
you when you shop. It might also be worth reading some of the car-dealer
reviews or feedback online , too, so you know what barriers you may be facing and
can prepare for them.
LET THE SALESPERSON
KNOW YOU KNOW
When you shop for a
car, bring your research, along with some in-depth questions. Indicate that you
know what you're talking about and don't be distracted by 'women-friendly'
features or special add-ons. Stick to your questions, and write down the
answers. If the seller deviates from what's already been said, you'll be able
to pick up on it easily.
KEEP YOUR FINANCES TO
YOURSELF
The dealer doesn't
need to know what your financial situation is, or how you intend to pay for
your new car. The less you reveal, the less ammunition the dealer will have to
pressure you into a sale. Don't discuss payment options, just stick to
negotiating the price.
DON'T RUSH
It's a really good
idea to take your time – unless you need a car urgently there's no reason to
close the deal immediately. The longer it takes, days or even weeks, the more
likely the price will come down, so don't rush. While you risk losing the car
to another buyer, remember that you hold the power in the negotiation. There
are probably plenty of cars that would suit you, whereas the traditional car
dealer needs to sell that specific car, so it's easier for you to walk away
from the deal.
DON'T ACCEPT
PATRONISING BEHAVIOR
If the salesperson
starts talking down to you, or trying to divert your attention to 'womanly'
aspects of a car like seat fabric, change the subject back to the important
considerations – the car's mileage, service history and age, amongst others. If
that doesn't work, ask to see another salesperson, or go straight to the
manager.
If things still don't
improve, you're within your rights to go elsewhere. First tell them why you are
halting negotiations and why they've just lost a sale – they need to know.
AVOID CAR YARDS
ALTOGETHER
While online auction
sites like Trade Me can shield you from many of these issues, there are a few
downsides. You may still find yourself interacting with dealers anyway, and
private sales don't come with the protections you can expect when buying from a
registered motor vehicle trader.
There is an
alternative. Online car buying sites like Autoport (www.autoport.nz) offer a
new way of buying cars. They present you with thousands of cars to choose from
and a far wider variety. They also take the role of importers, cutting out
middlemen's fees, which means you could get your car for as much as 20 per cent
less.
While you still end up
buying from a car dealer, you can avoid car yards entirely while still having
the protections built around the sale. For example, Autoport offers a five-day
money-back guarantee, which can essentially become a test drive. You get up to
500kms to make sure the car is what you really want. If it isn't, you can
return it in the same condition you got it, no questions asked. It is also reassuring
to know Autoport cars have also passed AA Safety Compliance standards. "We
appreciate that buying cars online is a new concept for the public – but is it
really?. At Autoport we offer all the same services as a traditional car dealer
including finance. However, unlike others we remove the risk associated with
purchasing a car by offering our 5 day money back guarantee and including a 12
month mechanical warranty" David Paviour – Autoport co-founder says.
KNOWLEDGE IS POWER -
OR YOU CAN GO ONLINE
Women haven't had it
easy in the male-dominated car-sales industry. Taking the power back is about
arming yourself with knowledge, focusing on what you want in a car, and never
forgetting that you the customer are always right.
Take advantage of the
new era in car buying with the likes of Autoport, for plenty of choice,
consumer protections, mechanical warranties, finance options, and a money-back
guarantee, without the patronising hard sell.
#replaceyourcar
#newcar #autoport #onlinecarbuying #inbetweencar #nohasslecarbuying
#moneybackguarantee #usedcars #usedcarsforsale #carfinance #tradein
#carsforsale #signupandsave #kiwiowned #findmeacar #caranswers
#certifiedusedcars #cartradein #carfinance #luxuryusedcars #safefamilycar
#onlinecardealer #usedsuv #autoportcars #importcars #carsfromjapan #carsfromuk
#carauction #carauctions #cars
Comments
Post a Comment