New 12-Step Program Empowers Women to 'Get in the Drivers Seat'...at the Used Car Dealership
22 October 1997
New 12-Step Program Empowers Women to 'Get in the Drivers Seat'...at the Used Car Dealership
NEW YORK, Oct. 22 -- For some women, it was buying that first
computer. For others, it was mastering the confusing world of investments.
But for many women, purchasing a used car is by far the least satisfying, most
nerve-wracking experience. Second only, perhaps, to root canal.
That's hard to believe when you consider the fact that women represent
more than half of the 79 million U.S. adults who recently bought a used car.
And that nearly 48 percent of female buyers were the primary decision-maker.
So why then do so many women break out in a cold sweat at the mere thought
of entering a dealership? According to Courtney Caldwell, publisher of
American Woman Motorscene Magazine and a leading advocate for empowering women
as car consumers, it's a matter of respect.
"For years, female car buyers have been intimidated by salespeople and as
a result may have made hasty, on-the-spot decisions. Women are often treated
like we don't know what we're talking about or we're quoted prices that are
higher than our male counterparts," says Caldwell.
"Fortunately, the paradigm is starting to shift, but slowly, AutoNation
USA, for example, has taken the lead in the used car market by realizing that
change in the industry is essential -- especially where women are concerned.
They created an approach to buying a car that virtually takes the horror,
haggling and hassle out of buying or selling a pre-owned vehicle."
These new philosophies may one day revolutionize the entire used car
industry, but for now, Caldwell suggests that women acknowledge this strong
beginning and take some of the responsibility upon themselves for future
change. To help combat old fears and a few bad habits, she has designed the
following 12-Step Program for Empowering Women Buying Used Cars.
1. Get beyond the stereotype. Stored in the back of most women's minds
is the image of a wife who accompanies her husband to the dealership so that
she can choose the color of the car and vanity mirrors, while he handles the
"important" matters. Let that image go -- you can do it yourself.
2. Understand that you weren't crazy ... they were. Historically, used
car salesmen have treated women badly. Many go as far as to ignore female
customers altogether. While the indignities continue to prevail, smart
dealerships are recognizing the importance of women buyers. And smart women
are losing patience for bad behavior.
3. Credit yourself with common sense. Women are among the most
experienced of American consumers. You just need to transfer existing skills
and confidence to this new enterprise -- like you did when you bought that
computer.
4. You were born with "power brakes" -- step on them. An exhortation to
all women that we are powerful and capable of taking charge of the used car
buying experience. If you don't like the way a salesperson is treating you,
say so. Command respect.
5. Be as picky about a used car as you would with a new relationship.
Identify what you're looking for in a pre-owned vehicle, and then ask your
sales guide a lot of questions. How old is the car? Has it undergone any
structural repairs? How many miles are on the odometer? Don't rush into
anything -- even if you think you've found "the one." Take some time before
making a commitment.
6. Find the right retailer. Afraid of getting a lemon and not getting a
fair deal? Places like AutoNation USA have eliminated both fears by offering
a megaselection of quality certified cars at everyday low, fixed prices, plus
exceptional benefits like 24-hour free roadside assistance for an entire year.
Sales guides are on salary, not on commission, so they treat all customers,
male or female, in a friendly, less aggressive manner.
7. Understand what you can afford, and stick to it. There's a big
difference between splurging on an extra pantsuit and spending hundreds,
perhaps thousands, of dollars more on a car than you originally intended.
Best advice -- avoid high pressure, harassing sales tactics altogether by
shopping at dealerships that offer one price, and no haggling.
8. Read "The Rules." (Not that popular book.) Pick up a book on how to
buy and inspect a used car; browse the Web; read auto trend magazines.
Knowledge is power. Once you've identified the car you're interested in
buying, learn the pros and cons of the make and model. There is no need to
overwhelm yourself with information, but garner enough to grab the attention
-- and respect -- of the sales guides.
9. Hold your own during negotiations. Don't let a fast-talking,
wheeler-dealer throw you off guard, or settle too quickly just to put this
uncomfortable part of the process behind you. Better still, look for a
retailer with set prices. What you see on the price tag is what you get
... minus the haggling.
10. You have the right to change your mind. It's your mind. It's your
money. Do what you want! Buying a used car is a major purchase, so don't
accept any deal that's a "final sale." You'll want a way out in case you
change your mind. Look for a long-term extended warranty.
11. Lighten up. You're buying a car, woman! Why don't you enjoy this
ride? Maybe a more relaxing and comfortable shopping experience is just what
you need. Places like AutoNation USA, which feature state-of-the-art kiosks
for browsing the vast inventory; fully equipped and supervised ChildPlay
Centers; huge Automotive Service Centers; and even a place to grab a nosh
represent a new brand of megastore that recognizes and respects you.
12. Carry this message to other women. Network. Power comes through
sharing wisdom -- we learn through one another. Support used car dealerships
that employ women sales guides.
Courtney Caldwell's advice is available in a new free brochure called
"Getting in the Driver's Seat: A 12-Step Program for Women Used-Car Buyers."
The brochure was developed by women to give women the information and
confidence they need to excel at the art of buying a used car. For a free
copy send a letter-sized SASE to: "12 Steps", 500 West 43rd Street, Suite 6H,
New York, NY, 10036.
SOURCE AutoNation USA
