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Car dealers are crying out for more female sales reps - May. 31, 2008
Automotive sales is an exciting, fulfilling career, but outdated stereotypes may discourage women
Visit any new-car showroom in the GTA and you'll likely encounter a decades-old tradition in our industry.
Chances are the sales rep who greets you will be male. In fact, women comprise only 12 per cent of the sales force at dealerships across Canada. That statistic is both puzzling and frustrating to dealer principals, including myself.
Why are women so under-represented in auto sales? What is it about selling cars that appears to be such a turnoff? Women have the same opportunities as men to succeed in this profession, and yet they continue to avoid our industry.
Several theories exist: male-dominant environments, unpredictable income, long hours and inadequate product knowledge.
Let's examine each one. Sixty-five per cent of all car purchases in Canada are made by women, and women influence 80 per cent of all automotive purchases. For a woman to succeed in car sales, a majority of her dealings would involve interacting with other women.
Female sales reps have told me that some male customers are initially reluctant to talk with a woman, assuming she doesn't know enough. But once a female rep applies her knowledge, professionalism and skills to the sales process, those prejudices disappear.
What about the long hours? It's true that when salespeople start out, they are expected to work 50 to 60 hours per week. But name me a professional sales job in any industry that doesn't require a large investment of time, at least in the first few years.
All salespeople should view long hours as an investment in one's career. Success in auto sales stems from developing relationships with customers, and the harder salespeople work at developing those relationships, the more they'll earn.
Successful sales reps in the GTA earn between $50,000 and $100,000 annually; and some earn considerably more. Female sales reps often rank among the top earners. Most dealerships also provide salespeople with demo vehicles, a perk worth thousands of dollars per year.
What about inadequate product knowledge? I've never understood that rationale. Yes, there is a learning curve in mastering auto sales, just as there would be in selling real estate, pharmaceutical equipment or computer software. Why should car sales be viewed any differently?
I've met many female executives who had no prior experience, knowledge or passion for the industries in which they excelled. But they excelled despite these apparent barriers to entry.
Dealerships and manufacturers offer extensive training, nurturing environments and opportunities for career advancement.
I have a theory about why our industry doesn't attract female salespeople. It has to do with an outdated stereotype about dealerships, and a stigma of working in car sales.
Today, automotive sales is a respectable profession that attracts bright young men and women. They find the work engaging and challenging. They are well compensated for their efforts and fulfilled in their careers.
The education and training opportunities are first-rate. Today's dealerships offer a level of comfort and convenience that is among the highest of any retail environment .
Our industry needs to do a better job selling automotive sales as a viable career option for women. High school guidance departments and career counselling professionals should not be averse to recommending auto sales to female students who are smart, ambitious and enjoy working with people.
Our industry is crying out for more female sales reps. If you are looking for an exciting career in a fast-changing industry with plenty of upside – financial remuneration, advancement opportunities and job fulfillment – then you owe it to yourself to check out auto sales.
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