by Brian Byrne. A marketing workshop organised by Galway-based Pragmatica Business Solutions heard that any Irish motor dealers are putting their businesses at risk by ignoring the needs of female motorists.
CEO Pearce Flannery presented the findings of a survey of over 2,000 female motorists which suggested that the specific and individual characteristics of women car buyers are largely being ignored by the motor industry at retail level.
Manufacturers such as General Motors and Volvo are working towards providing vehicles tailored to the male and female image, he said, adding that this process 'must be mirrored at the retail level of the supply chain'.
“Women want to build relationships with their dealer," he said. "They do not wish to be given a hard sell. Relationships with individuals are a must. They buy with their brains and not with their hearts.
“In a growth environment such as this, effective female friendly customer relationship management is not only essential but crucial."
The top five dislikes of the woman motorist in dealing with motor dealerships are patronising and pushy salesmen, lack of clarity and transparency in the sales process, rudeness, no courtesy car, and dealers who don’t return telephone calls.
