Buying a car is a negotiated transaction
Buying a car is a negotiated transaction. You can do it in person
or online. But most people start by visiting a dealership. When
you do, would you rather buy a car from a man or a woman, and why?
Frances Degen Horowitz
President Emerita
CUNY Graduate Center
University Professor
 In
visiting a car dealership, with an interest in buying a car, the
gender of the person with whom I am dealing is not the relevant
factor. What is relevant is whether or not the person with whom
I am speaking is someone who comes across as knowledgeable and trustworthy.
Specifically: Does the person look me in the eye? Does the person
give me information in understandable chunks? Are my questions answered
fully? Is there an absence of pressure tactics? Does the person
convey to me that that I am considered to be a serious customer
who deserves the time of the salesperson? Is the person interested
in learning something about me with respect to my history of car
ownership. Does the person ask good questions seeking to understand
what I am looking for? Are the financials related to a car purchase
presented in a clear and seemingly honest manner?
The impressions with respect to each of these questions will contribute
to whether I judge the salesperson to be knowledgeable and trustworthy.
I would be more likely to buy from a dealer if the dealer carries
a product that truly interests me, is offering it at a price I can
afford, and most importantly, if I think if the salesperson with
whom I am dealing takes me seriously, answers my questions fully,
etc. - in other words, comes across as knowledgeable and trustworthy.
I suppose the gender of the salesperson would be relevant if it
turns out that women car salespersons are more likely than men to
treat women customers as potentially serious customers; if women
car dealers relate better to women than men car dealers; if women
trying to sell a car appear to be more sincerely interested in women
buyers.
In the end, however, it is the behavior of the salesperson, independent
of gender, that I deem as critical and relevant.
Sue V Sprunk
Sprunk Associates
SVSprunk@aol.com
 My
preference would be to buy a car from a woman. I think they are
more interested in customer satisfaction and more detail oriented.
I am not sure, however, that they are as know-ledgeable about the
mechanics and specs. Regardless of the sales person’s gender,
I do my homework on the web so I know what I want and how much I
should pay for the car.
Beth Holland
beth@neatnesscounts.com
 In
choosing a car salesperson, I want to deal with someone who will
be respectful, not condescending (e.g. “Let’s involve
your husband in this decision!”) I seek someone who is knowledgeable,
looking out for my budget as well as trying to close the deal, and
doesn’t give me a song and dance or a run-around when I am
looking for hard information. I appreciate anyone who is professional
in his/her demeanor. However, I do want to see women succeed, and
if I had to make a choice, I would probably choose a woman, if my
purchase would help her to head the “star” list at her
dealership.
Janet M. Morgan, MBA
Director of Strategic Solutions Services American Express Tax
and Business Services Inc.
janet.m.morgan@aexp.com
 I
bought my last car on-line. I wanted to purchase a previously- owned
Prius Hybrid and my son sent me the link. I called the dealership
at 4 PM and had a signed deal by 6:30 PM. We drove off the lot with
it—amazing—they gave us temp plates, did the insurance
etc. and applied for the real plates which we had in one week. I
don’t care if the sales person is a man or a woman; I just
want to get the best price and good service.
Beverly Beaudoin
VP Director, DTC Advertising
Grey Healthcare Group
bbeaudoin@ghgroup.com
 I’m
one of those people who likes to go and kick the tires, so I prefer
to buy in person. And I expect service. I know what I want…and
I don’t want a hard time from some guy with a pinky ring.
The last time I bought a car I brought my husband along and purchased
from a man. The first 15 minutes didn’t go well, as he assumed
that I was along to choose the color. The light bulb went on eventually
and he straightened himself out—since I was obviously the
decision-maker who was writing the check on this one. Once he got
it, he treated me like a person, instead of condescending to me
as a woman…and my husband chose the color! So based on that
experience, I’d head right for a woman sales person as I feel
I’d be better treated. On principle, however, I’d be
happy to deal with anyone at the dealership who approached me with
respect as the purchaser.
Joan Renner
Internet consultant/IBM
joan@joanrenner.com
 To
me it makes no difference. Actually, I don’t believe I’
ve ever seen a woman selling cars at a dealership. I think this
is an area where we women should increase awareness— seek
out and support women in business. Buy from dealerships that have
women sales people. My dealership has a woman who is the consultant
representative in the service department. She is bright and energetic
and extremely knowledgeable about cars and I respect her opinion.
Carol Guerieri
President, Essential Lifestyle Planning
carol@essentiallifestyleplanning.com
 Women,
competitive primarily through learned behavior from previous generations,
don’t necessarily provide benefits of any sort to other women
other than those outside their immediate circle.
On the other hand —there exists a primal dance of sorts that
takes place when women purchase from men and men from women that
we to this day observe and, if we are honest, experience and take
full advantage of ourselves.
Flirtation exists and is alive and well on all levels, especially
during a monetary transaction for services or product, be it a lipstick,
your hair appointment, purchase of a home or apartment, visiting
your local P.C. Richards for the washer and dryer... as well as
a car!
Let’s leave well enough alone and purchase from an experienced
professional and member of the opposite sex! The fact is we will
probably have more fun and get a better price.
 The
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