ADVICE FROM
THE TOP
Making smart car-buying decisions
Written by MICHELLE ONODA
Photography by JOHN MUELLER
For some women, the prospect of purchasing a new
or used car may seem daunting. The thought of
going through those shiny glass double doors to be
approached by a salesperson evokes feelings of
discomfort, anxiety or fear. In times past, many of us have
equipped ourselves with brothers, fathers or male friends to
ward off the anticipated.
Well, ladies, there’s a whole new world, and here are the
reasons why.
DENVER WOMAN visited four car dealerships in the
Denver area, some of them owned by women, and asked, “What do women need to know when purchasing a car?”
Their answers might surprise you, but if you take their advice,
purchasing a car might be the most fun-filled and empowering
experience you have had in a long time.
We visited Lisa Schomp, president and owner of Ralph
Schomp Automotive; Mary Pacifico-Valley, president and
owner of Rickenbaugh Cadillac Volvo; Herm Brocksmith, general
sales manager of Kuni Lexus; and Lisa Murray Haifleigh,
brand marketing manager for Murray Motor Imports.
Individually and collectively, they shared information about how
things have changed, the trends that show women are major influencers
of car purchases, the way dealerships market to women
and what you need to know when making your next purchase.
SOME AUTOMOTIVE PURCHASING FACTS
• Women influence over 80 percent of all car sales.
• Women buy more than 60 percent of all new cars.
• Women purchase 53 percent of all used cars.
• Women’s incomes are rising faster than men’s.
• Women are the Chief Purchasing Officers of most
households.
• Women spend their own money, not necessarily men’s
money.
• Women are the primary purchasers of nearly EVERYTHING!
* From the book Trends ... Recognize, Analyze, Capitalize
by Tom Peters and Martha Barletta.
With this information in mind, have salespersons changed
their approach?
Most definitely! The industry realizes that women are not only
a growing market, but also the market that they want to capture.
Recognizing the information from the trends, what can women
anticipate as they walk through the showroom doors? Salespersons realize that when you walk into the showroom, you
walk in with all your past experiences, both positive and negative.
Salespersons know the importance of truly listening to the
female purchaser. Doing so will not only make the car-purchasing
experience positive, but it will go a long way to
changing former negative experiences.
Salespersons understand that they must inquire as to
whom the car is for. If a woman and man come in and the purchase
is for the woman, an astute salesperson will direct the
conversation and questions to her.
Salespersons realize that women are relationship-based
rather than transactional-based, so in order to assist you in
your purchase and earn repeat business, they understand that
they need to win your trust.
Salespersons know that rather than merely hearing the facts,
women want to know how the information relates to them, how
it will not only improve their lives but how it can save them time.
So now that you know what you can expect when purchasing
your next car, our car experts want to tell you how
being prepared can enhance your overall experience and to
share tips that help in negotiating the transaction.
DOING YOUR OWN NEEDS ANALYSIS
AND MARKET RESEARCH
Our experts told us that the Internet can be a valuable source
of information. What types of information can you access? How
do you go about mapping your car purchase plan?
Take the time to determine just what price range you
can afford. If you are financing your purchase, what monthly
payment are you able to make? Take the time to make sure
that you qualify for that monthly payment.
Will you be trading in a car? If so, use the Internet to determine
what dollar amount you can expect from the dealership.
This information will help you in mapping out your plan.
Decide which car you want. Use the Internet to research
vehicle types, makes, models, options and prices. Two Web
sites that will be helpful with your car research are www.carmax.com and www.Edmunds.com.
These Web sites can provide you with actual prices, photos,
information and fact sheets so that you are prepared
when you step onto the lot.
Once you have completed these steps and have narrowed
your search to the dealership where you intend to purchase,
plan on bringing the following items to effect a smooth transaction.
If you will be trading in a car, bring the vehicle, title,
insurance card, your driver’s license and any pre-approval letter
or sight draft for financing.
Find a salesperson whom you like and trust and do not hesitate
to ask as many questions as you may have until you feel comfortable
with the terms and the car and options you have chosen.
The experts want you to know that if you do not feel comfortable
with the salesperson, you may ask for someone else.
Being properly prepared, mapping out your plan and knowing
exactly what you want and the amount you are willing and
qualified to pay, your car-purchasing experience can be both
empowering and enjoyable.
SOME FINAL THOUGHTS
FROM OUR EXPERTS
Lisa Schomp, president and owner of Ralph Schomp
Automotive, tells us that in 1991, after listening to their customers, they went to a one-price, no-haggle
price structure. It has allowed their
sales force to work with their customers in
a spirit of trust. This move has proven to be
successful and has had resounding
approval from their customers.
Mary Pacifico-Valley, president and
owner of Rickenbaugh Cadillac Volvo,
who started with the dealership at age
19, relates that they don’t just sell cars — they build relationships, which has
been true for over half a century.
Earning customer loyalty in a very competitive
market and promoting customer
satisfaction have kept Rickenbaugh
Cadillac Volvo consistently successful.
Herm Brocksmith, general sales manager
of Kuni Lexus, tells us that Lexus has
responded to the changes and trends in
the market with its program, Woman to
Woman. Its female Lexus Certified Sales
and Service Associates want you to feel
comfortable to ask questions relating to
anything automotive in an environment
where your questions are treated with
respect by courteous and knowledgeable
dealership representatives. Has the
approach proved successful? Yes!
Lisa Murray Haifleigh, brand marketing
manager for Murray Motor Imports,
shares their family philosophy: “Treat
your customers the way you want to be
treated.” At Murray Motors they realize
that when you enter their showroom, you
walk in with all your prior buying experiences.
It is their goal that you not only feel
respected, but they also want your carpurchasing
experience to be an elegant
one. It is this family philosophy that has
made Murray Motor Imports successful.
YOUR NEXT BUYING
EXPERIENCE
Purchasing a car can be both enjoyable
and empowering. Take the time to map
out your next car-buying purchase and
realize that it does not have to be a daunting
experience but just might be the most
fun you have had in a long time.
