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Interests: Gender is the most powerful determinant of how a person views the world and everything in it. It’s stronger than age, income, or race. While there are mountains of research done every year segmenting consumers and analyzing why they buy, more often than not it doesn’t factor in the one piece of information that trumps them all: the sex of the buyer. It’s stunning how many companies overlook the psychology of gender when we all know that men and women look at the world so differently. (via Bridgett Brennen--Why She Buys) 65% and counting! Percentile of service customers who are women...and that figure has been quoted for years now, so it's probably more now. And that will surely increase in the future. Ph.D Judy Tingley (author of GenderSell) and I are working on a program to help "dealer" service (exclusively) gain and retain women customers.
Recent Activity
Of course women need to be treated equally...but communicated with differently. That is, if retail auto frontliners really want to get beyond "just good enough"! But here's the truth (no one is saying)...mainly because the majority of those speaking about this are also dependent on the industry for income. Candidly,... Continue reading
It's way past time for retail automotive to get honest with itself about women customers. What do women really want from auto retailers? I've seen tons of articles, blog posts, etc., addressing this one perplexing question for the last 2 decades. And boy, have I witnessed a ton of answers.... Continue reading
Posted Sep 14, 2014 at Her Auto
The "reality" is that retail automotive is quickly evolving to an industry more interested in fuel economy and safety, than pure performance. And that has women written all over it, folks. I'm glad Today Show's Matt Lauer set the TwitterVerse a Tweetin yesterday with his comment about GM CEO Mary... Continue reading
Posted Jun 26, 2014 at Her Auto
What does the increasing availability of "mobile" test drives have to do with women carbuyers? Plenty! In the past, test drives have been the last great hold dealers have on carbuyers that forces them to come to the dealership. And what do a good number of women hate about buying... Continue reading
Posted May 31, 2014 at Her Auto
Over the years, I've had the privilege of working with several very special "marketing to women" experts. And I've worked with the best -- Dr. Judy Tingley, author of GenderSell, Andrea Learned who penned Don't Think Pink and Holly Buchanan who wrote Selling Financial Services To Women and The Soccer... Continue reading
Posted May 22, 2014 at Her Auto
The press is so predictable. With the exception of the two articles we have mentioned previously, this USAToday Editorial and the great piece in Time from Liz Mundy (both focusing on the fact that Mary Barra represents GM's most influential customer---women), the press just keeps hammering Barra about what it... Continue reading
Posted Feb 18, 2014 at Her Auto
There has never been a more opportune time for women's voices to be heard by auto manufacturers and retailers. As we blogged about last month regarding Mary Barra's appointment to head General Motors, that move was about a lot more than just the novelty of the first woman being named... Continue reading
Posted Feb 12, 2014 at Her Auto
For well over 2 decades we've championed efforts to place women on an equal playing field...with an emphasis on cars. (HerAuto blog and @HerAuto) We're not abandoning that passion. But recently, we've become aware recently of the growing discussions about income inequality in general...and specifically more focus on the working... Continue reading
Posted Jan 26, 2014 at CarSmarter
Unless you have been totally disconnected from the media this past week, it would have been hard for you to have missed the huge media blitz asssociated with Maria Shriver's lastest effort, focusing on helping women. It's called A Woman's Nation Pushes Back From The Brink. There's more than a... Continue reading
Posted Jan 19, 2014 at Her Auto
I've watched with great interest to a great many of the articles about GM's new CEO Mary Barra. And while I agree with most of the headlines trumpeting the fact that a car company finally named a woman to lead it, the majority of the articles leave it right there.... Continue reading
Posted Jan 1, 2014 at Her Auto
Of course, no one would ever dare admit publicly that a critical factor in Akerson's reasoning behind his choice of Mary Barra as the first woman CEO ever of an automaker was the fact that she was a woman, who just happens to also be very well qualified for the... Continue reading
Posted Dec 11, 2013 at Her Auto
...and the largest "protected class" are WOMEN! (more about that later) Recently, I have come to the conclusion that it might very well take "fear of loss" for automakers/dealers to launch a proactive strategy to communicate with women on their wavelength, and not use a one-size-fits-all sales and service strategy.... Continue reading
Posted Nov 24, 2013 at Her Auto
Please notice that we are going to speak of "sales training" here...and not "marketing", which usually consumes the focus of such discussions. As much as the research has disputed it for years, many automakers, dealers and even training specialists are still clinging to the strategy that retail automotive can achieve... Continue reading
Posted Nov 17, 2013 at Her Auto
If the early creative efforts of a new national tire retailer are any indication of their future direction, then will be a big hit with women...who buy or directly influences 2 out of every 3 tire sales (with a bullet). Now, in true auto retailer tradition to remain gender-neutral,... Continue reading
Posted Nov 10, 2013 at Her Auto
When Dr: Judy Tingley and myself convinced the Sterling McCall group of dealerships (the anchor for Group 1 Automotive) to stage a special "off-site" training session focusing on women car consumers, the CFPB was just a faint vision of many consumer activists. The Sterling McCall Group leadership, CEO Kevin Whalen... Continue reading
Posted Oct 4, 2013 at Her Auto
In a perfect world, VHSs (vehicle service contracts) might not be such a great value, but who could ever claim that car owners maintain their vehicles perfectly. And especially women, who, as a group, tend to maintain their cars less rigorously than men. It has been that way for a... Continue reading
Posted Sep 20, 2013 at Her Auto
I move that we respectfully begin to retire the phrase "marketing to women". Let's phase it out in the next 18 months! Do I hear a second? It's time to realize that the phrase "marketing to women" can be a turn-off, even to those who "get it", with respect to... Continue reading
Posted Aug 31, 2013 at Gendergraphics
If you follow any of the auto related columns this week, it would have been hard for you to miss the press coverage of a recently released Kellogg study of women and car repair. The Detroit News covered it this way Study: Women Likely To Pay More For Car Repairs.... Continue reading
Posted Jul 7, 2013 at Her Auto
In 1999, I convinced Dr. Judy Tingley, the author of a new book called GenderSell, to fly from her home in Phoenix to Houston to deliver a on-site presentation about the subject of her new book. At the same time, I convinced Owen Rachal, the then training director for the... Continue reading
Posted Jun 30, 2013 at Her Auto
Roger has shared their blog Her Auto
May 19, 2013
I was thrilled when Sarah Bang, head of CO-OP Financial Services, tweeted to me in reference to my OPED in CUTimes early last year. (read tweet string from bottom up) Sarah Bang ‏@sarahbang @HerMoneyOrg You're welcome Roger! Loved the article.... Continue reading
Posted Jan 22, 2013 at Her Money!
Are we in for some really creative marketing to women efforts to co-inside with CUNA Mutual's launch of the TruStage brand? It sure looks like the CUNA Mutual leadership team has placed the right person in charge to make that... Continue reading
Posted Jan 5, 2013 at Her Money!
Update: Would you believe that I posted this (below) almost exactly a year ago. Fast forward to today and the iBelong campaign has just released another round of TV spots. And guess what...they're even more skewed to women! Take a... Continue reading
Posted Dec 18, 2012 at Her Money!
It didn't receive a huge amount of press, and the companies involved didn't comment much...but it was important(I think). I'm talking about the announcement last month of the formal relationship between Intuit's and DailyWorth. And couple that with the... Continue reading
Posted Mar 10, 2012 at Her Money!
Roger has shared their blog Her Money!
Feb 29, 2012