F&I Management & Training

UK showrooms and garages are missing out on an estimated £17.4 million each week because of the poor treatment received by female customers, according to new research. Kiss the Fish, the sales and management training firm, is hosting a conference next month to address the issue and show dealers how to attract and retain female customers. The company estimated there are more than 14 million women drivers in the UK who are believed to influence over 60% of car purchasing decisions. The research, based on interviews with 100 female drivers, also found women are five times more likely to experience poor service when visiting a showroom or service garage than men. "Some respondents said they got more attention when buying shoes than they did when buying their last car," said Scott Carson, director of Kiss the Fish. "Others felt neglected, as they were left standing there when car salesmen frequently went off to speak to their boss or colleague in finance. "The sector could be missing out on a staggering £17.4m each week because of disgruntled female buyers." Dr Iain MacRury, of the University of East London, who has been studying the different car retailing approaches to men and women, said: "The automotive industry is overly focused on meeting the needs of men and is missing some great business opportunities.

DATED: 29.09.08

FEED: AW