According to the marketing material, the gathering was designed to "break down stereotypes and encourage women entering or re-entering the workforce to look at careers in the retail automotive industry."
Sheila Meyer, who is the president of Meyer Chevrolet in Middle Village, Queens and is the chairman of the GYNADA board, draws on 10 years of experience working as a woman and employing women in retail auto sales.
"I think people have a tendency to think that women aren't so typical of what a salesperson should be. But it makes sense considering that 70 percent of all women make the final decision on cars," observes Meyer. "More women are shopping for cars and they want women to sell to them. And men like women selling to them for the obvious reasons."
According to Mark Schienberg, president of GNYADA, the forum is a chance to share women's success stories in an industry traditionally dominated by men. Schienberg suggests that although women holding key positions in dealerships are still a small percentage, the industry is ready for them.
"What has been told to me over and over again is that when a woman is the salesperson, there are better closings and an increase in customer satisfaction."
Panelist and 25-year auto industry vet Suzanne Cochrane, who is the general manager of Helms Bros. in Bayside, N.Y., a Mercedes-Benz and Volkswagen franchise, feels that this kind of event provides a springboard for women and focuses on their potential. She says, "There are many departments (at Helms Bros.) where we can be flexible with time, certainly in sales. This is an added bonus for mothers." She also notes that the opportunity for making money is unlimited, adding, "No one in my franchise is earning minimum wage."
Apparently, the brutal "dance of the sale" takes on a whole new meaning when a woman is involved. "Women ask a very different set of questions than men," quips GNYADA's Schienberg. "Plus, they have excellent organizational and communication skills."
Sheila Meyer, who already employs several women, says she's ready to bring on more to the sales force. "A woman's approach and process are more compassionate," says Meyer, who notes that women often ask family-oriented questions, which tend to put customers in their comfort zone.
Meyer believes one reason her after-sales (financing and accessories) area has been so successful is that a woman is the business manager. "She just has the knack: a good salesperson who doesn't run the operation like a revolving door."
On the flip side, Meyer says that while women might display a softer touch, in this industry in which they have to develop a hard shell to be successful or move up the ranks. "After being in this business for 10 years, I've gone from sappy to strong. I've had to get my backbone up."
Another positive is that women bring multi-tasking (and list-making) to the job especially if they have a career and a family. "It's important to have structure and organization in this field," adds Mark Schienberg.
It seems to be going that direction in the service area, too. Heather Wilkerson, apprentice technician at Meyer Chevrolet, and the only woman technician out of a group of 12, says that her associates are very supportive.
Interestingly, she says that women prefer another woman to work on their car. "Guys give you the look, but I think women feel relieved to see me there. I've gotten stopped outside the service area by women wanting me to be their mechanic."
Photo: Sheila Meyer of Meyer Chevrolet and Susanne Cochrane of Helms Bros. are successful women in the automotive dealership trade.
Copyright © 2009 Auto Writers, Inc.
