Sales Training

In This Session

Female Friendly Sales Training

This sales training course will give your

staff the necessary tools to better serve


From the environment, to the approach,

to the sales process and closing, these

courses are a comprehensive guide to

engaging with the female consumer.

Table of Contents

1. Communicating with Women

2. Women Talk, Learn to Listen

3. Building trust with women

4. Introduce her to everyone

5. Women don’t like to haggle

6. Selling to couples & families

7. How to ask for the sale

Women are relationship oriented:


  • Find common interests
  • Share how you feel – not what you think
  • Create emotional connects, don’t just list benefits
  • Help women to visualize how it will improve lives of family

Respect Her Time



Women are busy – often busier than men so don’t rush her. Be patient and let her tell her story. Invest the time to get to know her and her needs.

She’s Done Her Homework

Hear Her

Keep in mind that she has probably done her research already. In fact, women often spend months researching and studying before she sets foot in your location.

Offer Compliments

Compliment Her

Compliment her product knowledge, and don’t try to pull the wool over her eyes. Chances are she knows more about the product or service, and its features than you think.

Take the Time to Teach when Necessary



If she hasn’t done her homework take the time to educate her. Again, you want to guide her to the product that meets her need and become her ally in the buying process.

Women Talk…

Learn to Listen

The average woman can effortlessly speak twenty thousand words a day; use an additional two to three thousand vocal sounds; and employ eight to ten thousand gestures and body signals.

Men use seven thousand words on average; one or two thousand vocal sounds; and up to three thousand body language signals.

Learning to Listen

In other words, women communicate three times or more than men – particularly with other women.

Tips for being a better listener

Listening Tips

  • Share your feelings!
  • Ask how she feels, not what she thinks.
  • Tell stories, don’t make lists.
  • Don’t interrupt!
  • When you respond, ditch sales-speak.
  • Stay present – don’t plan a response until you’ve heard her out.
  • Listen for clues about her needs. Is she a mom? Pets? Safety conscious?
  • Be patient!

Most women are intimidated by automotive retailers and repair shops.

There is a common stereotype that automotive businesses will try to take advantage of them.

Building Trust with Women

The most common women’s impressions of the car industry:



  • They feel they are treated differently.
  • They fear they will be over-charged because they are less knowledgeable.
  • They feel they will be sold products/services they don’t need.
  • They are uncomfortable with dirty smelly environments.

Being trustworthy means always doing what you say you’ll do. If you tell her you’ll call her back Monday at 4:30, make sure you do it!

Do what you say


Trust is difficult to earn, and easy to lose.

Don’t Forget

Introduce Her to Everyone



Introducing and giving a welcome tour to woman customers to your key employees and departments at your business sounds simple enough, but it rarely happens. This important step establishes a relationship with your female clients that make her feel like she belongs, is welcome and feels at home when visiting your business.


this way…

Introduce Her to Everyone

Ask her if she would like a quick tour of the business to familiarize her with the layout the facility. Even if it’s just to show her where the restrooms are will make a difference. She will feel more comfortable when she has the lay of the land, and can easily find the service drive, for example, when she returns.

Introduce Her to Everyone

Keep in mind that it takes just 7 seconds to make a permanent first impression– and much of that is based on silent signals that you send during the first contact. Make sure you smile, give her your complete attention, don’t let your eyes wander and stay focused on her when she is speaking.

70 Percent of Consumers Report Transparency Is “Very Important” When Selecting an Automotive Repair Shop or Car Dealership

No More Haggling

Women Don’t Ask

Research findings reported in “Women Don’t Ask: Women Don’t Like to Negotiate”

Women Don’t Like to Haggle!

The Results…

In surveys, 2.5 times more women than men said they feel “a great deal of apprehension” about negotiating.

Men initiate negotiations about four times as often as women.

When asked to pick metaphors for the process of negotiating, men picked “winning a ballgame” and a “wrestling match,” while women picked “going to the dentist.”

Women Get Less when They Do Haggle

There’s more!

Women are more pessimistic about the how much is available when they do negotiate and so they typically ask for and get less when they do negotiate—on average, 30 percent less than men.

20 percent of adult women (22 million people) say they never negotiate at all, even though they often recognize negotiation as appropriate and even necessary.

Online shopping and price transparency has changed face of ‘haggling’

…and another thing!

Pricing variation between service centers and dealerships is increasingly limited by the accessibility of pricing information available to consumers and competition.

Instead of focusing on price only, we encourage sales staff to be experts on the product to make the overall customer experience better.

Women are extremely loyal to businesses that provide an all-round great experience

Couples and Families

What is “Hidden Financial Control” and why is it important not to assume who the decision maker is when selling to couples and families?

Be Respectful!

Asking for the Sale

Automotive is a male-dominated industry, which does not mean your potential female client has not done her homework – in fact, it’s likely she has! Most men underestimate the lengths that women will go to when it comes to researching and learning about their purchasing decisions.

Talking down to a woman or responding with a tone that implies you don’t take her seriously will plummet your chances for the sale.

Show Confidence and Stay Calm

Don’t Panic!

Women are quickly turned off by pushy or high-pressure salespeople. Using these tactics goes against the entire rapport building premise that appeals to women. If you make a woman feel uncomfortable and pressured to buy from you, that’s not going to work. Instead, stay calm and show you are confident in the quality of the product you are selling. This will resonate with women and couples as a sincere effort.

Pay attention to nonverbal communication techniques.

Talk with your hands?

Women rely more heavily on nonverbal cues. They use them to communicate their own feelings and interpret the feelings of others. Observe her body language while you’re talking. If she’s nodding or taking notes and suddenly stops, don’t keep talking. Instead, pause briefly, giving her time to ask a question or get clarification.

Be aware of your own body language – crossed arms, leaning back instead of forward, or not making eye contact all communicate negativity or disinterest. Be mindful of what your body is communicating and always maintain eye contact.

Again, women want an over-all great customer experience. The price or cost is only part of her decision making process. Her YES is more likely, if you take the time build trust and a relationship with her.

Another Example…

Still to come in the Certified Female Friendly training:

What’s Next?

2. Service, Repairs and Women

3. Online Marketing to Women

4. Attracting, Hiring and Retaining Women Employees

Thank You!

Up next: Service, Repairs & Women