San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1923-04-15
(From Durant's Success.)

dealers count for anything, it is easier
to sell the mechanically inclined man
than the woman. On the other hand
the woman wants good-looking car.
Again a good many dealers and
statesmen say it doesn't make any diff
ference whether the prospect is a
man or woman, since the day of the
standard sales talk and approach is
past.
Let us takc the woman's side of the
question first. What does a woman
look for in car? What "sells" her
on particular make? The majority
of dealers who replied to a recent
questionable on this phase say that
appearance and pride of ownership
are two factors in closing sales to
women.
One question always suggests an
other. DO women appreciate what a
demonstration means, or is the demon
tration worth while with a woman
prospect. According TO some dealers,
the demonstration is worth more in
making sales to women than TO men.
One dealer says: I'VE have found it
easier to sell to woman than to a
man. One demonstration is all that she
asks for. She is not ready to believe
all the competitive knocks that n new
product on the market usually gets.
And when she is ready to. buy. her
mind is usually quickly made up as
to just the >car she wants"
knowledge Is Handicap.
Other dealers seem to take the at
ttude that the lack of mechanical
knowledge on the part of the average
woman is blessing TO the salesman.
The man, they say, who has a smat-
tering of mechanics. is too often ready
10 believe things derogatory to every
ear he comes in contact with or is at
all interested in.
But one of the most important
points of all brought out in the SELL
ing experiences of dealers is this If
a woman is given demonstration
and can be induced TO sit behind the
wheel and sense the pride of owner
ship. the sale is made.
Nine times out of ten it is the
woman who decides upon the pur-
chase of a ear. according TO a Cana
dian dealer, who gives this interesting
comment:
ITO the question as to whether it
is easier to sell to man or woman,
luil al
first. on appearance second. on riding
qualities. and third. the popularity
Of the salesman and the product he
offers. You sell a car to n woman
and it is sold Sell one to man and
he puts in the proviso if the wife is
satisfied.
"My contention is that a woman is
easier sold than mon. and l say this
from personal experience. OF course.
there are some exceptions. but / am
sneaking of my experience with this
class OF sales es n whole"
A "5O-50" Proposition.
That are scores of dealers who say
that it is hard TO determine whether
the man or the woman is the harder
to sell. Some say il is "fifty-fifty"
pronosit;on. All acknowledge that
neither the man nor the woman can
he neglected or ignored while they
are in the salesroom. Is there way
TO interest both the man and the
woman ut the same time? One dealer
says he has found that most men want
TO discuss the mechanical features of
the car. while the woman is more in
terested in appearance and comfort.
Thus. if you have n good looking car.
YOU, can keep the woman's attention
~neS talking over the main me-
chanical features with the man.
This seems to fit the majority of
opinions. The mechanically inclined
man is easier TO sell than the woman
who has some knowledge Of mechanics
The woman who wants a good looking
car is easier to sell than the man on
this selling point.
But here is an opinion by a deaer
who finds that sex has little to do
with making sales. if prospects have
similar tastes. II think a similar
selling talk may be advanced so other |
a nan or woman il the prospects |
have a similar nature" Both men and |
women want a car with nice lines. |
comfortable riding qualities, respon-
sive motor and construction that will |
last. as well as a number of other |
features. |
Woman Is Exaeting.
On the other hand. great number |
of dealers believe that it is easier |
to sell TO man than woman. One
gives this answer: "Our experience is
that il is easier TO sell to man than
a woman, for the reason that man,
as rule. usually knows exactlv the
points he likes in car. while n
woman is more exacting and usually
not mechanically inclined. and points
or interior and and exterior finishing
carry more appeal than good mo-
tor. twistless frame or other me-
chanical features. As rule. women
like your car today and the other one
tomorrow.
Here is still another angle from
another man booster. This dealer says:
IL have found it easier to sell to n
Slan than TO woman. for the reason
that man will put up talk that
woman can't" In other words. the
man. as n rule. is capable of discuss
ing the features of a car in n COM
parative way. This is a good thing
ta6hear in mind. and il is the one way
in Winch a great number of prospects
can be sold. The salesman must begin
a discussion and then defer in de-
free tn the prospects ideas. He mist.
however, be sure to start discussion