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Want to sell to women? First, just listen

Jim Henry is a special correspondent for Automotive News
Treating women customers right is an evergreen topic in auto retailing, but dealerships keep getting it wrong -- even dealerships that do well in customer satisfaction surveys.

Jim Dunn, vice president and general manager of JM Lexus, Margate, Fla., said today he learned from secret shoppers that his award-winning dealership had room to improve, especially in listening skills.

“We always felt our service was unmatched. We got a shock,” he said.

Delia Passi, president and CEO of Medelia Inc., Hollywood, Fla., does what she calls “WomenCertified” training with dealerships including JM Lexus. She said surveys don’t ask women the right questions, about how they felt during the purchase process. Treating women better is “just good business,” she said.

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