In mystery shopping car dealerships I have lost count of the times sales people have ignored women shopping for a car if a male is not present.
How dumb is that?
Women comprise about half the population! Many have high earnings. And one way or another they have considerable influence over the other half!
A great example happened right in my own office. I had invited a couple of mystery shoppers in for a chat because they were not just mystery shopping, but actually buying a car.
The couple had been to one of our car customers looking for a 4WD to take around Australia. The sales person didn’t even offer the wife a test drive. She had a bad back and she would not purchase until she was sure that the seat would support her back properly. The husband wanted to buy, but the wife said NO with considerable emphasis.
I wonder how many sales have been destroyed in this way – in the kitchen perhaps, where the objection is never heard by the sales person.
