BIV MAGAZINE
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WOMEN IN BUSINESS 2022 PUBLISHED BY BUSINESS IN VANCOUVER
A LACK OF INCLUSIVENESS IS HURTING AUTO SALES It’s time for women to ‘shake the tree’ and demand better service – for everyone MEHRSA RAEISZADEH
As the co-founder and COO of an AI-powered platform, I’m often asked why I chose auto sales as the focus of my work. My reply takes many forms, but the one that is most meaningful to me on a personal level and is arguably the most important reason for disrupting an industry that’s ripe for change, comes from the woman in me. The engineering PhD in me knows that any car’s features can be explained in terms that range from simple and straightforward to highly technical and complex; other features can be more emotional. The tech developer in me has figured out how to build a patent-pending online process that determines a vehicle’s condition and automatically estimates its auction starting price. The operations manager in me sees the potential of artificial intelligence to replace many of the expensive and inefficient aspects of car retailing that frustrate dealers and consumers alike. But the woman in me knows from experience that the enduring lack of trust women feel when buying or selling a car is a problem that must be solved in order for auto retailing to survive and thrive. Women influence 85 per cent of car-buying decisions and represent 62 per cent of car buyers, and the industry must change to reflect that. While working as a process engineer in Houston, Texas, during the spring of 2012, I decided it was time to buy my first car. I knew exactly what I wanted, I walked into the dealership full of excitement, and the first thing the salesperson said to me was, “Where’s your dad?” No matter how many times I emphasized, through gritted teeth, that I was buying my own car with my own money, I was not taken seriously. I was trying to buy what would then have been my most valuable asset, yet all I felt was talked down to. I ultimately resorted to bringing a male friend to the dealership with me, which was funny because as an engineer I knew much more about the technical aspects of the car I wanted than he did. But like many women, the
car’s engine displacement, horsepower and torque weren’t my main concerns. I wanted to know that the car was safe. I wanted to find out how much luggage I could fit in the trunk. I wanted to feel the smoothness of the suspension and responsiveness of the handling for myself without being peppered with alienating auto jargon. I purchased the car I wanted in the end, but only after losing what little trust I had in a process that was, let’s just say, unpleasant, to put it mildly. There’s strength in numbers, I suppose, so it is somewhat comforting to learn that I was far from alone in feeling this way. According to a recent survey conducted by Auto Trader, 94 per cent of female respondents said they don’t trust car dealerships, and 40 per cent said they “dread” the buying process. Another poll, this one by What Car? Magazine, found that 29 percent of female respondents said sexism still exists in auto retailing. The disappointing dealership experiences shared by millions of women for far too long are a big part of the reason I founded MintList, which is gender agnostic and gives everyone the same level of control over the car-buying process. I encourage women to start calling out poor service: “Look at me,” “Talk to me,” “Explain things without being dismissive or condescending,” “Remember my name” and “For the love of God stop calling me ‘honey.’” If there is even a hint of mansplaining or, worse, flirtation, I am gone. Let me be clear: In my work with MintList, our dealer partners value inclusiveness, diversity and gender equality, and treat all their customers with respect and dignity. These are industry change-makers on a mission to make a difference. It’s a great place to start. We highlight the best of the best. These are dealers we know will deliver a first-class experience to every customer – man and woman alike. It’s encouraging to work with forward-thinking companies and make this change happen in the industry. Although I’m sure many female readers will relate to my story, it’s not only women who despise the car-buying experience. Deloitte recently reported that just 17 out of more than 4,000 car shoppers surveyed were happy with the status quo car-buying process – that’s 17 people, not 17 per cent. It is clearly time to start shaking the tree. É Mehrsa Raeiszadeh is co-founder and COO of MintList.
THE WOMAN IN ME KNOWS FROM EXPERIENCE THAT THE ENDURING LACK OF TRUST WOMEN FEEL WHEN BUYING OR SELLING A CAR IS A PROBLEM THAT MUST BE SOLVED IN ORDER FOR AUTO RETAILING TO SURVIVE AND THRIVE
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2022-10-05 12:00 PM