IN WHAT sounds like a terrific step, Exeter leasing broker Carparison is offering customers the opportunity to speak with a female employee, whether that’s in enquiries or sales.
Carparison says it’s to make customers feel more comfortable, especially in the light of surveys which reveal that 70 per cent of buyers have never bought a car from a female sales executive and its own data where on 22 per cent of leasing finance deals are signed by women.
Past surveys and our own research has shown us that very few people have bought cars from women. We want to help change this pattern in the automotive industry.
Charlotte added that more than 40 per cent of Carparison’s staff were female, saying that “The truth is, it may be that a customer would feel more comfortable speaking to a female about their automotive requirements and we’re fortunate to be able to facilitate that.”
Carparison is piloting the inclusion of a question in its online enquiry forms, asking if the customer would prefer to speak to a female member of the team. This has been live since the start of April 2023.
We started to wonder why women weren’t talking to us. There’s an industry stereotype that people working in the automotive industry are only interested in getting the deal over the line, rather than listening to what customers want. This can put people off and, considering the research we’ve seen, I think it’s important people have the option of speaking to a female about their vehicle requirements.
Read our Women in Broking feature
Neil Robins – why I became a Fleet Alliance Appointed Representative
Leasing expert Neil Robins explains how he became a Fleet Alliance Appointed Representative, and the benefits it brings.
Carparison wins Platinum at Fleet Procure Awards 2024
WEST Country leasing broker Carparison was awarded Platinum Broker Sales Performance at the Fleet Procure Awards 2024. Held at West London’s Puttshack indoor crazy golf centre on 23 January 2025, Carparison placed the most volume through the online dealer/broker procurement platform to win the Platinum award. Synergy Car Leasing was placed second. In the awards voted for by dealers, the following brokers
Skoda first out of the blocks as Volkswagen ditches agency for EVs
Volkswagen has ditched agency for the franchise model for EV sales by VW, Commercial Vehicles, Audi and Skoda
North West is best for EVs, says Leasing Options
The North West is best for EVs with more Leasing Options customers from the region leasing an electric car than any part of Britain
Vavoom expands senior leadership team with Matt Terry appointment
Vavoom Leasing is expanding its executive team with the appointment of new Commercial Director Matt Terry
Chancellor Rachel Reeves moves to limit liability of motor finance lenders
The Chancellor Rachel Reeves is said to be stepping in to limit the exposure of motor finance lenders to the misselling scandal
Automotive and fleet writer for Broker News
