When I was shopping for a new SUV, I emailed a local dealer about a 2006 vehicle listed on their website. I received a reply, a day later, but a reply none the less. I was asked when would be a good time for a test drive and set an appointment.

When I arrived, I met the sales manager who replied to my email, and he in turn introduced me to a salesman. We made small talk for a bit and he then told me about the two vehicles he wanted to show me. He neglected to tell me that they were NOT the SUV I emailed about. They neglected to tell me that the one I inquired about had been sold, so starting out I was a bit ticked off that they had not been 100% up front with me!

We took one for a test drive, and since this was an upgrade of the SUV I had, it was a very similar ride. He chit chatted the entire way so hearing the engine was difficult but not impossible. I enjoyed the drive, was impressed by the features, but noted that it lacked certain features that I wanted.

Once back at the dealership, he told me the price. And I damn near fell out of the chair!

Not only was the price a good $13K MORE than I wanted to spend, it would be for a vehicle about which I was lukewarm.

After pointing out a sign that said “Integrity – a lifetime to build and a moment to lose” by which he said he lived his life, he then put on the sales talk and asked what would stop me from buying the vehicle. I told him 2 things: the price and the colour.   That’s where he lost me.

All good salesmen will dance around the price and I fully expected that. But he really lost me when I said it was not a colour (dark gray) that I would buy, and that the SUV it was lacking some significant features that I wanted.

His reply was “You don’t drive a colour, you drive value.”

True, and most men may not give a rat’s behind about colour, but I do. It is a legitimate requirement for me – the features I want along with a colour I like.  By dismissing me over colour, he lost out on a possible sale. I went so far as to speak with the finance manager, but the comment about colour nagged at me.

Once home, I called the salesman and told him no, I would not be buying from him.

When you are selling to women, you must consider other factors that may not necessarily come into play when selling to men. As I had told him, I’m just coming out of the minivan phase of my life, so there are bound to be considerations for me that won’t apply to men.

And by glossing over those concerns, he lost.