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Discussion Starter · #1 ·
From their annual dealer meetings...

The New Face of the Customer

By the time Peggy Turner, Lexus vice president of customer service, took the stage, the past had been applauded. But Turner was there to talk about a present and future in which the brand’s customer base is more diverse in ethnicity, age and gender.

“Women, diverse markets and younger buyers will drive our future business and accelerate all of our earnings,” Turner said. “But not until we all understand the power they have and adapt to the differences in how they want to do business.”

Turner detailed some obstacles Lexus dealers are facing in winning over these groups, citing a J.D. Power survey that showed Lexus comes up short with women in the categories of relationships, communication and facility.

“We have to strengthen our relationship with our guests,” she said. “To do that, we have to pay more attention to details. And always keep in mind: One size doesn’t fit all. I can’t stress that enough.”
http://toyotadriverseat.com//products/lexus/a-mirror-and-a-crystal-ball.htm
 

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So far i have noticed that they pay attention to detail which shows. plus it's something they already spoke out about on some models.
 

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So I guess this has to do with the manner of salespeople for Lexus? Sales people need to be a bit nicer or something? I just wonder what improving relationships actually means in terms of actions.
 

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Discussion Starter · #4 ·
So I guess this has to do with the manner of salespeople for Lexus? Sales people need to be a bit nicer or something? I just wonder what improving relationships actually means in terms of actions.
I think what they're essentially saying is you don't sell to a woman the same way you sell to a man. Which is logical considering you don't speak to women the same as you speak to men...
 

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I'd imagine that dealership folks would be going through training that prepares them for this to target women and get them to buy, but of course not all their efforts will be with front line lexus people.
 

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I guess there are things you might say to a guy that you wouldn't say to a woman, but at the same time it seems like you should be able to be a nice salesperson to both men and women pretty easily. You could treat men and women the same and do fine I'm sure. it's just about being nice to people, listening to them and playing to their needs. I don't see what sales people are doing that is offending women.
 

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I guess there are things you might say to a guy that you wouldn't say to a woman, but at the same time it seems like you should be able to be a nice salesperson to both men and women pretty easily. You could treat men and women the same and do fine I'm sure. it's just about being nice to people, listening to them and playing to their needs. I don't see what sales people are doing that is offending women.
Yup, that is what it comes down to.
In the end I believe it's about providing real value to people.

But when it comes to their marketing, using ad's targeted to women is a good way to go about this. Even using famous women in their ads seems to work well.
 

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Yup, that is what it comes down to.
In the end I believe it's about providing real value to people.

But when it comes to their marketing, using ad's targeted to women is a good way to go about this. Even using famous women in their ads seems to work well.
Celebrity endorsement is a good strategy.

I wonder if those endorsements are more effective on women and young people than they are on older men.
 

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Celebrity endorsement is a good strategy.

I wonder if those endorsements are more effective on women and young people than they are on older men.
although i wasn't originally in this conversation i'll leave my 0.02....

no matter who they target, it will be effective as long as the execution is right..... just maybe not seniors
 

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Discussion Starter · #10 ·
I guess there are things you might say to a guy that you wouldn't say to a woman, but at the same time it seems like you should be able to be a nice salesperson to both men and women pretty easily. You could treat men and women the same and do fine I'm sure. it's just about being nice to people, listening to them and playing to their needs. I don't see what sales people are doing that is offending women.
who said anything about offending women? LExus sure didn't, there a fundamental differences in the way men and women communicate, this is fact. Equally factual, men and women value different criteria.

To deny this is delusion... its not about being nice to people, this is a business, you pull their trigger or else why are you even in the game?
 
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