usio ess
SPEEDING page 49
12 MONTH
CERTIFICATE
5,75 %
INTEREST RATE
537%
A.P.Y./*
60 MONTH
CERTIFICATE
6.25%
A male car buyer came right
out and thanked her for not
putting a lot of pressure on him
when he walked into the show-
room, she said.
"You have to let them feed
you. You want to know what
they're looking for out of a car
and a salesperson. Everybody's
got different motivations. Some-
one might look for a fast engine,
others a roomy back seat, others
a sporty red car. None of it is a
soft sell, but you want the cus-
tomers to make their own deci-
sions."
When she joined Moran Mit-
subishi, where four of six sales-
people are women, she knew
nothing about cars.
PHOTO BY ELI ZABETH CARNEG IE
INTEREST RATE
three small children told Ms.
Adler that she wanted to buy a
sports utility vehicle, but it had
to be equipped with cup holders.
Ms. Adler, whose family pho-
tos are prominently displayed on
her showroom desk, went even
further, finding holders for juice
boxes from a forward-thinking
supplier. As a mother who also
carpools, she understood and an-
ticipated her customer's needs.
"Men would think you were
nuts if you wouldn't buy a car
without cup holders," she said.
Oh, and her son Matthew, 13,
is "totally impressed" that his
mother sells cars. His teacher
bought one, which only fueled his
awe.
A.P.Y./*
These are fixed rate certificates of deposit that are insured by Federal Deposit
Insurance Corporation (FDIC). A minimum opening deposit and balance of $500.00
is required to obtain the stated Annual Percentage Yield.
FIRST SECURITy
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Rosetta Moggel and Alison Krass in a brand new Ford.
-
"(Matthew) solicits business
for me," she laughed.
Besides the rare male cus-
tomer, generally someone who
hasn't been reared in the United
States and is unaccustomed to
making big purchases from a
woman, nobody seems to have a
problem buying a car from her,
Ms. Adler said.
"Most of the time it's refresh-
ing for them. A female customer
recently told me it was the most
stress-free purchase she's ever
made."
Ms. Adler's boss, sales manag-
er Mike Peirano, called her an "ex-
ceptional salesperson" whose sales
record is among the best of the 14
car salespeople he supervises.
"Normally it takes 1 1/2, two
years before new people in the
business hit the level of expertise
she has. She's been there consis-
tently since she started," he said.
"Female salespeople seem to
spend more time with the cus-
tomer, making the customer feel
more at ease," Mr. Peirano
added. "Their paperwork is much
cleaner. If I had my druthers, I'd
rather have a full force of female
salespeople. They're much easi-
er to work with, and the cus-
tomers seem to like them much
better."
In her short time at Moran
Mitsubishi, Ms. Davis has
learned something about the art
of car selling.
"I knew a lot about women's
clothing," Ms. Davis laughed.
"But selling is selling."
Any chance she gets, she stud-
ies the technical manuals that
are stacked in her desk drawer.
But Ms. Davis hasn't had an
easy sell yet.
`here's a lot of delivery. Every
deal requires a minimum three
hours — up to eight or nine hours
— but then they come back.
When you have the deal signed,
it's not over," she said.
Customers have told her they
don't often run into female car
salespeople, but Ms. Davis be-
lieves it's "atmosphere" more
than gender that ultimately sells
a car.
Two other Jewish women who
work in cars, albeit behind the
scenes, are Rosetta Moggel and
Alison Krass of Mel Farr Ford in
Oak Park.
Ms. Moggel, 58, started as a
biller/bookkeeper 20 years ago,
when Mr. Farr opened his first
dealership at 10 Mile and Green-
field roads. Today, she's finance
director and still loves the chal-
lenges of helping people, many
of whom have credit problems,
get behind the wheel of a new
car.
"I love getting the paperwork
done, the deals approved, the ve-
hicle delivered," she said. "They
call me the 'Queen of F and I (fi-
nance and insurance).' I'm like