BE nicer to women even if she doesn't know the difference between a boot and a hood - that's the conclusion of a South-West study into car sales.
According to new research almost a fifth of women confess to pulling out of buying a new car because of offensive comments made by a salesperson, costing the motor industry a whopping £1.5 million a year.
The off-putting and intimidating showroom environment, was also sited as a put off for women cruising for a car.
Dr Sandra Wheatley, an independent psychologist who studied the findings said: "We want to feel that sales people are trying to fulfil a need we have and not rip us off - those that appear most honest and trustworthy will be the most successful."
Dr Wheatley added: "Interestingly, female drivers, who are a growing and significant portion of the car buying market, believe that other women are more likely to possess these qualities, and therefore it is them - and not male sales executives - who will be most successful with this audience."
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