by Denise Berger


It is a classic scenario: A woman walks into a car dealership to inquire about trading in her car that is coming off lease for a new vehicle. First, the salesman strolls over and gives the twinkle-in-the-eye grin which she can only interpret as him assuming that she will be an easy sale. Why? Because women are notorious for not knowing how to negotiate financial terms. She straightens up and puts on her serious face. As they get to talking, he begins to s..l..o..w.. d…o…w…n h…i…s… s….p….e….e….c….h…. to explain to her that the bank (to where she has been paying each month’s bill) is the owner of her lease. Of course, the bank owns the car… SHE k…n…o…w…s… t…h…a…t…! Later, when she relays the final trade numbers to a male colleague he asks her, “What would be the residual on the car?” Her faux self-assured bubble popped!!! She never asked the sales guy. It didn’t even occur to her to ask! She thought she knew what she was doing but how unsophisticated of her to not know all the details, especially coming from such a highly educated, successful business woman.


The next day, driving up to a 4-way intersection, she came to a simultaneous stop with the car to the left of her. She proceeded first, being the car on the right. The man began shaking his head in disgust, believing that he had the right of way. She could almost see the bubble above his head, “typical woman driver.” His reaction caused her to pause, and she drove the rest of the way to her destination questioning whether she had remembered the protocol incorrectly. She went so far as to ask a friend for a second opinion AND check the internet. Had she done womankind a disservice by incorrectly remembering the rules of the road, thus feeding into the “bad woman driver” stereotype??? What if… because he assumed she was wrong, she immediately thought he might be correct? (By the way, readers will note that it is the driver on the right who has the right of way.)


Two different scenarios and outcomes but there is commonality in both - - as women we still enter certain situations at a deficit. Our ability to overcome the bias that society has bred in most of us for years is a function of the split-second in time when our confidence level is put to the test. This woman was humbled in the first experience and frustrated by the second one. However, in both situations she too was making gross assumptions and type-casting. She may well have entered both circumstances guarded and predisposed to thinking that these men were judging her, merely because she is a woman. In fact, we all really have no idea if the grin on the salesperson’s face was exactly the same one that he would have mustered up for the middle-aged professional businessman or if the man shaking his head wouldn’t have done the same thing to a male driver. Yes, yes - we are guilty of counter-stereotyping and, worse, changing our behavior and our confidence level to compensate. Clearly, our own perceptions about our efficacy being at stake because we wear a female label adds fuel to the fire and does not serve to p.r.o.m.o.t.e. o.u.r.s.e.l.v.e.s. into positions of parity.



it's funny, I've bought two cars in my lifetime so far, and both times the dealer has said that I was one of the toughest negotiators. Now, they both could've just been saying that to make me feel good, who knows. But I always do my research before going in and play hardball just a well as the next GUY!
a great article!


lots of good stuff here. thanks for the book resource "underearning..."


Thought provoking.


Great article !