The Bert Show (Pionaire Podcasting)

Vault Episode: Why Do Car Salesmen Treat Women Differently?

Date: January 30, 2026

Episode Overview

This episode of The Bert Show dives into the enduring stereotype that women are treated differently—often unfairly—when negotiating at car dealerships. With calls from industry insiders, personal stories, and real talk from the cast, the show explores how much has truly changed, what practices still persist, and how Internet resources have shifted the power dynamic for all buyers.

Key Discussion Points & Insights

1. Do Car Salesmen Still Treat Women Differently?

• Caller 1 (anonymous, voice disguised) [00:23]:

  • Admits that, in most cases, women are treated differently.
  • "Sometimes, you know, we perpetuate the women, you know, and go into the stereotype that, you know, they, they seem to be at some time to be a little bit easier to talk to and easier to, you know, get a deal done."
    — Caller 1 [00:30]
  • Male customers are perceived as more stubborn, while some salesmen feel women may be more "ecstatic" to get the deal completed and appear less resistant.

• Training or Strategy?

  • No formal training to treat women differently, but "male species" behavioral norms persist.
  • Notes that more women are now tech-savvy and come well-prepared with research.

2. Internet as the Great Equalizer

• Caller 3 (Steve, experienced salesman) [02:44]:

  • Recognizes a big shift: "The Internet has changed everything. People can go online and get our cost." [02:52]
  • Women make over half the automotive purchasing decisions now; "You can't really take advantage. There's none of that anymore." [03:19]
  • Advantages for informed buyers regardless of gender.

• Buying Preparedness:

  • Caller 2: Shared a story about preparing online, going into dealerships with a plan, and not being swayed, indicating a leveling of the field for savvy customers [03:37].

3. Dealer Tricks (Past vs. Present)

• Caller 3 and Bert discuss old practices [04:14–05:02]:
  • In earlier days, fake fees and made-up charges were common.
  • "Like, this is an LHD charge...for your headlight fluid?" — Bert & Caller 3 [04:44–04:49]
  • Now, extra charges are typically labeled on window stickers.
  • Doing your research online is "essentially the equalizer."

4. Negotiation Tips & Non-Negotiable Fees

• Steve [05:12–06:26]:
  • Go online and get your numbers (AutomotiveNews.com, manufacturer sites, etc.)
  • Mandatory, non-negotiable fees:
    • Document fee (prep/doc fee) [06:16]
    • Sales tax
    • Lemon law fee (on new cars, usually $3)
    • Tag & title ($18)
  • "Everything else you can work with." — Steve [06:38]

5. Stories from the Lot: The High-Pressure Game

• The cast shares personal car lot horror stories [07:08–08:58]:
  • Overly aggressive sales tactics: "As soon as we pulled in...they come out from between the cars." — Bert [07:34]
  • Car keys held hostage during negotiations; customers needing to escape or even retrieve keys from rooftop.
  • These stories underline why many buyers (especially women) feel intimidated or pressured.

6. Women as Savvy Shoppers

• Bob (20+ years in the business) [09:10]:
  • "I find the women are actually more attuned to buying a car than a lot of the men. They have more expertise."
  • Points out that word-of-mouth and reputation drive good dealerships to treat everyone well.
  • "You don’t take care of one customer the right way, that customer tells someone...your reputation becomes really bad." — Bob [09:45]

7. Consumer Caution & The Importance of Research

• Caller Sandy [11:53]:

  • After six good car deals with one dealership, on her seventh, she was offered sticker price and 14% interest despite excellent credit. "Women are still at a disadvantage these days." [12:36]
  • Emphasizes walking out and not taking bad deals.

• Carl's Takeaway:

  • "If you don’t go in there and know what you’re negotiating for, that evens the playing field. So if you go in there and you don’t do the research, you’re only doing a disservice to yourself." [12:36]

8. Are Dealership Offices Bugged During Negotiations?

• Discussion of whether offices are secretly monitored while customers deliberate [13:21–14:59].
  • Steve: Admits there used to be such practices, sometimes using hidden microphones or speakerphones, but "That is 100% illegal...if they do that, they can get in a whole lot of trouble." [16:26–16:47]
  • Bert jokes: "Adding a headlight fluid charge might not be legal, but if it makes him an extra 150 bucks..." [14:06]

9. Industry Reputation & Ethical Gray Areas

• Julie (dealer employee) [15:02]:

  • Offers a harsh critique: "Car salesmen are basically scum of the scum. They all cheat on their wives and... get over on whoever they can." [15:11]
  • Cast pushes back, clarifying that while the industry's goal is profit, not all are unscrupulous.

• Steve (again) [16:20–17:19]:

  • Confirms that the most unethical practices—like bugging—are largely things of the past.
  • Recommends the movie "Suckers" for a view into the "old school" dirty tricks.

Notable Quotes & Memorable Moments

• "Sometimes women are so, just so ecstatic to get into a situation that they don't care what you feed them." — Caller 1 [00:30]
• "The Internet has changed everything. People can go online and get our cost." — Steve [02:52]
• "If you do your research...it doesn't matter if you're a man or a woman. The price is right there." — Carl [05:02]
• "You keep going back [to a dealer] because I want to feel safe, you know? Absolutely." — Caller 2 [14:44]
• "Car salesmen are basically scum of the scum" — Julie [15:11] (with lively cast rebuttal)
• "That is 100% illegal...if they do that, they can get in a whole lot of trouble." — Steve (regarding bugging negotiation rooms) [16:26]

Important Timestamps

• [00:23]: Caller 1 discusses stereotyping and ease of negotiation with women.
• [02:44]: Steve, longtime salesman, reviews changes in industry practices and the impact of the Internet.
• [03:37]: Personal experiences entering dealerships prepared vs. dealing with pressure.
• [05:21]: Specific websites recommended for car price and rebate research.
• [06:12–06:26]: Breakdown of negotiable vs. mandatory charges.
• [07:08–08:30]: Amusing and frustrating stories about aggressive sales tactics.
• [09:10]: Bob (20+ years in car sales) on women’s increased savviness.
• [11:53]: Sandy’s story about being offered poor terms; the importance of refusing unfair deals.
• [13:21–14:59]: Discussion on rumor and reality of dealerships eavesdropping on customers.
• [15:11]: Julie delivers a sharp critique of car salesmen culture.
• [16:47]: Steve confirms practice of eavesdropping used to exist but is now illegal.
• [17:19]: Mention of the movie "Suckers" capturing old-school dealership scams.

Key Takeaways

• Preparation is Power: Thanks to online resources, all buyers—regardless of gender—can walk into a dealership with hard numbers and confidence, mitigating much of the potential for manipulation.
• Stereotypes Persist, but Are Being Challenged: While some industry old-timers admit to past tendencies to target women as easier marks, today’s women are often even more thorough in their research than men.
• Reputation Matters: Good dealerships focus on building loyalty and avoiding bad word-of-mouth, especially in the Internet era.
• Ethics Evolve: Outdated, unethical practices like “bugging” negotiation rooms may still pop up in shady corners, but reputable dealers don’t risk it.
• If You Feel Pressured, Walk Away: No research = no leverage. The cast and callers repeatedly reinforce that an informed consumer is a protected consumer.

The episode seamlessly combines candid stories, industry confessions, and practical advice, all delivered in The Bert Show's signature blend of humor, skepticism, and real talk—essential listening for anyone planning to buy a car, especially if you want to sidestep stereotypes and get the best deal possible.