Despite the newly carved niche in the industry for women, they are still few and far between in the stores. The women reported very few female applicants and a general lack of interest.
"Women make terrific salespeople," Valas said. "We don't have to overcome that used-car salesman kind of predisposition first. There's a lot of advantages for women in this industry."
The problem, however, is where to find them. "Recruit from outside the industry," she said. "If you get a great waitress or any great sales person—you want somebody who can communicate well. Always be looking to hire. If you see a great person, don't say, 'Well, I don't have an opening now.' Always be recruiting and don't worry about knowing the products. If you've got someone who can just really relate to people, they'll figure out how to match the products to the people. You can't teach someone how to smile."