Boost Women's Confidence to Boost Your Sales

The Good News? Women account for 50% of car purchases, and influence more than 80% of the deals.

The Downside? One in three women report feeling apprehensive or overwhelmed when they shop and buy a car. Only 38% of women feel confident about the process.

Women have different buying criteria and behaviors than men. Women rank trust and respect at the top of their list when it comes to choosing a sales advisor and are 50% more likely to read dealer reviews. They prefer to read reviews written by her peers.

Reading dealer reviews, bringing someone with her to the dealership --- these actions show women are seeking ways to be confident about their purchase. Here are tips to boost women’s confidence and impact your sales revenue:

1. Convey trust and respect. At the core of building trust and respect is the ability to listen and respond to what a woman is saying. Listen, don’t lead, and pursue a goal of truly understanding. After all, she is in your store and she is there for a reason, even if she isn’t purchasing today.

2. Support the decision making process. When it's time to buy, just 1 in 10 women know exactly which one they want. What this means is she has a list of needs and desires in a car, and wants to find the best fit for that list. This isn’t indecision, it is a smart and more open way to shop. A savvy sales advisor will create a “decision tree” that helps reduce the list of cars to the best choice. Following a logical decision-making process will help a woman feel she bought the right car.

3. Create a powerful evidence-driven reputation digital-to-showroom story. Encouraged happy female clients. Why? Their scores rate higher than men, and they acknowledge their dealership and sales person with rave posts. Use your reviews and reputation in your advertising so this buying segment puts you at the top of the list.

What’s in it for Your Dealership?
A confident, delighted buyer who has written a positive review of her experience can influence countless others to follow her lead. When that buyer decides to purchase or lease again, the loyalty created during her engagement with your dealership will bring her back.

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Comment by DealerELITE on May 15, 2015 at 4:55pm: Anne thank you for sharing

Comment by Anne Fleming on May 14, 2015 at 12:24pm: Brian -- thanks for note, and the reading. Hope you are well.

Comment by Brian Bennington on May 13, 2015 at 6:27pm: HI Anne, Just wanted you to know I always enjoy reading you. As to your content, it's always interesting, especially because I loved working with women when they car-shopped. Maybe because of my previous career peddling organs and pianos, as they far outnumbered men in initiating the purchase of musical instruments for the home.

Comment by Anne Fleming on May 13, 2015 at 8:03am: Steve -- that is a perfect place to start. Real estate, hospitality and millennial are just a few great places and bases to hire from.

Comment by steven chessin on May 13, 2015 at 12:12am: A great place to start would be to hire several women salespeople who are specialists with your specific process.I think the greatest hurdle I face ... and others with successful processes they can perform ... is taking it to a higher-level. The HIRE level. (pretty cool pun isn't it ?)

Instead of hiring zero experience greenpea salesmen -- hire people with unique specialties. I can think of a dozen important skills that need to be represented at dealerships and developed. Phone - chat - auto alert - video - bdc - and on and on.

Comment by Ric McCoy on May 12, 2015 at 4:19pm: Well said Anne. Thanks for sharing.