Is Selling Service to Women Really Different?

Statistics show that over  65% of the clients coming in for service on most drives are women. They will tell you they want to be treated the same as your male clients but this simply isn't true. Our emotions and expectations are completely different.  This is important to know since women are three times more likely to fill out a CSI Survey. When selling to women our priority should not only be to make the sale, but to make her feel good about the purchase.

Women make buying decisions based on emotions. 

Yes, I am admitting that we are emotional! Look at the items we most often purchase. We buy products or services that make us look and feel good about ourselves, our homes, and our families. Gentlemen, have you spent an entire day looking for the perfect shoes for one occasion? Once we establish what emotion will motivate her to buy, we can develop a customized professional presentation.

Is she emotional about:

• How the car looks or handles
• Her families safety
• Cost 
• Reliability
• Comfort
• Conveniences your store offers
• Her time constraints for the day
• Retaining the value of her car

Pay close attention to everything communicated during the write-up. She may mention that she uses this car to drive her children to little league events, and they have an important game tonight. She has just verified that safety, reliability, and time are going to be important points in making a sale. Here is an example of how your advisors can use this information.

"Ms. ________, I appreciate all of the details you were able to provide today. This information will help your certified technician diagnose, and repair your car efficiently. Rest assured we will get this taken care of. I would like to point out one thing that we noticed while we were checking under the hood. As you can see, your coolant looks burnt and dirty instead of clean and clear. This is a sign that it has done its job, and needs to be replaced. Coolant protects many parts of your vehicle by keeping it running at the right temperature. Keeping it maintained will prevent more expensive repairs in the future that could occur from freezing, or over heating on hot summer days and long drives. It sounds as though your kids keep you very busy and on the road a lot, right? (let her agree or talk) The last thing you should have to worry about is car problems on your way to their special events. We can take care of this today for only $___.   If everything goes as planned, the technician will have your car maintained, repaired, and returned to you in time to get your family safely to the game tonight. Will you be needing a ride somewhere while we take care of this for you today? Great then let me just get a signature and we will get started."

This is a soft-sell approach that makes your female clients feel valued, cared about and heard.  Once this is accomplished, you will have a customer for life!  

  What Drives Women?