Is Your Dealership Optimizing Sales with Women Customers? Really?

Welcome to the inaugural Women’s Wednesday blog. As the leader in connecting women+families with Certified car dealers, look for brief educational tips and nuggets from us to weave into your sales and service practice to expand your sales to women. With our deep vertical expertise, we are here to assist with suggestions to make doing business with women a natural, core value and expression at your dealership. With that, let’s begin:

While women influence over 80% of all car purchases, they actually bought 27 million vehicles last year – most at car dealerships. That is almost 75,000 cars a day! How about at your store? Are you optimizing sales to this powerful buying group?

Did you know?
Women visit 2 dealerships prior to buying a car. When women leave dealerships and don’t buy, 2 out of 3 do NOT return! Ouch -- better ask the right questions and treat her exceptionally the first time. Chances are, there is no second chance. The number one reason women report they did not return is, “I didn’t like the way I was treated.”

How well a women is treated is the most significant and important factor for her staying at, staying engaged, and buying from your dealership. Price is secondary! Stay tuned for the more including the top 5 reasons women buy from their sales advisors. Again, it is NOT price!

Women are the fastest growing segment of buyers. Market to them before they walk into your store by showing your transparency with your Certified Women Friendly logo. Sign up here to learn more. There is no cost for any dE member...really.

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Comment by Brian Bennington on March 5, 2014 at 8:39pm: Why Anne, what a nice post! It was short enough that it didn't intrude on my work, and important enough that I felt I wanted to add my 2¢ worth. And, knowing I wanted to say something, I actually studied your post more than I normally would have. So, this is going to be a regular Wednesday thing, huh? As to the statistics and such, that might be important if you're a manufacturer or big dealer group, but when it comes to the actual "touch point" between the rep and the woman shopper, to me, that's a very personal thing and everyone's going to have their own personal successes and failures at it. And, what works for one rep, or more importantly one woman shopper, won't necessarily work for another rep, or the next woman shopper.

That's why I won't share my personal recipe, as it definitely wouldn't be for everyone, but given everything else is about equal, I much preferred dealing with women. Always have, and it's a safe bet I always will. Not only do I love women, I believed since I was very young, for a lot of reasons, that women are the superior sex. And, think what you may about this, they have the ability to see "romance" in an vastly wider spectrum than men can. Now, don't get flustered, because I don't mean romance as in "sex," I mean it in everything. A women can look at a single flower and "see things" that a man never could.

I can honestly say that, selling to married couples, it was natural for me to pay more attention to the wife than the husband. It was a lot more fun, too. But, it was part balancing act, as too much attention to a wife can bring on a totally different set of problems. On test drives, while the man was driving, if it seemed right I would inevitably ask the woman how they met. What a great "ice-breaker," as with very little prompting, the wife would spend the rest of the ride telling their story, which it seems every woman enjoys doing. And, when we got back to the dealership, she inevitably "loved the car," which is a tremendous advantage when you move to the close. Telling a story you love to tell, to people interested in it, makes the time satisfying regards of what kind of car you're in.

I hope your weekly blog talks of these things. The romance component of selling, on the posts I see on ADM and ED, is never discussed. And, I'm sure you know how it can make all the difference.

Comment by Marsh Buice on March 5, 2014 at 7:12pm: Anne, I loved the podcast you had with AutoSuccess and this quick blog! I had no idea of the fact of the # of dealerships women shop & the likelihood that once they leave they won't return. I'm sharing this w my team. Thank you for the insight. I'm looking fwd to more next Wed.