Women really want to buy from Women?
My company has a product called VinLens which lets our dealers monitor Website traffic in combination with CRM/ILM activity. Why am I writing this? We have several dealers who have Woman to Woman pages on their websites ( www.mykcford.com ) and we are now able to track several things so here are a couple of examples-
1.) Women who visited stores that did not buy a vehicle- came back to the dealer website either on their own or because of a follow up email and went to the Woman to Woman tab. When the Dealer has a Woman call them back they are easily convinced to come in the store and purchase a vehicle.
2.) Women who visit a Dealership Website before a visit to a dealership are 72.3% more likley to purchase during the first visit when helped by a woman rather than a man.
Our software has the ability to close the loop after a purchase and a customer is communicated with VIA email. In other words, if someone visits your Website and we have no idea who they are- When they show up on the lot and their information is entered into the our crm that includes email we instantly close the loop and can now tell you that they visited the website, what they looked at and all Website visitation info from that point forward. This is how we get our info.
We are gathering more information on this and will soon publish exact information I just thought I would share our preliminary information on this blog.
Replies to This Discussion
-
Permalink Reply by Stephanie Young on
-
Knowledge is power! Being a female who grew up within and continues to make her career in the automotive industry, I find that staying ahead of the learning curve and keeping myself current in the knowledge base is my advantage over my peers. In addition, being female affords me the gift of empathy and therefore a tool for rapid relationship building.
As a consumer, I tend to gravitate towards the salesperson with the keenest knowledge base and the best ability to understand what I need/want and what products/services meet or exceed this need/want. Therefore, I ponder if gender really is the deciding variable in my purchasing power. I think it might be possible that a successful woman within the automotive industry has adapted a mixing of knowledge with empathy as a tool for achievement in what is most of the time an emotional purchase…….buying a car. -
-
Permalink Reply by Barry Moore on
-
VinLens will be a great tool for us. It will take a little time for our team to master the power but all involved are excited. We had started a program a few years back working with woman in the service side. The program was called " For Women By Women". It involved female techs and servcie writers to meet our female customers on a Saturday morning to learn how to maintain their car. It was a good program. Just need to find more female technicians.
-
-
Permalink Reply by Michael Dullea on
-
I am a little perplexed myself with the results we are seeing as I believe that what everybody should want is a professional salesperson with the proper knowledge and skill set to make them feel comfortable with their buying decision....but..... I think it is awful hard to get away from the used car guy" stereotype that most people seem to be taught from birth and reality is there is no such thing as a "used car gal"stereotype. For some reason Women seem to be more comfortable buying from Women.
On another note- I researched stats today that I thought were interesting- I could not believe the amount of people that buy a vehicle and return to the dealer's website and look at their trade. I am assuming they are thinking something like this- WOW they only gave me $10,000 for my trade and now they are selling it for $16,000 boy they ripped me off!
I wonder what can be done to help this when we know a customer is looking at their trade? -
© 2024 Created by DealerELITE.
Powered by
