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So, you’ve received a poor review from a woman customer. Now what? First, remember poor reviews will happen. Someone will be unhappy with your dealership at some time. The same happens to Starbucks, Apple and Nordstrom. As long as the poor reviews are infrequent, they really are good news. Why?

  1. Customers expect to see a variety of ratings when reading reviews. If all are “exceptional”, customers will think they aren’t seeing the whole picture.
  2. You have a chance to correct the issue. Your dissatisfied customer could have not mentioned the problem and just told her friends. Instead, she took the time to tell you about it, and now you have a chance to work on it – and most importantly, the relationship
  3. It allows other women prospects to see the entire thread and see the larger picture as well as understand how you respond and treat customers.

The key issue for any ‘poor review’ is how you handle it. Here are a few things to consider:

  1. Use rating services that allows this type of feedback to be held offline until you have a chance to resolve the problem. (Certified Dealers on Women-Drivers.com allows 10 working days for customer resolution before posting the review.)
  2. Carefully read and note the real issue. Determine if it's a problem you need to address internally. Don’t dismiss it or think it is a one-time problem.
  3. Discuss the problem in a prompt manner with your customer. Be sure to thank her for the feedback and make sure she has been “heard and gotten.” Once the issue is firmly resolved, you may consider:

    a. Offer a service coupon and ask her to give you a chance to make up for the inconvenience.

    b. A follow up call from the Service Advisor or even the GM provides an appreciative touch.

    c. Free car washes or lunch for two can be in order.
  4. Resolve the issue internally, even if it was a one-time problem. If one customer reported the issue, other customers may have experienced the same thing.
  5. Ask the customer if they are willing to re-write another review based upon this issue being resolved to their satisfaction.

Did You Know?

Customers who leave a bad review have taken the time to tell you about it rather than just walking her business elsewhere. View this as an opportunity rather than a threat and reap the rewards. Customer retention and recognizing the residual revenue in the service drive is paramount. Keeping a customer costs a lot less than getting a new one.

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Car advertising is heavily slanted towards price. The buying demographic has shifted to women who now make up more than half of the sales, and influence over 80% of the deals. Today, it makes sense to move advertising to accommodate this powerful market sector.

Did You Know?

When women are asked why they bought a car at a particular dealership, the “Sales Advisor” was the #1 reason. “Price” and “Dealership Reputation” tie for second place.

All customers want the “best” deal possible and women are no exception. In fact, 7 of 10 women report that price is a top factor in purchasing a particular vehicle.1

What Does this Mean for Your Dealership?

It means that applying “softer and smarter” factors can improve the overall messaging effectiveness in traditional TV, radio and print advertising. Improved effectiveness increases reach, and provides more advertising dollar value. Let’s take a closer look:

Idea #1: Ensure your advertising conveys reputation, trust and respect. Reviews and scores are subtle forms of advertising that are ongoing, persistent and pervasive. Frankly, they create an evidence-driven reputation. Numbers speak louder than words. Emphasize your dealership’s rankings and how you compare with others in your brand category and geographic area. Consider using:

  • Customer Testimonials: Authentic and local testimonials will personalize your advertising and convey a customer-centric approach.
  • Reviews, especially reviews from women. Women are 50% more likely than men to read reviews, and prefer reviews written by women.
  • Statistics to convey reputation, e.g., “#1 in customer satisfaction” from reputable sources.
  • Positive words that convey a high level of service: happy, comfortable, delighted, pleasant.
  • Supportive Digital content. Make sure your web site conveys inclusion, with women as an identifiable demographic. Showcase reviews on your home page.

Idea #2: Supplement competitive pricing with specifics that speak to women. Show women (happy women) in your ads. Include a broad demographic. Photos speak volumes and convey emotions. Remember, 50% of car buyers are women; and 53% of millennial buyers are women.

Idea #3: Show that your dealership is more than a showroom full of cars. Be sure your advertising includes:

  • Showcasing your service center. Mention courtesy vehicles, and any other amenities that show the value you place on customer loyalty and an ongoing business relationship. Ensure your advertising promotes the message “when you buy from us, you receive a good price, PLUS you receive great service.” Describe what “that great service is.”

Putting these ideas into practice
Using these ideas can mean a fresh conversation with your creative agency. Let them know what you want to convey as you reach out to women buyers. A comprehensive advertising program is the best way to start the process of customer engagement. Including and targeting your most powerful buying segment will increase your overall advertising success, provide more value from your budget, and drive more dollars to your dealership’s bottom line.

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Overselling: What is it Costing You?

Selling cars to women takes a confident equipped sales person with a high level of communication skills, personal engagement and EQ. Women visit 30% more dealerships and may take a longer time in the shopping funnel than men. Patience is another key aspect to making a sale. Understanding when to stop pitching ideas and pull back is extremely important. Going overboard can be perceived as annoying or assertive an end up being a deal-breaker.

Surefire Signs of Overselling
Here are some signs of overselling. These show shoppers may be changing their minds and no longer interested. Paying attention to these can help your sales team pull back when they start overselling without realizing it.

1. Shopper becomes Distracted - When customers get busy with their phones while having a conversation with their salesperson, this is an indication that Facebook, Pinterest or Instagram are winning. It shows the potential buyer is losing interest and could leave soon if their interests or needs are not piqued.

2. Unease in Body Language - Body language, like averting eye contact and fidgeting, can be signs that are not hard to miss. These body movements show that customers are tired of listening to the pitch. They may believe their salesperson is trying to assert his/her personal opinion on them regardless of understanding what it is they want. This can cause frustration.

3. Moving Away From Salesperson - When women shoppers begin to move away, it shows the salesperson might have overdone it. This is the time to stop focusing on techniques and check in by asking them questions on their interest.

Did You Know?

One of the main reasons women go to more dealerships is NOT price. Rather, it’s because they want to get their buying experience “right”. If that initial engagement doesn’t go as well as they want, they will leave your dealership and go elsewhere. The sale and residual revenue have been lost forever. What’s the cost of your cumulative lost sales due to poor first engagement?

Tips to Avoid Overselling
1. Understanding what women buyers want and need is the key. Instead of pitching ideas right from the beginning, provide a space for women to express themselves. Ask questions and then ask some more. This is the best way to learn what their car buying needs are. It also provides a great opening to get related, so there is a connection; women buy when there is trust and respect provided. Listen to them first and then pitch ideas.

2. Friendly sales people are easier to talk to and women feel more comfortable around them. They find friendly salespersons more likeable. Our research shows that likeability is one of the top factors that help close a deal.

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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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It’s Officially the Women Buyers Era...

OEM’s are increasing their advertising towards this powerful buying segment. Smart dealerships are too. Women bought an estimated 13 million cars at new car dealerships last year; an estimated 35,000 vehicles a day.

How many female “up’s” are converting to buyers at your store? If you aren’t tracking that number yet, we suggest you start accounting for sales by gender. The upside of your gross profit potential is tied to this.

The 2015 US Women’s Car Dealership Report, compiled after 3,450 women’s car dealer ratings and reviews, showcases the top car brands as rated by women when purchasing. Each brand’s WSI® or Women Satisfaction Index is derived by taking the aggregate of all the dealer’s scores from that brand’s reviews on the site ranging from a 5.0 (highest) to 1.0 (lowest).

The average WSI® for purchasing was 4.73, up from up from 4.65 last year. The top ten rated brands are Mercedes-Benz (also held the #1 spot in 2014), Lincoln, Dodge, Jeep, Chrysler, Volkswagen, Lexus, Chevrolet, Ford and Volvo. They were followed by Audi, Toyota, Hyundai, Subaru, and Nissan brands.

Did You Know?

One in 3 women buyers describes being “apprehensive”, “nervous” or “overwhelmed” at a dealership when buying. Another 13.4% say they feel “intimidated” or “frustrated”. In this hyper-competitive market, what is your dealership doing to combat this? Do you offer a hassle-free, seamless experience?

You’ve heard it before: women have a different set of needs and expectations when buying a car. Yet, it’s a pretty straightforward equation. Car manufactures and dealerships that focus on treating women well by engaging and respecting them in a trustworthy manner throughout the purchase process are positioning themselves exceptionally to capture future business. It is not the luck of the draw; these businesses have processes and training in place to optimize the customer visit. More importantly, the execution of that training is being fulfilled.

Certified Dealers Rate Higher

While the overall WSI® score was 4.73, there is a distinct difference in the dealerships’ reviews and scores.

  • Certified Women-Drivers Friendly® Dealers have a 4.85 WSI® or 97.0%
  • Non-Certified Dealers have a 4.48 WSI® or 89.6%

There is a tremendous upside for dealers to become Certified and distinguish their business to women+families. These numbers indicate a correlation between Certification, higher CSI and increased sales and profits.

HOW DO I BECOME A CERTIFIED DEALER?

Click here to find out!

Click Here For Your FREE Copy Of The 2015
US Women’s Car Dealership Report

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Our company has published it’s second annual report which showcases women are having empowering experiences at progressive car dealerships in the United States.

Women are responsible for buying over 13 million cars at new car dealerships; that’s an impressive 36,000 vehicles a day. Dealerships have to literally change gears, advertising, amenities and their sales strategies to attract this powerful buying force. “It’s a very competitive industry” shares Women-Drivers.com President, Anne Fleming. “Women know they can buy a car anywhere in their respective city. It’s in dealer’s best interest to strategize and market to women. However, it takes more than just having a family female spokesperson.”

The research in the 2015 US Women’s Car Dealership Report comes from over 3,450 women’s surveys from the company’s website. From these surveys, the company generates a Women Satisfaction Index® or WSI score. The range is from a 5.0 (the highest) to 1.0 (the lowest).

Unlike other 5-star review sites, Women-Drivers.com offers women the opportunity to write a quick review and then opt-in to a ‘deeper dive’ survey to share more thoroughly about their dealership visit. Over 90% of the reviewers opt-in to the twenty-five question survey.

Fleming goes on to share, “In the past, women haven’t been asked for any real feedback by the industry, with the exception of the dutiful CSI. Through our platform, women are empowered by the opportunity to share their voice and provide productive opinions. Generally, these buyers are having more than “satisfied” visits at car dealerships; they are truly delighted by the respectful and trustworthy manners of their sales advisors. In turn, when asked to write a review, they are generous.”

Dealership groups and manufacturers use the data collected by the company to better understand, improve and shape the customer’s experience. From the analytics, trends and predictive patterns are captured to help take the guesswork out of marketing to women.

Key Findings

  • When shopping for a vehicle, the overall WSI was 4.37, up from 4.25 last year. The top five rated shopping brands by women are Volkswagen, Ford, Chevrolet, Jeep, and Buick.
  • When purchasing a vehicle, the overall WSI was 4.73, up from 4.65 last year. The top five rated purchasing brands by women are Mercedes-Benz (also held the #1 spot in 2014), Lincoln, Dodge, Jeep and Chrysler.
  • When leasing (a subset of purchasing), the overall WSI was...Click here for more about Trends of Women at Car Dealerships.

Click Here For Your FREE Copy Of The 2015 US Women’s Car Dealership Report

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We are well into December. It's time to take stock of your year and your accomplishments. It’s definitely time to have fun and to be mindful of what is ahead. As we turn the corner into a new year, 2015, today’s Women’s Wednesday you are invited to take a short, interactive quiz to evaluate where there is room to expand your dealership’s customer excellence. And in doing so, your competitive edge.

The idea to establish a quick test came from a family of dealerships with extraordinarily high CSI and WSI (Women Satisfaction Index) scores. They asked Women-Drivers.com to establish a baseline to gauge how they compared to other dealerships in order to further increase customer loyalty and engagement for their business. We interviewed a number of other forward-thinking dealers in the following areas: Sales, Service, BDC, Brand Reputation, Concierge Services, Social Media, etc.

Read the Latest Her + His Car Review
Share with your Social Communities

There are always two sides to everything, right? To keep our car reviews innovative and well-rounded, we are providing you with not just one, but two points of view on the same exact vehicle – Her + His perspectives.

DID YOU KNOW?

Ever notice how narrow advertising messaging is from one dealership to another? According to most marketing messages, every dealership has the ‘best’ pricing. Truth is, not all dealerships offer the best customer service. How come more dealers don’t advertise their customer excellence+service? A-HA! THAT’S what women+families are most interested in is having a trusting, respectful and comfortable experience!

Litmus Test Take Aways
After completing the 12-question test, dealers are assessed and scored into one of four categories: Leading the Pack, Standing Tall, Holding Your Own and Missing the Mark. In this highly competitive industry, dealers are constantly looking for new ways to expand their level of customer service and retention.

Some simple recommendations are provided upon completion of take the testthe quiz such as courtesy cars and a child-friendly area. These are not novel ideas, yet it is surprising how many dealerships have yet to embrace fairly effortless changes such as these. The quiz feedback also includes innovative initiatives in each of the four categories to stretch your customer service and standards to meet the changing landscape of the customer. What's your score?

Get Started Here: www.HowFriendlyisYourDealership.com to take the test

Want to Sell More Cars and Distinguish your Dealership to Women?
Click here

Did you receive a Free copy of the 2014 Women’s Car Buying Report? Click here

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In today's Womens Wednesday, we focus on selling to women. Let's get real: Research indicates that women rely on reviews 50% more than men. They account for 52% of the vehicles purchased in the US and influence over 80% of the total purchases! So developing a marketing strategy to target this substantial buying segment is critical. Wouldn’t becoming a Certified Women-Drivers Dealer be a great first step?
 

7-Ways to Leverage and Merchandise your Certification to Increase Sales and CSI
Leverage your Women-Drivers Certification by distinguishing your dealership from others in your city! Advertising the Certification like this shows women that you are serious about their business and treat them exceptionally. Over one-third of women buyers feel that the dealership website that they visited was not helpful. So that is an excellent place to start!

1. Integrate the Women-Drivers Car-Buying and Service Guide into your website. The WCBSG is a micro-site within your site that contains an abundance of content and tips for women on many areas of shopping and servicing vehicles and is a clear indication that you appreciate their business. CLICK HERE for more information. Make sure you include the WCBSG in your navigation and main site rotator.

2. Incorporate the Women-Drivers logo into your website. Include it in main navigation items such as About Us, New Cars, Used Cars and Service and Parts. Provide a link to your reviews.

3. Be a ZMOT practitioner. Incorporate W-D Reviews on your VDP’s to take advantage of that Zero Moment of Truth when the shopper is trying to determine if you have the Right vehicle and if you’re the Right dealership for her!

4. Improve your Women-Drivers conversion ratio by including your Certified Logo and status in every lead response to female shoppers. Let them know that you are the only, or one of few, W-D certified dealers in your town and provide them a link to your reviews.

5. Make your reviews more engaging. With our mobile platform and photo upload system, you can get a positive review AND take a picture of your happy customer with their new vehicle, right at time of delivery. This will make your reviews much more engaging and more likely to be shared by your women buyers. Remember all Women-Drivers positive reviews are automatically pushed to Facebook.

6. Targeting your Digital Advertising. One of the best ways to reach women these days is on Pandora radio. Its unique format and technology allows you to target JUST women. One of the neat aspects of Pandora radio is your radio ads come with “companion” digital display ads. So you could create a digital ad specifically targeting women and link the ad to the WCBSG on your website. Pretty cool!

7. Traditional Advertising still strong among women. As you know, there are certain TV and Cable shows geared specifically towards women. Your rep can show you the research and put together a buy to target women. Using your W-D Certified Logo, produce a commercial specifically designed to reach women and leverage your certification and desire to make their shopping experience both pleasant and productive.

Want to Sell More Cars and Distinguish your Dealership to Women?
Click here

Did you receive a Free copy of the 2014 Women’s Car Buying Report? Click here

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Today we are looking at the Service Drive. This is the critical department where your female customers visit in between purchasing or leasing their vehicles. With all the touch points in the service department, it's also happens to be the highest gross margin department in your store. It's the place where retention happens - or doesn’t.

The Good News?
Women are having very good experiences on the front end of the dealership. 93% of women report it was easy to schedule their service appointment. Furthermore, a stellar 95% of women report being satisfied with the way they were greeted by the service advisor. Better yet, 96% were completely satisfied with their dealership experience. Bravo!

The Bad News?
There is a drop off at the end of the interaction. How so? Only 69% of women report receiving follow-up communication from their dealership… a huge miss! Why not send them a personalized email for a free car wash? A free tire rotation or oil change? Additionally, 13% of our reviews report the service was not completed correctly, on time or at the estimated price. This is more troubling, as over one in 10 women can be leaving your dealership, and because you don’t even know it , you can’t resolve the issue and retain that customer.

Want more information on this all-important topic? Click here to read

Want to Sell More Cars and Distinguish your Dealership to Women?
Click here

Did you receive a Free copy of the 2014 Women’s Car Buying Report? Click here

Read more…

Today’s Women’s Wednesday is a must-read as we focus on the cost to your dealership when women walk out.

In the Wall Street Journal last month, it was reported there are now more women drivers on the road than men. The last several years the auto industry has witnessed a big and not so surprising shift in the car buyer demographics particularly in terms of gender.

This leaves many dealerships shifting their paradigm in terms of how to re-strategize their business and marketing plan to truly optimize sales to women. And, it’s leaving other dealers unsure as to exactly how to do that!

Women Walkouts: A $4 Million Cost Analysis
Dealerships don’t even know that they can increase their sales another $4 million dollars a year. How? Most walk 10-15 women out their door each month and don’t even know it. By paying more attention to women and providing critical respect + trust the whole way through the sales engagement process; those browsers can be converted to buyers. Easily.

Did You Know?

Today, when a woman walks out your store dissatisfied without making a purchase, it’s a matter of concern, because:

  1. If she isn’t buying from you then she IS going to buy from your competitor
  2. If she isn’t buying from you then there is a good chance she will be writing a review on a car dealer review platform about that experience
  3. If she isn’t buying from you, you not only lost the sale, you lost the RESIDUAL REVENUE
  4. RESIDUAL REVENUE = Vehicle + (Service Drive Visits X 3-6 years)
    + Future Vehicle(s)
  5. THIS is happening at your store EVERY DAY; It's what you DON’T KNOW THAT YOU DON’T KNOW

Double Check Your Automatic Response, “That Doesn’t Happen Here, We Treat Everyone the Same”
Women shop at 1.9 dealers before buying a vehicle, or the equivalent of 30% more dealerships than men. Why is that? They want to get it right, and avoid getting it wrong. Don’t be so quick to think she is not leaving your store. An unhappy potential car shopper walking out of your store costs you a fortune - literally. Here’s what is put on the line when this happens:

1. You Lose the Opportunity to Make a Quarter-of-a-Million Dollar Sale
Women buy or lease an average of 8 cars in their lifetime. At today’s average price of $32,500 that money adds up quickly. Plus service drive visits over the long haul; that is a huge chunk of gross profit and sales, too.

2. You Lose a Customer for Life, or at least a Long time
Lose the loyalty that this woman and family + friends bring. Not to mention, her many referrals. Huge miss!

3. You Lose More Potential Buyers
Women are influential. This can work in your favor or against you. So, whether she is just looking around and browsing, you need to offer the ultimate shopping experience so that she walks out your door feeling content. If that happens, she’ll spread the word and - return to buy. If it doesn’t, she will walk and talk. It’s a pretty simple formula. Which side of the $4 million will your dealership be on? In today’s hyper-competitive market, its time to pay much closer attention.

Want more information on this all-important topic?  Click here to read

Want to Sell More Cars and Distinguish your Dealership to Women?  Click here

Did you receive a Free copy of the 2014 Women’s Car Buying Report? Click here

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Think Like a Woman @ Your Dealership

A recent Wall Street Journal article titled “Car Sellers Refine Pitch to Women” revealed that more women are driving than men. In fact, there are 105+ million women on the roads today, as opposed to 104+ million men and more elderly women are holding on to their driver’s license (USA Today, Nov. 2012). As the relationship women have with their cars tightens, it’s time the industry takes notice and adjusts their pitch to reflect a more engaging “hello."

So how can a dealership make that emotional connection with women? Rattle off horsepower numbers? Well, sure that’s one way. Another innovative way dealerships can connect is through the discussion of UV damage through windows and the windshield. Melanoma is on the rise and women’s hands bake in the sun while driving. As Americans, especially Californians, spend more and more time on the road (up to 600 hours a year), that’s more time spent exposed to the deadly powers of the sun.

Did you know that skin cancers occur more commonly on the left side of the body because that is the “driving” side (www.skincancer.org). A woman’s left arm and hands are constantly exposed. With hundreds of hours spent in the sun every year, her skin is increasingly at risk for skin cancer. Additionally, her skin is significantly aging (and let’s face it, the hands always give away a woman’s age).

The Skin Cancer Foundation provides guidelines for preventing skin cancer. The first, and best, line of defense is covering up with clothing, preferably UPF-rated clothing—not sunscreen. While sunscreen is the second best alternative, it must be applied every two hours to work. Rarely is this done; sunscreen is messy and reapplying is inconvenient when a woman is driving to and from work, picking up the kids from school, or running errands.

Beyond health concerns, think of it from a marketing perspective. Your concern regarding UV damage shows that you care. As buyers, women want you to care about them as people, not just the safety factor of the car. They would love it if you left a pair of fashionable UPF driving gloves in the car as a “safety precaution” and thank you gift. They would tell all of their friends about that and you would have a friend for life!

This is why you should meet Sundriven UV Apparel. After having lost relatives to melanoma, the founder was determined to create safe, fashionable products for women that prevent against sun damage. The result was the perfect driving glove with a UPF 50+, the highest rating. There is no sunscreen on the market that can protect like these eco-friendly, sustainable, and luxury driving gloves can.

For more information to assist with information for your women clients, sharing more information on your social channels, or offering this innovative type clothing when driving, contact Sundriven. Women’s Month is just around the corner!

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In today’s competitive marketplace, women buyers are crucial for auto dealers' success. Just take a look at numbers and reported growth opportunities in a recent Wall Street Journal article.

It may be no surprise that car buying is an emotional purchase for women. Even on the heels of a recent survey showing women are comfortable with negotiation than men, there is still a huge upside for dealers to create an empowering buying experience for women.

Did You Know?

Every other woman in the United States purchases a car by herself. While many women are confidant and excited, others walk in with different emotions. Consider, that 3 in 10 women report being apprehensive about their visit while 20% are nervous and overwhelmed. You don’t know which woman coming in your door is feeling what. Nonetheless, it is vital to encourage and boost women's confidence, respect and trust from the get-go. Establishing trust-based relationships and assisting them in a considerate, flexible, non-intimidating manner is the equation for having a browser convert to a buyer. Anything short of that, she walks.

Tips to Empower Women and Increase Buyers + Retention:

  1. Respect and Trust are the building block to every car sold today. It begins with greeting her in a timely and friendly manner. Eye contact is locked in and the smart phone is put away.
  2. Invite women to use your wifi or child play area. Would they like a cold or warm beverage?
  3. Have them lead the conversation, but it's your job to ask questions. What distance does she drive to work? Does she have children? What type of activities does she do? Talk to women like you are having coffee with her. Don’t be in a hurry to get her into the car for a test drive.
  4. When asking about features, be sure to use full sentences with women, not “leather or cloth.” Our senior trainer friend, Vicki Parker, provides these tips that make a difference when engaging with prospects. Women don’t want to be rushed, they want to build and create a sense of relationship.
  5. The four-corner-around-the-block-11-minute-test-drive doesn’t serve all customers anymore. Let women make their own trail. Bring the car to their work place to test drive when needed. Better yet, let her take it overnight so the family can give it a true road test. That is one way to surprise and delight your customer.
  6. The average length of time it takes a woman to buy a car is 3 hours and 30 minutes. How about a “Buy a Car in 120 Minutes or Less”? Women love saving time.
  7. Have an open door Car Wash Policy.
  8. The #1 concierge item requested by women is an overnight vehicle. It is no mystery women do not want to have to wait for someone else to pick her up, be dropped off by a van, or — have to pay for a rental car. Make it easy for your customers.

Want to Sell More Cars and Distinguish your Dealership to Women?  Click here

Did you receive a Free copy of the 2014 Women’s Car Buying Report? Click here

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Car Sellers Refine Pitch to Women

Among Millennials, 53% of Car Buyers Are Female

Aug. 20, 2014 6:52 p.m. ET

Cathy Anderson, right, owner of Woody Anderson Ford, a Huntsville, Ala., dealership, discusses a car with
Connie Hicklen. Shawn Poynter for the Wall Street Journal

On a recent hot summer night outside Detroit, a 62-year-old woman sat in a chair watching the Telegraph Cruise, a classic-car parade on Telegraph Avenue in Taylor, Mich., when a stranger approached and began asking questions.

What kind of car did she drive? Why had she chosen that automobile? What did this choice say about her identity?

The stranger, it turned out, was Chris Lezotte, a Ph.D candidate at Bowling Green State University, in Ohio, who was doing ethnographic research for her dissertation on the relationship women have with cars.

Ms. Lezotte is one of a small army of researchers trying to get inside the heads of women who need transportation—"to uncover the various meanings women ascribe to cars in a variety of contexts," as she puts it. The University of Michigan Transportation Research Institute put out a study in 2012 showing that the number of women drivers in the U.S. had surpassed that of men, 105.7 million to 104.3 million, as of 2010.

Ever since, researchers have been wondering why the car-shopping and buying experience is still such a man's game. The National Automobile Dealers Association says last year some 91% of car salesmen at franchised dealerships were men.

Women accounted for 39% of car purchases in 2013, up from 37% four years earlier, according to J.D. Power. That may not seem like a big change, until you consider that Americans bought almost 15.6 million cars last year. A 2% shift represents more than 300,000 vehicles.

When a man buys a car, there is often a woman behind the decision, according to the buzz in auto circles. Globally, women are "making the final decision on more than 60% of new car purchases," said Carlos Ghosn, president and chief executive of Nissan Motor Co, in a speech in July.

Chris Lezotte, a Ph. D candidate studying women's relationships
with their cars, in her 1949 Ford Coupe. Alan Kalter

Melody Lee, director of brand and reputation strategy for General Motors Co.'s Cadillac division, says she believes women wield influence in anywhere from 85% to 95% of car purchases. "That's what we're seeing in our showrooms and that's what our dealers are telling us," she said.

Here's another statistic, culled from her research: "If 74% of women feel that they are misunderstood [by car marketers] but they're influencing up to 95% of our car purchases—that's a huge missed opportunity there," she says.

Researchers say demographic shifts offer more reasons for auto makers to refine their sales pitch to women. Women earn more, marry later and divorce more often than they used to. And both women (and men) can be formidable customers, arriving at the dealership armed with research found online, so they aren't at the mercy of a salesman.

At the same time, social media give women "a voice that can impact brands like no other time in history," says Jody DeVere, chief executive of AskPatty, a women's automotive-advisory website.

AskPatty.com is a kind of automotive matchmaking website for women. Its panel of female experts, from automotive executives to magazine editors to race-car drivers, give women advice on buying, maintaining and insuring cars. At the same time, it sells services to automotive companies who want to attract more women customers.

By completing Web-training modules, retailers can be certified by AskPatty.com as "Female Friendly." AskPatty also offers webinars on how to reach women buyers who are Hispanic or baby boomers.

A newer company with some similar aims is Women-drivers.com, which serves as a forum for women to discuss experiences at specific car dealerships. It also offers support for dealers with feedback from women, content for social media and its own market research. Even before Chief Executive Anne Fleming founded the company in 2013, she had begun compiling her own research on car buying, by sending a questionnaire to some 500 women. The company's continuing research has found that women visit an average of 1.9 dealerships before buying. And 47.5% of women who bought a new car went to the dealership by themselves.

Experts have found women are more likely to rely on online customer reviews and friends' opinions when shopping, while men are more likely to turn to expert reviews.

Ford Motor Co. has created a program called "Live.Drive.Love," which offers women 24-hour test drives. Chantel Lenard, director of U.S. marketing for Ford and Lincoln, said, "It's an opportunity [for women] to experience the product on their own time, in their own environments, so they can show it to friends."

What's down the road? Consider this statistic, Ms. Lenard says. Among millennials—the young adults all industries will soon be fighting for, if they aren't already—53% of car buyers are female. A 2013 Autotrader.com study also projects U.S. millennials will be the wealthiest generation ever.

"We're seeing a shift where females are becoming the majority," Ms. Lenard said. "It's an important market and we want to make sure we're delivering on their needs."

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Today’s Women’s Wednesday we are focusing on the up$ide of reviews and what they really boil down to with women shoppers, prospects and buyers.

While you know that women buy almost half of all cars purchased and influence even a much higher number, are you aware of the real upside in selling more cars to women by distinguishing your store as a women+family friendly marketplace? Why is this important? Let’s take a closer look.

Men shop at 1.4 dealerships while women visit 1.9 dealerships prior to buying a car. One-third of women are apprehensive about the buying experience and 20% report being overwhelmed. In fact, a recent poll shows that women are 50% more likely to rely on car dealer reviews than their male counterparts. Why? They want to get the purchase right and avoid getting it wrong. Elite dealers leverage reviews in advertising to mitigate any negative emotions of some customers and to showcase that their dealership is a pain-free company with which to do business.

A brilliant way to distinguish their store from the competition.

Did You Know?

JD Power reports women are more generous than men when rating their dealership experience

Women relate to other women and trust these reviews more than ones written by men

Certified Dealers Upside is in the Million$
Let’s be frank. Women can buy a car anywhere in your city for within a couple of hundred dollars from another dealer. Distinguish your store from the others by using your certified logo in your advertising and branding yourself as a Certified Women-Drivers Friendly Dealer. Benchmark with your sales team how many cars you sell to women each month and keep track of it.

By selling just 5 more cars each you will add $2M to your sales at your store.10 more cars will add an average of $4M in sales and 15 more will bring in $6M more in sales annually! Get your team on board and turn those women browsers into women buyers by having them walk into your dealership as a destination store they have come to do business with because of your stellar reputation with women+families.

Want to Sell More Cars and Distinguish your Dealership to Women?  Click here

Did you receive a Free copy of the 2014 Women’s Car Buying Report? Click here

 
Good Selling!

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Last month there was such strong interest in our mid-year report “Dealers Websites are #1 with Women Buyers” we have decided to follow it up with more nuggets regarding your site, engagement and women shoppers.

As competition rises, it’s the right time for dealerships to focus on areas of improvement, engagement, and delivering a quality experience to women customers. Today we are focusing on low cost, positive and quiet changes that can make a big difference in showcasing transparency to women.

1. Provide Email and Direct Number Details: Make it easy for your women prospects to locate and contact the people that they are working with. Email addresses, direct phone or even a cell number is ideal.

2.  Professional Photos of the Staff on the Website: By posting professional pictures of your staff with their names and titles, it is easy for customers to give a face to the voice they have spoken to. Or, at least, it will lower any anxiety or mystery about whom they will be working with during the car buying process

Did You Know?

The #1 online destination for women shoppers is your website? That’s right, dealer’s websites are the top on-line source women visit when in the car buying funnel. Yet, one-third of women report that their dealer’s website was NOT helpful. Making the access, usability, color, content and design appeal as user-friendly as possible is paramount to YOUR business success.


3. The New Standard: No AOL or Yahoo’s in emails: A Hotmail or AOL email address on the dealership business card does not cut it today. Simply put, it comes across as unprofessional and dated. Certainly an Apple, Nordstrom or Lulu Lemon Sales Advisor doesn’t hand out their business card with an “aol” or “yahoo” email. When giving cards to women clients, make sure the email is professional and customized according to your dealership name.  

4. Quick Access to the GSM or Sales Manager: Lastly, customer delays on hold can be inevitable when trying to reach the GSM, Sales manager or ISM. Still, it may be frustrating for women customers to wait and then interact with a receptionist because a voice mailbox is full.
Allowing customers to get through in seconds without long hold times can make a big difference to your women customers calling. Even if it means taking the call and saying hello just to set up a time to call them – it sends a message of transparency, interest and availability. 
 

For more "Small Changes in Your Digital Footprint Create Easier Access for Women," Click Here.

Want to Sell More Cars and Distinguish your Dealership to Women?  Click here

Did you receive a Free copy of the 2014 Women’s Car Buying Report? Click here.

Good Selling!

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What's the NEW TOP Reason Women Buy?

Today's Women’s Wednesday we are focusing on the new top reason women are buying from their sales advisor. Trust has always trumped price when it comes to buying from a sales advisor, but now, in our latest mid-year #bigdata report directly from women's reviews, “trust” no longer has the top spot.

R-E-S-P-E-C-T! Aretha Franklin couldn’t define it better. Respect is now the #1 prerequisite to trust in the formula to selling to women.

The top 5 reasons women buy from their sales consultant are ranked as follows:

1. Respectful
2. Trustworthy
3. Likeable
4. Knowledgeable
5. Understanding

Did You Know?

The 6th reason women buy a car from a salesperson is price. Of course, it doesn’t mean that price is not important to women. It means that having a personable, empathetic, real, approachable, open, and friendly engagement is paramount first and foremost. Pretty much like a first date. Nothing can happen before she sums you up. You have to pass the first test - then, and only then will there be a discussion regarding the price of the vehicle.

 

Want to Sell More Cars and Distinguish your Dealership to Women?  Click here

Did you receive a Free copy of the 2014 Women’s Car Buying Report? Click here.

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