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The Science of Shopping vs Buying | What it Means to You

‘Buying a car’ versus ‘shopping without buying’ emits a varied set of emotions for women car buyers.

A new Women-Drivers.com study reveals that when there is money in the game, emotions dial up with the heightened sense of commitment. The data reported by women in the 2017 US Women’s Car Dealership Report shows that is it only natural when buying a big ticket item that the buyer's excitement level escalates.

But there’s more than that.

When Purchasing, women report:

  • Confidence wanes by 9 percent
  • Nervousness goes up by over 10 percent
  • Feeling Overwhelmed increases
  • And, more.

5 Ways to help Position the Value of your Dealership and Bolster Women’s Confidence
The chances of an under-confident woman recommending your dealership to friends or family is not very high and, in fact, her negative emotion(s) could result in an unfavorable review. Buying a car is a big decision for anyone, and the sales process includes a series of emotions that can be positive or negative and can be greatly influenced by your sales team. Learning how to turn an apprehensive shopper into a happy, satisfied buyer will pay off now and in the future.

Women are buying 4.5 out of every 10 new cars. Business is competitive.

Make Selling, Advertising, and Marketing to them a priority.

DOWNLOAD WHITE PAPER NOW

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Industry experts tell us that car buyers go to 1.6 dealerships to buy a vehicle.

From the Women-Drivers.com 2017 US Women’s Car Dealership Report, we find that number to be true for half of women car buyers. The other half report a very different answer altogether. An amazing forty-six percent of women car buyers are going to twice the industry average, or 3.2 dealer visits.

Which begs a few questions:

  1. Are the industry experts talking to enough women when conducting their research?
  2. What evidence do you have that the women coming into your store are buying from you? Do you track guests that are overlooked and leave? Do you measure these lost sales and put new behaviors and practices in place to re-capture them?

In the “How Many Car Dealers Are Women Buyers Visiting” white paper, learn that 60% of women who leave a dealership without buying, do not return. Understand what the top 5 reasons are for not buying at a dealership – do any of these sound familiar when women leave your store?

Discover what top dealerships are doing to earn her buy-in and create the right conditions for the sale on the first visit. Sixty-two percent of women report that they return to the dealerships where they first purchased their vehicles to then have them serviced. This highlights the potential to grow value among this critical market segment.

Download your copy of the report

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