Car Buying and Emotions, Part I
Women shop and buy cars for a number of reasons, but regardless of the reason, emotions are involved in every step. The emotional range can start with excitement about the prospects of a new car, to apprehension when signing papers, to frustration when taking a car in for service.
Why Emotions Matter
During the buying process, your customers will experience a range of emotions. You know this. It is important to understand how these emotions ultimately end up reflecting on your dealership.
Women-Drivers.com has tracked the emotions reported by 3,105 women car buyers, and they are:
- Excited 55.7%
- Relaxed 34.4%
- Confident 30.7%
- Apprehensive 30.3%
- Nervous 25.8%
- Overwhelmed 20.1%
- Intimidated 11.4%
- Confused 8.6%
- Frustrated 8.6%
These percentages add up to more than 100% because respondents can submit multiple answers.
It’s key for your sales advisors to recognize and understand these emotions. They are a normal part of the buying process for any large-ticket item. What becomes important is the ability to discern if these emotions are helping or hurting the approach. Savvy advisors ask the right questions to see if the negative emotions can be minimized by assisting a female buyer to feel more comfortable with the decision being made.
For example, a buyer who is overwhelmed or confused can easily decide to stop the process before it is completed. Recognizing these emotions and taking steps to clarify any buyer’s questions can mean the difference between saving and losing a sale. A buyer’s frustrations can be mitigated by streamlining the sales and financing process to eliminate wasted time.
Emotions make up a large part of a shopper’s experience, and smart dealerships will learn to monitor and do what is necessary to keep the emotions on the positive side.