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.
Changing family dynamics have put women squarely in the driver’s seat with an estimated one-half of all cars sold being purchased by women who are then directly responsible for decisions involving vehicle maintenance and service appointment scheduling.
This makes offering post-sales service on her terms a value proposition worth embracing.
It All Adds Up
From our 2017 US Women’s Car Dealership Report, game-changing data offers a new view of the Top 15 service drive brands rated and ranked by 4,653 women when at their dealerships.
Dealer Satisfaction Scores – High trust and comfort levels are must haves for women.
Fixed Operations Income – Service alerts and courtesy vehicles keep her coming back.
Future Purchase & Referral Rates – Listening without interrupting earns repeat business and valuable referrals from her.
Becky Nixon, an industry authority and Director of Fixed Operations Training for David Lewis & Associates, offers the following:
“Psychologists tell us that women are generally detail-oriented and inquisitive by nature. Convenience being the key, all recommended repairs or maintenance must come with an honest and definitive timeline attached.”
Women who buy from Women-Drivers Certified Trusted Dealers confirm this. They want their questions answered, cars serviced in a timely manner and a service experience that makes them feel good. Making women feel heard, appreciated and understood goes a long way toward earning their repeat business—and referrals. And, very positive reviews.
The Last Word – Distinguish
There already exists a time frame for women to return to their original dealership for recalls or mandatory service visits associated with vehicle warranties. To keep them coming back after those years have passed, it’s imperative to offer relationship-building perks which distinguish your brand, like:
- Free car washes or annual ‘we-appreciate-your-business’ detailing offers.
- Comfortable seating in lounge areas, Wi-Fi connectivity with nearby power outlets, entertaining play areas for children, and clean restrooms.
- Refreshment stations stocked with quality coffee, tea, water and healthy snacks.
Adopt marketing strategies that speak to women’s concerns. Your website and e-newsletters are the avenues for targeted messages and selling strategies when they shed light on service offerings of benefits and provide a deeper understanding of maintenance procedures.
Women rely on these resources for links and data that help them assess a potential need for repairs (i.e. worn out windshield wipers, squeaky breaks). Educational content that is aimed at ensuring their families’ safety can boost a dealership’s brand image and trust among women.
Note: Women’s #1 requested concierge item is a courtesy vehicle. What lasting impression are you leaving your female clients in your highest gross margin department?