Women’s Wednesday #32: 3 Ways to Ensure Women Shoppers Return to Your Dealership to Buy
Posted: September 2, 2015 by Anne Fleming, Car Buying Advocate
Surveys indicate the top reason women do not purchase at a dealership on their first visit is they are still looking. However, only 4 in 10 of those “shoppers” who leave a dealership without buying a car will ever return to the dealership. Given that women shop at 30% more dealerships than men, it is important to create an environment that welcomes a return visit. Here’s how:
1. Establish trust and respect. Women place “respect” and “trustworthiness” as the top two reasons to buy from a sales advisor. Treating a potential buyer with respect and establishing trust at the onset of the sales process will create a positive environment and relationship, which increases a woman’s confidence in her buying decision. She will remember that trust and it will create a strong reason to return to your store.
2. Understand what a woman buyer is looking for. During the initial visit, a sales advisor should ask the right questions to understand her priorities. Are certain features non-negotiable? If the right model and features are not available right away, how quickly can it be located? Taking the extra step toward finding the right fit can bring a buyer back to the showroom.
3. Create an efficient buying process. Women nationally report the average time spent purchasing a vehicle is 3 hours and 20 minutes. Reducing this time lets customers know you respect their time and creates a positive feeling that will encourage return visits, positive reviews and referrals. So can a 3-Day Guarantee Return Policy; it’s all about making customers feel safe, confident and comfortable in doing business with your store. Women have different selection criteria than men when deciding on a car. Understanding the differences can help women reach a decision more quickly, making it less likely she will feel the need to visit a competitor.