Women’s Wednesday #2: Top Reasons Women Buy from Car Dealerships (Hint: Price is NOT #1)
Posted: March 19, 2014 by Anne Fleming, Car Buying Advocate
Welcome to Women’s Wednesday. When women perceive they are not treated the way they expect at car dealerships, 65% leave and do not return. That’s a lot of business walking out the door and buying down the street. What can your dealership do to turn more browsers into buyers? We compile a lot of data from dealer reviews, and below are the top three reasons women buy from the dealership they do.
1. Treatment by Sales Person
How well women are treated is the single most influential factor when it comes to buying from a dealership. Women typically evaluate cars on the same grounds as men like price, mileage, design and safety features. However, the deciding factor of whether to close a car deal is greatly dependent on her interaction with the sales advisor.
Treating her with respect is paramount. Show her that you are glad she’s come into your store, acknowledge her presence, put the smart phone away, and listening to her questions are all part of a winning formula. All this may not matter quite as much to men, but it is highly effective in selling to women car buyers. These little things go the distance in winning a customer for a long-time, maybe even a life-time.
2. Best Price or Deal
The second reason women buy from a dealership is the price of the car. Women prefer to buy from dealerships that understand their needs and budget and don’t try to push them into buying cars that exceed their budget.
3. Car Dealer’s Reputation
The car dealership’s reputation really matters – especially to women – as they are more apt to researchband use car dealer review sites than men. They want to make an informed decision where they shop so they don’t waste time and have no regrets.
Did You Know?
Women are 3 times more likely to leave a review – and, a higher scoring review – than men. So, be sure to ask for reviews from your female customers! If you want to be the go-to-dealer in town, deliver the ultimate car buying experience to every woman who walks in your store.
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