Posted: January 23, 2019 by Anne Fleming, Car Buying Advocate
Marketing to women doesn’t mean using pink, having a female pitch-person, or having a manicurist on site. Marketing to women does mean creating a culture of developing solutions specialists to ensure customers trust your business immediately.
Read MorePosted: February 21, 2018 by Anne Fleming, Car Buying Advocate
It’s critical to create ways to tailor your consumer brand experience to the female buyer. She is your number one referral source and the key decision maker of 85% of all purchases at your dealership. We recently had the distinct privilege of interviewing Katie Mares, who inspires audiences around the world to think differently about […]
Read MorePosted: June 7, 2017 by Anne Fleming, Car Buying Advocate
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 […]
Read MorePosted: May 3, 2017 by Anne Fleming, Car Buying Advocate
According to Autodata,17.6 million new vehicles were sold last year, setting a record for cars and trucks. One distinct group of consumers contributed an estimate 8.0 million units to that total: women buyers. Dealers seeking to sell more to this critical market segment can start taking new actions and, in the process, collect data to […]
Read MorePosted: November 9, 2016 by Anne Fleming, Car Buying Advocate
Last time, we discussed how imperative it is for your sales advisors to recognize, understand and empathize with the emotions of each buyer. Discerning emotions can impact the approach and the sale. And this, readers, directly influences your dealership’s reputation! Women & Reviews: A Closer Look Women-Drivers Certified Trusted Dealers have a 92% Satisfaction Rating which […]
Read MorePosted: June 8, 2016 by Anne Fleming, Car Buying Advocate
Are You Aware of the Untapped Market? Bloomberg wrote an article last week about single women and SUVs. Over the past 5 years, small SUV sales to women increased 34%, compared to a 22% rise for men, according to MaritzCX. In this same time frame, premium small SUVs saw 177% growth in sales to women. […]
Read MorePosted: April 6, 2016 by Anne Fleming, Car Buying Advocate
In its first analysis of the top 10 selling car brands of 2015, Women-Drivers.com provides insights into women car buyers’ preferences and experiences. The report includes the top selling brands by units sold in 2015 including Ford, Chevrolet, Toyota, Honda, Nissan, Jeep, Hyundai, Kia, Subaru, and GMC (in descending order, with sales volume sourced and […]
Read MorePosted: January 13, 2016 by Anne Fleming, Car Buying Advocate
Happy New Year to you all! Now is the perfect time to reflect on your current customer engagement and interaction strategies in order to exceed last year’s business. How to achieve this? Does this sound unreasonable? For starters, with the emerging buying power of women, unemployment at its lowest rate in years, and millennial buyers out in […]
Read MorePosted: November 18, 2015 by Anne Fleming, Car Buying Advocate
Last time, we discussed not selling cars like they are “power tools” in your advertising. You know, “the best this, the best that”— it is so cliché and it doesn’t resonate with women. Here are four recommendations to ensure that your sales approach doesn’t fall into the “power tool sales” category, but rather, speaks to […]
Read MorePosted: November 4, 2015 by Anne Fleming, Car Buying Advocate
Women buyers have different reasons than men for choosing where they finalize the deal. Understanding the nuances of women’s buying habits can mean the difference of making a sale or losing it. It's easy to make the assumption that price is the first priority. Price does matter, but it’s weighed along with more emotional priorities like […]
Read MorePosted: October 14, 2015 by Anne Fleming, Car Buying Advocate
You asked for it and here it is. THE white paper that delivers the goods on how to leverage sales to this emerging market. You need to understand the differences between Millennial women and women of other generations, like: Millennial women travel over 25% further to purchase a car What are the top reasons they buy […]
Read MorePosted: June 24, 2015 by Anne Fleming, Car Buying Advocate
Car advertising is heavily slanted towards price. The buying demographic has shifted to women who now make up more than half of the sales, and influence over 80% of the deals. Today, it makes sense to move advertising to accommodate this powerful market sector. Did You Know? When women are asked why they bought a […]
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There are several reasons why you may be considering buying papers. Many men and women realize they have to find those very often, especially when they need to seek a new job or take up a new avocation. Many folks find it to function as the only way to save money as they operate through […]
Read More Subscribe »If your store provides overnight loaner cars, include this in your messaging. It’s the #1 concierge item requested by women.
Ask, track, and always respond to reviews.
Women want to read others’ experiences to help verify what dealerships to visit. Showcase these valuable testimonials on your home page or their own navigation section to build trust and credibility – don’t hide them in ‘About Us.’
Step back and ask, who does your advertising really speak to?
Enhance your advertising by investing part of your ad dollars into what’s in it for her. Include dealer reviews and ‘Dealer of the Year’ awards. Remember to also sell your dealership, not only cars.
Offer a 3-minute tour, share about extended service center hours, mention that you offer overnight loaner cars, and give a free car wash coupon. Always look to surprise and delight.
Provide informative, helpful content in your BDC email response as well as link to reviews highlighting authentic consumer experiences.
As the first point of engagement for customers, be sure your website represents your brand well, conveys trust, is welcoming, and contains educational content that adds value.
Include images of women throughout your digital assets and online marketing campaigns.
The #1 reason women choose to buy is TRUST which requires implementing new behaviors, attitudes, processes, and messaging.
Always greet your customer through active listening, use empathy and understanding, and taking an interest in what they need or want – even if it’s outside the car purchase.
It helps build trust and ensures guests get value from your brand.
Dealers with outdated behaviors and attitudes are losing traction with women in this competitive industry.
You can’t grow what you don’t know.
Ask questions, listen, and get to know the customer. Never interrupt and don’t assume. Consider there won’t be a second visit.
What is your Trust Dashboard with this market?
How is your current and future customer demographic represented in your front line team?
Our platform collects unprecedented pre- and post-purchase analytics about what your #1 buyers want and prefer from participating dealers.
92% of reviewers choose to opt into a 25-question survey summarizing their visit. This unbiased data is available in predictive analytics WSI (R) Dealer Data reports chronicling what these buyers want and experience.
What women want at the dealership has predominantly been an absent dialog; those statistics and conversations have generally been national. Dealers now have access to their own proprietary data through our platform. This provides leaders at each business the ability to have honest insights allowing for predictive awareness of behaviors, preferences, and experiences.
