Improve Conversions: 7 Ways to Highlight Your Convenient Factors

Posted: June 9, 2021 by Anne Fleming, Car Buying Advocate

All dealerships are experiencing the pinch of the chip shortage. Inventory is down and consumer interest is up. With the 2020-2021 crisis, dealers transformed how they sold vehicles during the pandemic.

This article is about taking the steps to let your shoppers know your dealership has new ways of selling today, and what that entails.

Did You Know: The #1 source women research when buying a vehicle are car dealerships' websites1.

With so many guests coming to your site, share the actions you have put in place to make the process convenient, trusting, and welcoming. Share that you have evolved and adapted. women with cellphones

S-P-E-L-L it out for your guests and customers; they have no idea what services you offer:

  • Don’t hide your great services under “About Us” – nobody looks there but you
  • Use sliders above the fold to showcase services
  • Have “Convenient Services” listed in every BDC email response
  • Show ID Callout or Icons on the home page

Highlight Your Convenience Factors

  1. Home Delivery Services – Test Drive, Sales and Service: Customers love these. Women are trust and convenient buyers.
  2. Return Policy: Offering a return policy gives car buyers peace of mind. Be competitive.
  3. Concierge Overnight Vehicle: Two-thirds of your fixed ops customers are women and 70% of them want an overnight vehicle2 when theirs is getting repaired.

    PRO TIP. If your dealership provides overnight vehicles, make this a part of your sales pitch. It’s a huge competitive advantage. Don’t keep this information for buyers to know after the sale.

  4. Reputation and Peer Reviews: 92% of consumers trust peer reviews. How is your store helping women locate your dealership while they are shopping for a car? Women want relatable, trusting reviews in a quick manner and they want them from other women. Encourage guests to look up your exceptional ratings on Women-Drivers.com.

    PRO TIP: As a Certified Trusted Dealer, get a free BDC template email with a link to showcase and showoff your dealer review page and reviews.

BE A TRUSTED DEALERSHIP

  1. Easy, Online Finance Approval: Allow your buyers to get prequalified and complete the paperwork digitally in a safe, secure manner.
  2. 5-Star Service: Make your service department part of the sales pitch.

    PRO TIP: For those that are “just looking today”, offer a tour of your service center and communicate that you provide loaner vehicles which are women’s #1 requested concierge item. Welcome guests, offer a beverage and if possible, wash their car. By putting forth variations on the above, shoppers will buy from you because they were provided a standout walkthrough and had an upsell experience.

  3. On-Site Auto Insurance: Only 9 out of 100 car buyers report that their dealership offered an auto insurance policy according to a 2019 Dealer Policy Survey. An estimated 80% of car owners pay too much to insure their vehicles. Dealers can be seen as real solution providers by offering car insurance, while improving revenue.

WOMEN PURCHASE FOR THE EXPERIENCE

Connect with More Women Drivers:

Communicate tangible value-adds in your advertising.

If your store provides overnight loaner cars, include this in your messaging. It’s the #1 concierge item requested by women.

A confident, pleased buyer who writes a great review of her experience can influence countless other women to follow her lead.

Ask, track, and always respond to reviews.

Reviews are 3 times more influential than advertising when women buy a car.

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.’

One Size Does Not Fit All.

Step back and ask, who does your advertising really speak to?

Women are looking for connections with car dealerships.

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.

Never miss a simple action to upsell your store.

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.

Develop relationships with online guests.

Provide informative, helpful content in your BDC email response as well as link to reviews highlighting authentic consumer experiences.

76% of women rated their dealership’s website 3 out of 5 stars.

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.

The #1 digital resource women use when buying a car is the dealership’s website.

Include images of women throughout your digital assets and online marketing campaigns.

It takes more than having a female spokesperson to market to women.

The #1 reason women choose to buy is TRUST which requires implementing new behaviors, attitudes, processes, and messaging.

Make your dealerships a welcome destination for all customers.

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.

Include informative, engaging content on your website.

It helps build trust and ensures guests get value from your brand.

Behavior Economics demands tracking when your customers fall off.

Dealers with outdated behaviors and attitudes are losing traction with women in this competitive industry.

Measure and track the number of women leads and buyers each month.

You can’t grow what you don’t know.

Create the right conditions for the sale on the first visit.

Ask questions, listen, and get to know the customer. Never interrupt and don’t assume. Consider there won’t be a second visit.

Dealers need to shift the paradigm to effectively engage, market and optimize sales to women.

What is your Trust Dashboard with this market?

53% of millennial car buyers are women. Almost 4 in 10 women are the breadwinners in their family.

How is your current and future customer demographic represented in your front line team?

Crack the code by turning reviews into real-time data to make yours the go-to store.

Our platform collects unprecedented pre- and post-purchase analytics about what your #1 buyers want and prefer from participating dealers.

Transform your messaging and make the showroom more customer-centric.

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.

Game-Changing Predictive Analytics.

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.