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Reflecting back on 50 years of history of women and automobiles is a great way to see the huge industry and cultural shifts that have taken place in five decades. Here are a few of the trends and events that changed the marketplace and perceptions.
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Dealers with outdated behaviors and attitudes are losing traction with women in this competitive industry.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.
