Women’s Wednesday #36: Is Your Dealership Selling Cars Like They’re Power Tools?
Posted: 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 trust and respect. When women are asked their reasons for purchasing at a particular dealership, price is the #2 factor. The top reason is a positive engagement with the sale associate.
Now, think about your car ads and commercials that run each week. How much focus is on the price? Remember women are buying over half of the cars today and influencing 80% of the deals! Be careful your advertising isn’t too slanted toward sounding like power tools from the home improvement store. Cars and power tools may be perceived the same by men, but women see more nuance in the car deal.
Sell more than cars in your advertising. Women look at car ads, read dealer reviews and use social media to help make a car buying decision. Be the dealership that attracts women because they can get a great deal from a trusted, respectful sales advisor AND great service for the next five to eight years.
Show that your customers matter before, during and after the deal. Include reviews by women on your website and social media. Provide stories about happy customers. Show women that your service center is professional, fast, and trustworthy and provides amenities that matter to women, like a comfortable place to wait, service hours that respect her time and extras, like a courtesy car.