Women’s Wednesday #41: What Leads to Great Chemistry? Check Out The Key Elements
Posted: January 27, 2016 by Anne Fleming, Car Buying Advocate
What Are The Elements?
What are the various elements in creating great chemistry with women visiting your dealership? The good news? Half of all women buyers shop at only one (1) dealership. The bad news? 6 in 10 women report that once they leave a dealership and didn’t buy, they never return there. YOU HAVE A SMALL WINDOW TO MAKE AN OUTSTANDING IMPRESSION.
Today’s shopping starts long before a woman walks in. What chemistry are you creating with your Internet, Facebook and Twitter presence? Is your site appealing & personal? Is it engaging? How about reviews – are they easy to find? Don’t forget to show various demographics. Have value-add content. And, certainly you site should be mobile responsive.
2. Social Media
Social media keeps your message current. Daily posts show that your dealership is actively engaging. Be a trusted resource by providing educational, lifestyle and life-stage content. Reviews by women for women will bring great results, too; women rely on reviews more than men.
Be sure to offer women-centric ads that speak to what matters – like safety and practicality. Think of ways to differentiate your store from the competition. How do you show a woman and her family that you are the better choice? Your advertising should speak of engagement and service.
4. Store Environment
When a woman arrives, her perception forms instantaneously. Aesthetic chemistry matters. Flowers, artwork, fresh paint and a warm environment add comfort. Another important aspect is a balanced workforce – it reflects that you are heading into the future.
Your sales advisors have the task of engagement. A good impression is mandatory, and goes beyond appearance and friendly demeanor. Women demand a respectful, trusted advisor who is interested in finding the best car for her. How well does your team understand the nuances of Emotional Intelligence? Advisors should be able to detect frustration and concern, which means they must be excellent listeners, too.
6. F & I
At this stage of the process, she is dealing with a new person altogether. If she perceives she is being coerced or her questions aren’t being answered to her satisfaction, she can become uncomfortable; that can unravel the entire buying experience. Keeping it easy, be patient, and be a solution provider.
7. Service Drive
Here she will again interact with a new group of people. This critical relationship delivers revenue to your dealership for 5-8 years, and is a lifeline. Getting a car serviced is rarely a welcome task, so it is important to take steps to ensure convenience and comfort. A courtesy vehicle is a must, as well as a comfortable waiting area with Wi-Fi. Dealerships that build great chemistry go beyond the standard – they provide healthy snacks & beverages, PlayStations and child play areas as well as workout rooms and a business lounge. Educational videos and seminars help retain and engage clients.
Larger dealerships have a Director of Customer Experience that takes a true pulse of your customer’s journey and charts course corrections if necessary. They solicit fair and authentic reviews, thanking and acknowledging your customer’s contribution. Be sure to use reviews by and for women in your advertising, outbound emails, web site and social media.
9. Your Ideal Buyer
Last but not least is the chemistry of an ideal woman buyer. Not all buyers will fall into this category, but you and your staff have a real say here. With your dealership’s help, she can be confident and comfortable throughout. She can drive away in a car that she loves, feeling satisfied and excited. She can feel empowered knowing she has a thorough understanding of her car and your ongoing commitment to her satisfaction. If she has a question, she knows exactly who to call.