Women’s Wednesday #49: SUV Sales and Single Ladies | 3 Ways to Focus on this Untapped Market
Posted: 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.
And among female car buyers, 40% aren’t married.
“There are single, professional females out there that need vehicles, and you need to be attentive to them,” said James Mulcrone, Director of Research Services at MaritzCX, who has studied trends among female car buyers. “They’re going to make money, they’re going to make their own decisions, and they can be very loyal consumers.” Click here to read BLOOMBERG Article.
Did you Know?
Two-thirds of women buyers reported their 2015 car purchase decision was “entirely up to me.”
So, What’s the Rub?
In a highly competitive market, what is your “Why Buy Here” message? Is it “the BEST Service or BEST Price?” That type of superlative language is simply overplayed and noisy. It doesn’t resonate with women and isn’t distinctive. Women do not want to be sold to like they are buying “power tools.” Her are 3 ways to stand out.
1. Sell more than Cars in Advertising. Women look at car ads, read dealer reviews and use social media to help make a car buying decision. Expand your ads to include more than price. Be sure to convey your reviews and reputation for excellent service and trustworthy business. Be the dealership that attracts women buyers because they can get a great car from a trusted, respectful dealer.
2. Sell the Dealership. Every shopper is a potential client of the dealership. Give them a tour of the service lounge, while you provide them with a free car wash. Explain that overnight cars are provided, since the dealership understands how precious time is for women. Your club lounge has great workspaces and wi-fi. Instead of all customers having to watch the same program, personal programming channels with earplugs are available for customized viewing. Notebooks on hand make checking email, Facebook, Instagram or Pinterest a breeze. Every guest receives the list of women-centric seminars on tap for the month.
3. Be a Certified Trusted Dealer. 62% of women are not confident going to buy a car. Showcase your store as the place women in your area trust and go first.