Women’s Wednesday #50: Use Attention and Intention to Increase Sales to Women
Posted: July 13, 2016 by Anne Fleming, Car Buying Advocate
Unprecedented, Yet Simple Tracking Worksheet Helps Build Your Business
There remains an untapped opportunity in your sales plan now to implement. This will make a huge impact just by tracking and measuring a few new metrics.
Follow this: While half of car buyers are women, and that percentage increases to 53% for millennial women. 1 in 3 women out earn their husbands.
But how successful is your dealership in converting women guests? How many guests actually buy? Are you aware how these buyers find out about your store? How can you grow what you don’t track and measure?
Tracking 5 Results to Analyze Success
Using our new worksheet*, track these 5 key stats each week and month:
1. Number of Female Guests: This statistic applies to a woman who comes into a dealership to buy a car for which she will be the registered owner. This applies to a woman shopping by herself, or with someone else, as long as the car is specifically for her.
2. Number of Female Referrals: Inquire at the beginning if the guest was specifically referred by someone else. This someone else could be a friend, a Facebook friend, a Women-Drivers Certified Trusted Dealer or a review by someone online.
3. Number of Female Sales: This is the number of sales to women each week and month.
4. Total Sales: Total ALL sales for your dealership by week and month.
5. % of Total Sales to Women: This is the percentage of sales to women compared to all sales for the week and month. This provides an at-a-glance view of how your store compares to the national numbers for sales to women.
What You Put Your Attention On Grows
When you begin to track these numbers, several things will occur:
1. The attention of the sales team will be drawn to the figures being tracked. The numbers will be front and center. If your conversion numbers are low, you will implement strategies to raise them.
2. Focusing on the numbers elevates their importance. Understanding that the intent is to increase sales to women will increase your overall sales!
3. Tracking referrals helps you understand how well you are being perceived. It’s nice when a customer sees your advertising, but a customer who has been referred already has a positive outlook coming in.
Formal tracking of guest numbers and conversions is the first step toward capturing the valuable market segment of women buyers and becoming a destination dealership in your region.
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