Welcome to the Women’s Wednesday. As the leader in connecting women+families with Certified Trusted Dealers, we provide educational tips and nuggets to weave into your sales and service practice to help expand your market to women. Each blog offers best business practices in different areas with suggestions to make doing business with women a natural, core value and expression at your dealership.
Posted: February 13, 2019 by Anne Fleming, Car Buying Advocate
Women now account for 45% of new car purchases – approaching a tipping point. With this segment responsible for buying 7.74 million new vehicles in 2018, dealers need to re-examine the ‘one size fits all’ approach to marketing and better tailor to an ever-growing base of customers. As the industry evolves, it is crucial for business leaders to have open and responsive systems to compete.
Posted: January 23, 2019 by Anne Fleming, Car Buying Advocate
Marketing to women doesn’t mean using pink, having a female pitch-person, or having a manicurist on site. Marketing to women does mean creating a culture of developing solutions specialists to ensure customers trust your business immediately.
Posted: January 9, 2019 by Anne Fleming, Car Buying Advocate
Consumers are relying on car dealer reviews more than ever before. Women use them the most, as much as 50% more than men. Women not only turn to reviews about a dealership, they also expect the posts to convey the most important part of the customer experience – trust. The emotional qualities of a review speak loudly to women and encourage or discourage a visit to your store.
Posted: December 19, 2018 by Anne Fleming, Car Buying Advocate
When thinking about business operations, it’s common to examine sales strategies, customer service procedures, and customer experience. Less common is a review of dealership culture, which is the cornerstone that drives your operations and provides consistency. Business culture is the collection of beliefs, values, and practices that are more esoteric and usually defined at a high level.
Posted: December 5, 2018 by Anne Fleming, Car Buying Advocate
Change. It is always happening. Our typical reaction is either happiness and acceptance, or push and resistance. Regardless of our response, change occurs nonetheless. But it is our view to what is happening and how we face the change that is always the real issue.
Posted: November 7, 2018 by Anne Fleming, Car Buying Advocate
A recent national report “Women Car Buyers Rate Women Consultants Higher in Dealer Reviews” shows that these buyers experience higher satisfaction and improved customer experiences when they work with female consultants. A more trusting and engaged consumer experience leads to higher CSI scores, reviews and retention. Here are 8 suggestions to help dealers hire more women to the front-line team.
Posted: October 17, 2018 by Anne Fleming, Car Buying Advocate
Did you know that less than 6 in 10 women car buyers report not being satisfied with the initial greeting at car dealerships? Last week, we discussed how to improve in-store guest engagement with 7 ‘face-to face’ suggestions. However, when the initial interaction is via email or social media, your response is no less important. Digital communications have the advantage of being read when your customer has the time. It can actually be more relaxed and as effective as an in-store visit.
Posted: October 3, 2018 by Anne Fleming, Car Buying Advocate
How do your consultants greet women customers when they come in the door? Does the content, context and tone of a greeting make a difference in the interaction? Dealerships spend so much time working toward showcasing a positive resumè of reviews. However, a new national report from JoinWomenDrivers.com shows that less than 6 in 10 women are satisfied with the initial greeting and do not have a favorable first contact at car dealerships. The real-time impact of this is loss of brand credibility and concern on the part the customer.
Posted: September 12, 2018 by Anne Fleming, Car Buying Advocate
Women buy 45% of all vehicles at new car dealers today. Still, less than 1 in 10 front-line positions are held by women. Does it matter if women consumers deal with women or men sales consultants during their shopping and buying experience?
Posted: August 22, 2018 by Anne Fleming, Car Buying Advocate
When it comes to creating a successful sale, customers’ experiences matter from the moment they first engage with a dealership online or in person. Repeating successful experiences requires careful tracking and analysis of each experience to understand which experiences create success. Having that scalable success is the dance of sales, and finding an impeccable team to do this continually is what is required.
Posted: August 8, 2018 by Anne Fleming, Car Buying Advocate
Do you have sales personnel or solution specialists at your dealership? Is there truly a difference between the two terms? Can changing the language you use really increase your sales? When selling to women, language can make all the difference between a successful customer engagement and sending a prospect out the door.
Posted: July 25, 2018 by Anne Fleming, Car Buying Advocate
Bringing a car to the service drive for maintenance and repairs is necessary, but few customers look forward to the task. Even the smallest repair can take time out of the day and create an inconvenience. Yet, for a dealership, service revenue is huge to the bottom line. And the best way to keep service revenue growing is to ensure your customers come back on repeat visits.
Communicate tangible value-adds in your advertising.
If your store provides overnight loaner cars, include this in your messaging. It’s the #1 concierge item requested by women.
A confident, pleased buyer who writes a great review of her experience can influence countless other women to follow her lead.
Ask, track, and always respond to reviews.
Reviews are 3 times more influential than advertising when women buy a car.
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.’
One Size Does Not Fit All.
Step back and ask, who does your advertising really speak to?
Women are looking for connections with car dealerships.
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.
Never miss a simple action to upsell your store.
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.
Develop relationships with online guests.
Provide informative, helpful content in your BDC email response as well as link to reviews highlighting authentic consumer experiences.
76% of women rated their dealership’s website 3 out of 5 stars.
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.
The #1 digital resource women use when buying a car is the dealership’s website.
Include images of women throughout your digital assets and online marketing campaigns.
It takes more than having a female spokesperson to market to women.
The #1 reason women choose to buy is TRUST which requires implementing new behaviors, attitudes, processes, and messaging.
Make your dealerships a welcome destination for all customers.
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.
Include informative, engaging content on your website.
It helps build trust and ensures guests get value from your brand.
Behavior Economics demands tracking when your customers fall off.
Dealers with outdated behaviors and attitudes are losing traction with women in this competitive industry.
Measure and track the number of women leads and buyers each month.
You can’t grow what you don’t know.
Create the right conditions for the sale on the first visit.
Ask questions, listen, and get to know the customer. Never interrupt and don’t assume. Consider there won’t be a second visit.
Dealers need to shift the paradigm to effectively engage, market and optimize sales to women.
What is your Trust Dashboard with this market?
53% of millennial car buyers are women. Almost 4 in 10 women are the breadwinners in their family.
How is your current and future customer demographic represented in your front line team?
Crack the code by turning reviews into real-time data to make yours the go-to store.
Our platform collects unprecedented pre- and post-purchase analytics about what your #1 buyers want and prefer from participating dealers.
Transform your messaging and make the showroom more customer-centric.
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.
Game-Changing Predictive Analytics.
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.