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: 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.
Posted: July 11, 2018 by Anne Fleming, Car Buying Advocate
Women make a full 45% of new consumer car purchases—that’s no small market. And when it comes to making these purchases, this market tends to consider much more than just cost. Price is definitely a component of their decisions, but emotional factors such as trust of the sales consultant and dealership are much higher on the priority scale.
Posted: May 16, 2018 by Anne Fleming, Car Buying Advocate
Is texting part of your dealership’s communication strategy with women customers? Used properly, texting as a business practice is a direct and efficient way to communicate. Used improperly, it can cause annoyance and frustration. Read on to review the rules of proper texting etiquette, especially with your largest audience: women.
Posted: May 2, 2018 by Anne Fleming, Car Buying Advocate
Unconscious behaviors of your front- and back-end teams can be difficult to recognize, but they can make the difference between a successful transaction and one that fails. Taking the intentional steps to recognize unconscious bias when it comes to women has a direct, positive impact on your store’s bottom line.
Posted: April 18, 2018 by Anne Fleming, Car Buying Advocate
Men and women communicate in different ways and have different expectations when buying a car. Therefore, it’s critical to incorporate different contact strategies into your communication methods with your women customers.
Posted: April 4, 2018 by Anne Fleming, Car Buying Advocate
Pre- and post-purchase analytics are the key to cracking the code for selling to your #1 buyer: women. Women are buying 45% of all vehicles today, which translates to 819 total vehicles per year at an average new car dealership. Yet most business leaders still don’t celebrate this market, nor do they undertake mining data to advertise and sell directly to women.
Posted: March 30, 2018 by Anne Fleming, Car Buying Advocate
In our most recent blog, we reported that trust is the #1 factor for women in determining where they buy and service their cars. Yes, there’s a direct parallel between increasing trust to increase sales. But trust can be a nebulous concept.
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.