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 21, 2018 by Anne Fleming, Car Buying Advocate
It’s critical to create ways to tailor your consumer brand experience to the female buyer. She is your number one referral source and the key decision maker of 85% of all purchases at your dealership. We recently had the distinct privilege of interviewing Katie Mares, who inspires audiences around the world to think differently about […]
Posted: February 7, 2018 by Anne Fleming, Car Buying Advocate
3 Ways to Welcome Women to Your Website in 2018 Women report that a dealership’s website is the #1 digital resource they use when shopping for a car. Yet, 76% of women rate their dealer’s site at 3 stars out of 5. They’re looking for car dealer’s digital assets to deliver much more. Currently, dealers’ […]
Posted: December 6, 2017 by Anne Fleming, Car Buying Advocate
As we gear up for 2018, we’re providing you with a powerful white paper. While everyone knows the power of women buyers, are you aware of how women are impacting your business? What percentage of your business is generated by women? What percentage of your leads are generated by women? What percentage of your service […]
Posted: November 8, 2017 by Anne Fleming, Car Buying Advocate
Want to differentiate your store from others and grow your top and bottom line numbers? Women are now buying 45% of all cars at new car dealerships, which translates into an average of 620 new and used vehicles combined annually. What processes can be implemented for ups, guests, and women shoppers to optimize their experience […]
Posted: October 18, 2017 by Anne Fleming, Car Buying Advocate
One Size Fits All No Longer Applies According to the NADA, new vehicle revenue in 2016 was $995 billion, and sales to women accounted for $445 billion of that revenue at new car dealerships. With women buying 4.5 of every 10 cars, how can you increase your sales to women by 7% to 10%? Ten […]
Posted: October 4, 2017 by Anne Fleming, Car Buying Advocate
Reshaping The Industry’s Economy The millennial. Individuals born between 1980 and 2000 comprise ‘one of the largest generations in history’. In a recent article “Millennials Coming of Age”, by Goldman Sachs, millennials are not only poised to reshape the economy, but are about to move into prime spending years. Millennials overtook Baby Boomers, ages 51 […]
Posted: September 13, 2017 by Anne Fleming, Car Buying Advocate
‘Buying a car’ versus ‘shopping without buying’ emits a varied set of emotions for women car buyers. A new Women-Drivers.com study reveals that when there is money in the game, emotions dial up with the heightened sense of commitment. The data reported by women in the 2017 US Women’s Car Dealership Report shows that is […]
Posted: June 20, 2017 by Anne Fleming, Car Buying Advocate
Industry experts tell us that car buyers go to 1.6 dealerships to buy a vehicle. From the Women-Drivers.com 2017 US Women’s Car Dealership Report, we find that number to be true for half of women car buyers. The other half report a very different answer altogether. An amazing forty-six percent of women car buyers are […]
Posted: June 7, 2017 by Anne Fleming, Car Buying Advocate
Sixty-two percent of women report that they return to the dealerships where they first purchased their vehicles to then have them serviced. This highlights the potential to grow value among this critical market segment. Changing family dynamics have put women squarely in the driver’s seat with an estimated one-half of all cars sold being purchased by […]
Posted: May 17, 2017 by Anne Fleming, Car Buying Advocate
Today we will preview a CBT News interview with President Anne Fleming and get the inside scoop on interesting data collected from the 2017 U.S. Women’s Car Dealer Trends & Report about the buying experiences, preferences and habits of women. In the video, the following questions are discussed: What dealers can learn about their female […]
Posted: May 3, 2017 by Anne Fleming, Car Buying Advocate
According to Autodata,17.6 million new vehicles were sold last year, setting a record for cars and trucks. One distinct group of consumers contributed an estimate 8.0 million units to that total: women buyers. Dealers seeking to sell more to this critical market segment can start taking new actions and, in the process, collect data to […]
Posted: April 5, 2017 by Anne Fleming, Car Buying Advocate
An estimated 8 million new cars will be bought by women this year. It is critical that dealers’ websites cater to this substantial segment of the market. The good news? The #1 digital resource women report using first is their local dealership’s website. In our 2017 US Women’s Car Dealership Report, 76.3% of women said […]
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.