What’s Exceptional About Your Dealership? Share THAT with Women Buyers

Last time, we discussed not selling cars like they are “power tools” in your advertising. You know, “the best this, the best that”— it is so cliché and it doesn’t resonate with women. Here are four recommendations to ensure that your sales approach doesn’t fall into the “power tool sales” category, but rather, speaks to women about what’s important to them:

Sell more than cars in your advertising. Women look at car ads, read dealer reviews and use social media to help make a car buying decision. Do your ads only talk about price? If so, spend more time conveying your 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 sales advisor AND great service for the next five to eight years.

Show that your customers matter before, during and after the sale. Include reviews by women on your website and social media. Provide stories about happy customers. Show women that your service center is professional, fast, trustworthy and provides amenities that matter to women.

Did You Know?

Nearly 40% of women out earn their husbands. And when researching for a car, women rely on car reviews about 50% more than men.

Understand and respect women’s emotions. Be sure your sales advisors understand woman aren’t “ just shopping". Understanding body language will teach you if your customer is engaged in the process. (e.g., folded arms, stiff body and short responses probably mean the conversation is not going well). Be sure to listen – distinct from hearing.

Be ready to answer tough questions. For women, a car is much more than a way to get from point A to point B. Women will do plenty of research before visiting. Be ready to listen to a woman’s needs and have truthful, knowledgeable answers ready. If you don’t have those answers, the dealership down the road will.

Sell your dealership, too. Let women shoppers know what is exceptional about your service business Is it free car washes? Courtesy vehicles? Do you have extended service hours or exercise rooms? How about quiet spaces to conduct business? What is exceptional about your dealership? Let women know this when they are shopping for a car!

Ultimately, the most important thing to remember when selling to women is: don’t assume anything. The world of women’s car buying is changing continuously.

Views: 146

Comment

You need to be a member of DealerELITE.net to add comments!

Join DealerELITE.net

Comment by Anne Fleming on November 21, 2015 at 7:48am

Brian -- thank you for your comments. There are similarities and differences, yes. The most important aspect is to be present with that person, one on one. 

Comment by Brian Bennington on November 19, 2015 at 10:19pm

Nice post with some great advice, Anne.  I've often felt your commentaries are equally as appropriate for men as they are for women, but you've hit on some excellent differences today. However, there are men who appreciate the same facts, explanations and presentations as women, but the reverse of that isn't nearly as common, primarily because men are more likely to approach buying a car as a form of "gladiatorial combat."  Women, by nature, are more logical, sensitive and perceptive, and less inclined to let "testosterone" rule the day.

I've mentioned before how much more I enjoyed selling women than men, even though I spent part of my career successfully selling Ford and GMC trucks.  Simplistically, it was like peddling facts and stats versus sophistication and romance (and I mean romance as in "art," not "love.")  Thanks for the opportunity to reflect on my earlier life as a sales representative, which I truly enjoyed!              

© 2024   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service