Women visit 30% more dealerships than men when buying a car. Several factors contribute to this variance. According to KBB, women are twice as likely as men to be undecided about which car they want. Add to this the fact that women are less confident (38%) about car buying than men (58%), and take longer to make a decision; 75 days for women vs. 63 days for men.
The tendency for women to shop at more dealerships, coupled with different buying criteria, can be turned into an advantage for any dealership willing to lean in and take the right steps to meet the needs of this emerging segment of car buyers.
4 Ways to Attract Women to Your Store
Check this out -- 60% of women do not purchase from the dealership brand closest to their home.
1. Women rely on car dealership reviews 50% more than men and they prefer reading reviews written by women. A dealership will benefit from encouraging happy and satisfied women clients to write reviews. This has an additional benefit, because women who are satisfied will leave a higher-scoring review.
2. Nearly one-third of women report their dealer’s website as “unhelpful”. Making sure your website appeals to women will keep them on the site longer and help speed a buying decision. This means knowing and highlighting what matters to women, such as durability, safety and economy, not just MSRP.
3. Women rank respect and trust at the top of the list when it comes to working with a sales advisor. Customer excellence ranks higher in a purchase decision than finding the best price or deal. Creating a comfortable environment that establishes trust and respect makes the difference for sales now and in the future.
4. Women now account for half of car purchases and influence up to 80% of auto buying choices. In a study by University of Michigan’s Transportation Research Institute, women drivers now outnumber male drivers 105.7 million to 104.3. Understanding these statistics and reflecting them in your sales approach and process are important to foster an environment of trust and respect.
Good afternoon Anne, Even though I'm not a big believer in stats (after all, if you torture them enough, they'll say anything), it's still a strong post with solid advice. From past experience selling different high line products, I long ago learned women appreciate contacts of a more "romantic" type; a handwritten note vs an email, a clever greeting card vs an unexpected phone call, etc. Now, don't go two-diminisional on me. The romance I'm referring to is the kind that stresses friendship, with admiration and reassurance, rather than business. If they're done right, everything–including the vehicle you're selling and its price–becomes less important. Honestly, women are much more inclined to buy the "personality" than men.
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