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Today’s news is full of articles about the buying power and habits of the “millennials”, which has an estimated population of 78 million. This Women’s Wednesday is part of a multi-part series we are exploring about women buyers within this segment. Of millennial buyers, 53% are female. Understanding the nuances of selling to this new generation of women can put…Continue
Added by Anne Fleming on September 30, 2015 at 9:00am — No Comments
Added by Anne Fleming on September 16, 2015 at 9:30am — No Comments
Surveys indicate the top reason women do not purchase at a dealership on their first visit is they are still looking. However, only 4 in 10 of those “shoppers” who leave a dealership without buying a car will ever return to the dealership. Given that women shop at 30% more dealerships than men, it is important to create an environment that welcomes a return visit. Here’s how:…Continue
Added by Anne Fleming on September 2, 2015 at 9:41am — No Comments
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.…Continue
Added by Anne Fleming on August 20, 2015 at 9:55am — No Comments
Women are responsible for two-thirds of the vehicles brought in for repair. Dealerships who understand this and seek to deliver the ultimate customer experience will reap the rewards at their service drive.
Offering top-notch car services in this department is critical for retaining women clients, as well as for up-selling a new or leased…Continue
So, you’ve received a poor review from a woman customer. Now what? First, remember poor reviews will happen. Someone will be unhappy with your dealership at some time. The same happens to Starbucks, Apple and Nordstrom. As long as the poor reviews are infrequent, they really are good news. Why?
Added by Anne Fleming on July 22, 2015 at 12:10pm — No Comments
Optimizing your service engagement with women is the key to client retention. I had the pleasure to be on ServiceDriveToday of @CarBizToday and share ideas on how dealers can do just that with this growing customer base. Click here to view interview and learn more:…Continue
Added by Anne Fleming on June 29, 2015 at 9:00pm — No Comments
Car advertising is heavily slanted towards price. The buying demographic has shifted to women who now make up more than half of the sales, and influence over 80% of the deals. Today, it makes sense to move advertising to accommodate this powerful market sector.
Did You Know?…
Selling cars to women takes a confident equipped sales person with a high level of communication skills, personal engagement and EQ. Women visit 30% more dealerships and may take a longer time in the shopping funnel than men. Patience is another key aspect to making a sale. Understanding when to stop pitching ideas and pull back is extremely important. Going overboard can be perceived as annoying or assertive an end up being a deal-breaker.…Continue
Added by Anne Fleming on June 3, 2015 at 10:24am — No Comments
The Downside? One in three women report feeling apprehensive or overwhelmed when they shop and buy a car. Only 38% of women feel confident about the process.
Women have different buying criteria and behaviors than men. Women rank trust…Continue
Added by Anne Fleming on April 29, 2015 at 10:30am — No Comments
The average woman visits 30% more stores than men when car buying. Dealers that have a high WSI “shopping” score convert on average 15% more browsers to buyers. Women perceive these stores as more trustworthy and comfortable places to do business with and go there first. That is ROI.…Continue
Added by Anne Fleming on April 8, 2015 at 11:30am — No Comments
It’s Officially the Women Buyers Era...
OEM’s are increasing their advertising towards this powerful buying segment. Smart dealerships are too. Women bought an estimated 13 million cars at new car dealerships last year; an estimated 35,000 vehicles a day.
How many female “up’s” are converting to buyers at your store? If you aren’t tracking that number yet, we suggest you start accounting for sales by gender. The upside of your gross profit potential is tied to this.
Added by Anne Fleming on February 11, 2015 at 10:25am — No Comments
Women are responsible for buying over 13 million cars at new car dealerships; that’s an impressive 36,000 vehicles a day. Dealerships have to literally change gears, advertising, amenities and…Continue
We are well into December. It's time to take stock of your year and your accomplishments. It’s definitely time to have fun and to be mindful of what is ahead. As we turn the corner into a new year, 2015, today’s Women’s Wednesday you are invited to take a short, interactive quiz to evaluate where there is room to expand your dealership’s customer excellence. And in doing so, your competitive…Continue
Added by Anne Fleming on December 17, 2014 at 9:57am — No Comments
Today, our Women’s Wednesday focuses on the road to ultimate business success. This is powered by a growing customer base, increasing loyalty and customer retention. Here are some innovative marketing ideas to increase your competitive edge by delivering more value to women customers.
1. Buy A Car In…
Added by Anne Fleming on November 12, 2014 at 9:30am — No Comments
In today's Womens Wednesday, we focus on selling to women. Let's get real: Research indicates that women rely on reviews 50% more than men. They account for 52% of the vehicles purchased in the US and influence over 80% of the total purchases! So developing a marketing strategy to target this substantial buying segment is…
Added by Anne Fleming on October 29, 2014 at 10:28am — No Comments
Today we focus on customization when selling to women. When dealership personnel say that they “treat everyone the same,” what they really mean is that they greet prospects consistently and similarly with a sales process - whether in person or digitally. However, having the capacity and ability to treat each customer the same simply can’t be accomplished. It sounds nice as a concept, but after all we are humans, not robots. We can’t be shaped and programmed to treat…Continue
Added by Anne Fleming on October 15, 2014 at 10:22am — No Comments
Today we are looking at the Service Drive. This is the critical department where your female customers visit in between purchasing or leasing their vehicles. With all the touch points in the service department, it's also happens to be the highest gross margin department in your store. It's the place where retention happens - or doesn’t.…Continue
Added by Anne Fleming on October 1, 2014 at 8:27am — No Comments
A recent Wall Street Journal article titled “Car Sellers Refine Pitch to Women” revealed that more women are driving than men. In fact, there are 105+ million women on the roads today, as opposed to 104+ million men and more elderly women are holding on to their driver’s license (USA Today, Nov. 2012). As the relationship women have with their cars tightens, it’s time the industry takes notice and adjusts their pitch to reflect a more engaging “hello."
So how can a…Continue
Added by Anne Fleming on September 15, 2014 at 9:30am — No Comments