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8 Steps to Be the Destination Dealer for Women

Take new actions to implement these steps and be the Destination Dealership for Women. Really. Here are 8 ideas that will drive business and your bottom-line:

1. Engage each one of your female ups in a respectful manner, or they will walk out the door and not be heard from again. Begin tracking how many convert to sales each month.

2. Add visuals such as people-oriented photos that show the true demographic of your customers.

3. “Warm-up” your store and service lounge with aesthetics including artwork, paint and flowers.

4. Enhance the lounge area to provide extra comfort and amenities so customers can be productive or simply relax and enjoy the wait. Not everyone wants to watch the "news."

New Report: Get Women’s experiential intel and brand preferences of #Ford, #Chevrolet, #Toyota, #Honda, #Nissan, #Jeep, #Hyundai, #Kia, #Subaru, and #GMC consumers.


5. Utilize a digital-to-showroom strategy. Start in the comfort of their home, because dealers websites are the #1 place women go first. So, have an attractive website with reviews written for and by women. Adopt a web-rooming strategy with web content building confidence and trust.

6. Adopt a strategy of “evidence-driven reputation” in your advertising by using scores and reviews to boost confidence in your dealership.

7. Enhance your advertising to sell more than cars – sell your dealership, and your trust. Don’t forget the dollars that come after the sale. A car sale should be the start of a long relationship of trusted service, leading to your woman shopper’s next car purchase.

8. Learn to walk the walk when it comes to women shoppers and the strategies necessary to engage women in a long-term, trusted relationship. Hire a Diversity Executive Director to lead and direct the changes necessary to market to your demographic.

Want to learn about increasing sales to women? Click here >>>>>>>

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Tags: car, cars, certified, dealers, dealership, dealerships, women,


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Comment by Anne Fleming on May 21, 2016 at 5:51pm

Tom -- thank you for your note. You are spot on; there is alot of upside and room for dealership executives to engage their sales and service teams to track, measure and maximize relationships with female guests. It's still kind of funny that we are calling attention to this and calling women a "market segment" when there are 160 million of them. The upside remains massive at dealerships. Why? 6 out of 10 who walk out of a dealership and leave, never return. Second, 62% of women are not buying at the branded dealership closest to her home! 

Comment by Big Tom LaPointe on May 21, 2016 at 8:14am
This is a great piece. Unfortunately dealers seem to fall short on training their salespeople on the fundamentals of creating a quality experience for all shoppers. Even simple interview questions when dealing with a couple like who's driving the car and how it's going to be used and what is important about it to them will reveal if the female is influencing the 51% of the purchase or all 100% but always including both Partners in the conversation Builds an incredible amount of trust and helped me sell a lot more cars than my counterparts

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