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So a woman has stepped onto your lot and is looking to purchase a vehicle. What happens next and the direction the visit goes is largely determined by how the dealership, specifically the salesperson, engages and influences her experience. Research shows that 45% of women feel apprehensive and 34% are intimidated when shopping at new car dealerships. The factors that lead to whether she stays or goes to the competition can be summed up with several factors that are fundamental to converting a female visitor to a happy and long-term customer:
Women account for 54% of new car purchasers, and influence 82% of the purchases for the family. Successful women-friendly car dealers know how to have all their sales and service team members work with women buyers with finesse and respect.