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Jared Hamilton
From: Jared Hamilton
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Anne Fleming

Anne Fleming President & Car Buying Advocate

Exclusive Blog Posts

How To Find A Reliable Auto Body Repair Shop

How To Find A Reliable Auto Body Repair Shop

Finding a reliable and professional auto body repair shop is not as easy as it sounds. Unfortunately not every mechanic or auto repair shop will have your …

The Gap In Email Success - Part 3

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Yes Lifecycle Marketing recently released a study about gaps in email marketing. Check out the other parts of the series here: Part 1, Part 2. &n…

Are Remote Workers Happier Than Office Employees?

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Here are some interesting insights about remote employees vs. office employees. I know many positions within a dealership don't have the option of remo…

Why You Need a Better Goal for 2017 than Simply “Sell More Cars”

Why You Need a Better Goal for 2017 than Simply “Sell More Cars”

The real driver of vehicle sales isn’t your new online buying widget, it’s access to credit. So, if your dealerships only goal for 2017 is to “sell m…

Car Dealer Protocol for Vehicle Sales to Customers with Built-In Breathalyzers

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Working in the automotive industry is a rewarding experience, particularly working for a dealership at the front line of customer service and sales.&nb…

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

30a550f26eb820728719b8baf6fa97c8.jpg?t=1Last 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.

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