What Customers are Thinking in YOUR Dealership

When a woman shops at your dealership, do you know what she is thinking? Do you know what is important to her? While that may seem impossible, reports and data show surprising consistency and practicality in their thought process. Consultants can benefit from understanding what really matters to this ever-growing segment of buyers and decision-makers.

Clearly, the frontline team is accountable for how things proceed: For every 1 woman that buys, 2 walk out of the average dealership. That’s a lot of responsibility, but here’s what we know:

As soon as she enters the showroom, she begins gathering information. She wants much more than the best deal. Her mind goes through her checklist: Is the sales consultant trustworthy? A good listener? Will I be treated fairly or feel pressured into another direction?

Know that your guest has already done her homework. She’s read dealer reviews, checked into your reputation, and already has an idea of the vehicle she wants and the price she wants to pay. She entered the showroom for confirmation of her expectations and will stay or leave. If she moves on, she won’t come back to your store.

Make a very good impression — listen and ask questions. Answer questions honestly. Understand her priorities and make the sales process fast, comfortable, and efficient. Let her know that you will be there well beyond the sale and that you want your dealership to be her one-stop destination. Make this transaction so pleasant she sends her friends to you as well. Encourage her to leave honest reviews so future women and family shoppers have a headstart on the buying process.

Consultants don’t need to be mind readers to sell more cars to women. They simply need to use available data to understand what matters and how to turn that intelligence into action that creates an appealing and trustworthy environment for these consumers. 

As a part of your toolbox for improving the customer experience and reputation building, reviews are an inexpensive method of ROI. Here are 7 tips to build a review platform that invites women to buy and service their car at your store:

Car dealer reviews are standard today, and more people use them to determine what businesses they will visit first. Women rely on them the most, to the tune of 50% more than men.(1) Dealerships utilize reviews that appeal to these decision-makers to create an advantage over their competition to showcase their business as a trusted destination.

1. Encourage customers, especially women, to provide honest feedback on their experience. Let them know you want the truth — that you use it to elevate your customer experience and culture. Nationally, 6 out of 10 women who don’t buy at your store when they visit never return(2) making it imperative to understand why.

2. When reviews help make changes to your business culture, publicize it. Let your web site and advertisements show that you are paying attention and that customers have power to make changes.

3. Be honest in your approach. If you receive reviews that point out an issue, respond to them and demonstrate that you recognized the problem and are fixing it. When customers publicly see that a business is willing to adapt, they themselves are more flexible and forgiving when a situation arises.

4. Curate reviews that tell a good story. For instance, “The buying experience was thoroughly enjoyable. I was greeted, but not in a pushy way. Michael listened to my wish list and found a way to make the numbers work. He was a good listener and found solutions — we worked together to find what I wanted for a price I wanted to pay.” Reviews like this tick all the boxes for women — a trusted resource who listened and found a good solution.

5. Establish a process to ensure your reviews show up on a cross-section of platforms, like Google, Cars.com, Dealer Rater, Women-Drivers, etc. Let women know that their responses are invaluable.

6. Consider having a special section for these customers where they can read reviews by other women. Women are partial to reviews from their peers.

7. Train consultants on how to ask for reviews and CSI. This includes refraining entirely from “Be sure to give me all 5s. If you aren’t going to give me a 5, call me first so we can discuss that line item, as its really important to me that I get the highest scores.” This sounds heavy-handed and confusing, and there is nothing empowering about this when hearing it as a buyer or when getting your car back in the service lane. It makes the review all about YOU. Full stop.

Being transparent and offering reviews about your dealership delivers several advantages. Customer loyalty and brand awareness are benefits that make your customers happy and drives money to your bottom line.

1. Ipsos Sociologue Poll, 2-14

2. 2019 Women’s Car Dealer Report at Top 7 US Auto Brands

2019 Women’s Car Buying Report at Top 7 US Auto Brands

Women now account for 45% of new car purchases – approaching a tipping point. With this segment responsible for buying 7.74 million new vehicles in 2018, dealers need to re-examine the ‘one size fits all’ approach to marketing and better tailor to an ever-growing base of customers. As the industry evolves, it is crucial for business leaders to have open and responsive systems to compete.

GET YOUR REPORT NOW

In this comprehensive report, women’s CX are explored and compared before, during, and after sales. Based on 5,391 car dealer reviews and the proprietary SurveySpark® opt-in questions, 94% of women self-report on over 30 data points about the experience, behaviors, and preferences of their visit.

The car reviews are tied to a brand for the top seven US selling auto brands - Chevrolet, Ford, Jeep, Honda, Nissan, Subaru, and Toyota. The science of predictive analytics shows the attitudes, obstacles, and opportunities with this largely untapped market. The data reveals new touch points and how sellers can develop pathways to improve solutions and retention for a new future.

How do your consultants greet women customers when they come in the door? Does the content, context and tone of a greeting make a difference in the interaction? How about from your BDC with internet leads?

Dealerships spend so much time working toward showcasing a positive resumè of reviews – usually on several platforms. However, a new national report from JoinWomenDrivers.com shows that less than 6 in 10 women are satisfied with the initial greeting and do not have a favorable first contact at car dealerships. Said another way, over 40% of the 3,013 respondents question their dealership’s practices on engaging them when they first enter a store. The real-time impact of this is loss of brand credibility and concern on the part of the customer.

Create Trust

We know that women rank trust as the #1 reason why they buy from their consultant. The initial greeting can make or break this impression. Fears can come up or be validated when the initial greeting goes off-center or doesn’t meet her expectation. Frankly, it can send your guest to another dealership. Statistics show that 60% of women who leave without buying that day won’t return. Given that women are the decision-makers for themselves and their family, simple calculations equate to a greeting that doesn’t engage, but also doesn’t improve the bottom line.

As a solution-provider to help dealers build a culture of engagement, inclusiveness and a welcoming environment, we have created tips to improve the initial customer greeting and interaction. Today’s Women’s Wednesday focuses on the face-to-face interaction from the front-line consultants and our next Women’s Wednesday will provide tips for the BDC and Internet teams.

Face-to-face Greetings | 7 Tips to Make them Count

Women walking into a store have strong ideas about what they want. A savvy consultant understands that the goal is to answer her questions; questions which can only become obvious if asked. Below are 7 tips to enhance the initial face-to-face conversation:

1. No Assumptions. Okay, it is safe to assume a guest has interests related to cars, but beyond that, NO assumptions. After a polite greeting, engage in a non-assuming way. Clear any ideas from your mind about what type of car she wants, if the car is for herself, if she is buying alone or with a partner, etc. Those questions need be answered by her.

2. Don’t Hover. Initial interactions require finesse and the ability to read subtle cues from a customer. If she wants to engage and has questions, provide the time she needs. If she says she is “just looking,” respect her response, and invite her to look around. Be attentive at a distance and available to respond when she wants to engage with you.

3. Ask Questions. The old greeting, “How may I help you?” will typically result in a response of, “Just looking.” Use openings like, “What may I help you find today?” or “What are some of the features you are looking for in your next car?” which encourage more specific responses. Be aware of questions that stop conversation. If your guest is with another person or in a group, be sure to determine the involvement of each of them. Whatever you do, assume that your female customer is important to the deal – don’t dismiss her as irrelevant.

4. Answer Questions that are Asked. This may seem simple, but often consultants will answer the question they want a customer to ask. This creates a disjointed dialogue. Listen carefully and answer truthfully. If you don’t know the answer, find someone who does.

5. Be Truthful. Truthful responses were alluded to in the previous tip, but it bears repeating – women respond best when they trust their sales advisor. Telling the truth is the best way to foster trust, even if it isn’t the answer you want to give.

6. Let the Customer Lead. You might have a good sale in process, or have special financing, but don’t lead your prospect where she doesn’t want to go. Instead, follow her lead and ask questions to dive deeper into what she needs and is looking for.

7. Listen, Listen, Listen. Women know when someone isn’t listening, and they have several choices for buying a car if they feel unheard. Remember 2 out of 3 women who leave your dealership without buying will not return.

The above tips will help frontline folks engage at a more effective level with their female guests. Practice these greetings in role-playing situations so they become second nature. Next time: Tips on Greetings for Digital Communication.

GET THE NATIONAL REPORT NOW

Today's Women's Wednesday is a rich historical look back reflecting on 50 years of women and automobiles. Its is a great way to view the huge industry and cultural shifts that have taken place in five decades. Fom A to Z. Here are just a few of the trends and events that changed the marketplace and perceptions:

Click Here to Read It Now

For Previous Issues of Women's Wednesday, click here.

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?

1. Customers expect to see a variety of ratings when reading reviews. If all are “exceptional”, customers will think they aren’t seeing the whole picture.
    
2. You have a chance to correct the issue. Your dissatisfied customer could have not mentioned the problem and just told her friends. Instead, she took the time to tell you about it, and now you have a chance to work on it – and most importantly, the relationship
    
3. It allows other women prospects to see the entire thread and see the larger picture as well as understand how you respond and treat customers.
    

The key issue for any ‘poor review’ is how you handle it. Here are a few things to consider:
 

1. Use rating services that allows this type of feedback to be held offline until you have a chance to resolve the problem. (Certified Dealers on Women-Drivers.com allows 10 working days for customer resolution before posting the review.)
    
2. Carefully read and note the real issue. Determine if it's a problem you need to address internally. Don’t dismiss it or think it is a one-time problem.
    
3. Discuss the problem in a prompt manner with your customer. Be sure to thank her for the feedback and make sure she has been “heard and gotten.” Once the issue is firmly resolved, you may consider:
   
   a. Offer a service coupon and ask her to give you a chance to make up for the inconvenience.
   
   b. A follow up call from the Service Advisor or even the GM provides an appreciative touch.
   
   c. Free car washes or lunch for two can be in order.
    
4. Resolve the issue internally, even if it was a one-time problem. If one customer reported the issue, other customers may have experienced the same thing.
    
5. Ask the customer if they are willing to re-write another review based upon this issue being resolved to their satisfaction.

Did You Know?

Customers who leave a bad review have taken the time to tell you about it rather than just walking her business elsewhere. View this as an opportunity rather than a threat and reap the rewards. Customer retention and recognizing the residual revenue in the service drive is paramount. Keeping a customer costs a lot less than getting a new one.

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?

1. Customers expect to see a variety of ratings when reading reviews. If all are “exceptional”, customers will think they aren’t seeing the whole picture.
    
2. You have a chance to correct the issue. Your dissatisfied customer could have not mentioned the problem and just told her friends. Instead, she took the time to tell you about it, and now you have a chance to work on it – and most importantly, the relationship
    
3. It allows other women prospects to see the entire thread and see the larger picture as well as understand how you respond and treat customers.
    

The key issue for any ‘poor review’ is how you handle it. Here are a few things to consider:
 

1. Use rating services that allows this type of feedback to be held offline until you have a chance to resolve the problem. (Certified Dealers on Women-Drivers.com allows 10 working days for customer resolution before posting the review.)
    
2. Carefully read and note the real issue. Determine if it's a problem you need to address internally. Don’t dismiss it or think it is a one-time problem.
    
3. Discuss the problem in a prompt manner with your customer. Be sure to thank her for the feedback and make sure she has been “heard and gotten.” Once the issue is firmly resolved, you may consider:
   
   a. Offer a service coupon and ask her to give you a chance to make up for the inconvenience.
   
   b. A follow up call from the Service Advisor or even the GM provides an appreciative touch.
   
   c. Free car washes or lunch for two can be in order.
    
4. Resolve the issue internally, even if it was a one-time problem. If one customer reported the issue, other customers may have experienced the same thing.
    
5. Ask the customer if they are willing to re-write another review based upon this issue being resolved to their satisfaction.

Did You Know?

Customers who leave a bad review have taken the time to tell you about it rather than just walking her business elsewhere. View this as an opportunity rather than a threat and reap the rewards. Customer retention and recognizing the residual revenue in the service drive is paramount. Keeping a customer costs a lot less than getting a new one.

Women account for about two-thirds of all dealership service visits, and many of these women have spoken. Women-Drivers.com captures reviews about their dealership experiences – and the company has just announced the 2011 top car brands as rated by women.

On the site, dealerships’ scores range from 1.0 (the lowest rating) to 5.0 (the highest). Dealers with a Women Satisfaction Index or WSI® scores between 3.8 – 5.0 are recognized and marketed as Certified Women‐Drivers Friendly^TM.

The 15 Brands with the highest SERVICING WSI® scores at new car dealerships:

Mercedes- Benz dealers received the highest WSI® rating from women with a 4.71 WSI® score. The average for all brands was 4.04.

1. 1. Mercedes-Benz: 4.71
2. Acura: 4.67
3. Honda: 4.62
4. BMW: 4.57
5. Lexus: 4.42
6. Buick: 4.23
7. Toyota: 4.18
8. GMC: 4.16
9. Jeep: 4.12
10. Subaru: 4.03
11. Chrysler: 3.97
12. Dodge and Nissan: 3.93
13. Hyundai: 3.91
14. Volkswagen: 3.87
15. Chevrolet: 3.85

Trends

The 2011 WSI SERVICING score was higher than the last 2010 report, up from a 3.91 score for all brands. The two brands that had the biggest increase were Toyota up from 3.76, Chevrolet up from 3.58. The brands Jeep, Hyundai and Dodge have jumped considerably as they were not listed in the 2010 report. Chrysler is down from their 2010 score of 4.47.

Criteria

These top brand consistently scores well with women on:

• Ease of scheduling service appointment
• Receiving an estimate prior to work being completed
• Being kept informed of the progress or any changes – and the financial implications of those changes
• Being treated respectfully
• Work being completed to satisfaction
• Car being cleaned
• Plans to have service work done there in the future

Opportunities

“The average customer buys a new car every 40 months, according to NADA. However, during the same time duration, those customers make an estimated ten visits to a dealer's service lane. These interactions are crucial to a dealership for several reasons,” stated Anne Fleming, President and Car Buying Advocate. “There is a higher rate of net income that is derived from the service department, for starters, and – if a she has a good experience, there is a much higher probability she will be returning to this dealership to buy – especially if she is staying with that brand.”

“Brands that maintain very strong WSI SERVICING scores are continuously meeting women’s expectations,” maintains Fleming. “It's all about trust and treatment”.

WSI impacts CSI

The company notes a positive correlation between the WSI® and CSI. Higher ranking WSI scores at many dealers have impacted those same stores’ CSI scores.

Women account for about two-thirds of all dealership service visits, and many of these women have spoken. Women-Drivers.com captures reviews about their dealership experiences – and the company has just announced the 2011 top car brands as rated by women.

On the site, dealerships’ scores range from 1.0 (the lowest rating) to 5.0 (the highest). Dealers with a Women Satisfaction Index or WSI® scores between 3.8 – 5.0 are recognized and marketed as Certified Women‐Drivers Friendly^TM.

The 15 Brands with the highest SERVICING WSI® scores at new car dealerships:

Mercedes- Benz dealers received the highest WSI® rating from women with a 4.71 WSI® score. The average for all brands was 4.04.

1. 1. Mercedes-Benz: 4.71
2. Acura: 4.67
3. Honda: 4.62
4. BMW: 4.57
5. Lexus: 4.42
6. Buick: 4.23
7. Toyota: 4.18
8. GMC: 4.16
9. Jeep: 4.12
10. Subaru: 4.03
11. Chrysler: 3.97
12. Dodge and Nissan: 3.93
13. Hyundai: 3.91
14. Volkswagen: 3.87
15. Chevrolet: 3.85

Trends

The 2011 WSI SERVICING score was higher than the last 2010 report, up from a 3.91 score for all brands. The two brands that had the biggest increase were Toyota up from 3.76, Chevrolet up from 3.58. The brands Jeep, Hyundai and Dodge have jumped considerably as they were not listed in the 2010 report. Chrysler is down from their 2010 score of 4.47.

Criteria

These top brand consistently scores well with women on:

• Ease of scheduling service appointment
• Receiving an estimate prior to work being completed
• Being kept informed of the progress or any changes – and the financial implications of those changes
• Being treated respectfully
• Work being completed to satisfaction
• Car being cleaned
• Plans to have service work done there in the future

Opportunities

“The average customer buys a new car every 40 months, according to NADA. However, during the same time duration, those customers make an estimated ten visits to a dealer's service lane. These interactions are crucial to a dealership for several reasons,” stated Anne Fleming, President and Car Buying Advocate. “There is a higher rate of net income that is derived from the service department, for starters, and – if a she has a good experience, there is a much higher probability she will be returning to this dealership to buy – especially if she is staying with that brand.”

“Brands that maintain very strong WSI SERVICING scores are continuously meeting women’s expectations,” maintains Fleming. “It's all about trust and treatment”.

WSI impacts CSI

The company notes a positive correlation between the WSI® and CSI. Higher ranking WSI scores at many dealers have impacted those same stores’ CSI scores.