As a car dealer, you’ve been thoroughly trained on all steps of a sale from greeting through negotiation and final sale. And, you apply these steps well. But, it’s a good bet that even armed with all of your knowledge and experience there have been more than a few times when you found yourself wondering, "What happened? I thought everything was going well and yet the prospect walked out the door."

Here, you will learn unusual but highly effective tips to help you focus on signals that you might otherwise miss – signals that could be the difference between clinching a deal and having the potential buyer walk out the door. Women-Drivers.com reveals that women car buyers visit 1.9 dealerships before purchasing. That means that while 5 out of 10 women who walk in are going to buy a car from you; and 5 are going to leave - and 89% of those who do leave will not return to your dealership.

Do you track the number of browsers that visit your dealership? If you did, you might see there is a whole lot of business walking out the door. Knowing how the unconscious can undermine effective communication enables you to pay attention, better read a buyer and increase sales potential. Here, we concentrate on your interactions with women buyers in particular. But, the same principles of observation, awareness and being "in the moment" apply in every sales situation with all customers.

Your Brain on Auto Pilot Have you ever said something or acted on something and then asked yourself, "What was I thinking?" Let's face it, all of us have found ourselves acting first and thinking second at various times. When this lapse of 'conscious consideration' happens during the car buying process, it means that you could be missing something vital.

Let's take a closer look. The brain has three essential components:

• The Neocortex, smart and conscience, produces language, reason, and analysis.
• The Limbic part stores memories and reactions and records and produces emotion.

The Reptilian part is unconscious, designed to create fight or flight when survival is at stake, and can be quite irrational, allowing one to jump to unwarranted conclusions.

Clear Intentions International® is a company that provides executive Neuro-Emotional Coaching and works with sales professionals in the US, Israel, and Germany. "The common challenges that sales people have are fear of rejection, poor time management and lack of confidence – or, in some cases, the sense of deserving to be successful. Even though it's 2013 and we have all this technology and are highly sophisticated, our emotions still rule our decisions. Sales people think the deal closed and in a nano-second something happens and they derail it," says founder and President Dr. Barbara Schwarck, PCC.

To address this, Clear Intentions created the BreakThrough Now app (iphone users can download here) that assists salespeople in powerfully dealing with their blind spots As a result of some simple tests, you can achieve dramatic improvements in productivity, procrastination, feeling disempowered, and against rejection. Adds Dr. Schwarck, "it's a litmus or PH test to locate individual weaknesses and what to go to work on."

When you stop paying real attention to your sales interaction and, instead, operate on auto pilot or assume or just jump to conclusions, your limbic brain takes over meaning you are acting on instinct, history and internalized prejudices rather than being present to happening right now. For more on how the brain functions, and how car buyers also become 'hijacked or hooked', read Women-Driver's article on The Neuroscience of Buying a Car.

With women going to 1.9 dealerships before buying, read on to understand 3 key developments you can employ to maximize your sales opportunity well beyond a 50-50% chance.

1. Get to Know Women Car Buyers Better
Here's a quick test to help you understand why some women have a difficult time relating to their sales advisor.

1. When "browsing for a car'' what percent of women feel the salesperson was directing real or, valued, communication toward them?
   (A) less than 60% (B) 75.0% (C) 79.3% (D) 82.1%
2. When "buying a car'' what percent of women feel the salesperson was directing real or, valued, communication toward them?
   (A) less than 60% (B) 67.9% (C) 84.3% (D) 90.7%
3. 3. What percent of women 'browsers' would recommend their salesperson?
   (A) 41.4% (B) 51.5% (C) 61.5% (D) 71.6%
4. What percent of women 'buyers' would recommend their salesperson?
   (A) 61.5% (B) 71.5% (C) 81.7% (D) 91.6%

According to Women-Drivers.com, the answers are:: 1. (D); 2. (D); 3. (D); 4. (D)

These few answers show that women experience browsing and buying very differently. Women give their salespeople much higher scores when buying. Clearly, there is room for seller improvement. Consider to what extend you might be responsible for these perceptions. Do you interact or pay attention to her the same if you think he is "just looking or browsing"? Do you pull out all the stops, however, when you (think) she is buying?

2. What a Woman Really is Communicating When She Says, "I'm Just Looking?"... Continue Reading Here

As a car dealer, you’ve been thoroughly trained on all steps of a sale from greeting through negotiation and final sale. And, you apply these steps well. But, it’s a good bet that even armed with all of your knowledge and experience there have been more than a few times when you found yourself wondering, "What happened? I thought everything was going well and yet the prospect walked out the door."

Here, you will learn unusual but highly effective tips to help you focus on signals that you might otherwise miss – signals that could be the difference between clinching a deal and having the potential buyer walk out the door. Women-Drivers.com reveals that women car buyers visit 1.9 dealerships before purchasing. That means that while 5 out of 10 women who walk in are going to buy a car from you; and 5 are going to leave - and 89% of those who do leave will not return to your dealership.

Do you track the number of browsers that visit your dealership? If you did, you might see there is a whole lot of business walking out the door. Knowing how the unconscious can undermine effective communication enables you to pay attention, better read a buyer and increase sales potential. Here, we concentrate on your interactions with women buyers in particular. But, the same principles of observation, awareness and being "in the moment" apply in every sales situation with all customers.

Your Brain on Auto Pilot Have you ever said something or acted on something and then asked yourself, "What was I thinking?" Let's face it, all of us have found ourselves acting first and thinking second at various times. When this lapse of 'conscious consideration' happens during the car buying process, it means that you could be missing something vital.

Let's take a closer look. The brain has three essential components:

• The Neocortex, smart and conscience, produces language, reason, and analysis.
• The Limbic part stores memories and reactions and records and produces emotion.

The Reptilian part is unconscious, designed to create fight or flight when survival is at stake, and can be quite irrational, allowing one to jump to unwarranted conclusions.

Clear Intentions International® is a company that provides executive Neuro-Emotional Coaching and works with sales professionals in the US, Israel, and Germany. "The common challenges that sales people have are fear of rejection, poor time management and lack of confidence – or, in some cases, the sense of deserving to be successful. Even though it's 2013 and we have all this technology and are highly sophisticated, our emotions still rule our decisions. Sales people think the deal closed and in a nano-second something happens and they derail it," says founder and President Dr. Barbara Schwarck, PCC.

To address this, Clear Intentions created the BreakThrough Now app (iphone users can download here) that assists salespeople in powerfully dealing with their blind spots As a result of some simple tests, you can achieve dramatic improvements in productivity, procrastination, feeling disempowered, and against rejection. Adds Dr. Schwarck, "it's a litmus or PH test to locate individual weaknesses and what to go to work on."

When you stop paying real attention to your sales interaction and, instead, operate on auto pilot or assume or just jump to conclusions, your limbic brain takes over meaning you are acting on instinct, history and internalized prejudices rather than being present to happening right now. For more on how the brain functions, and how car buyers also become 'hijacked or hooked', read Women-Driver's article on The Neuroscience of Buying a Car.

With women going to 1.9 dealerships before buying, read on to understand 3 key developments you can employ to maximize your sales opportunity well beyond a 50-50% chance.

1. Get to Know Women Car Buyers Better
Here's a quick test to help you understand why some women have a difficult time relating to their sales advisor.

1. When "browsing for a car'' what percent of women feel the salesperson was directing real or, valued, communication toward them?
   (A) less than 60% (B) 75.0% (C) 79.3% (D) 82.1%
2. When "buying a car'' what percent of women feel the salesperson was directing real or, valued, communication toward them?
   (A) less than 60% (B) 67.9% (C) 84.3% (D) 90.7%
3. 3. What percent of women 'browsers' would recommend their salesperson?
   (A) 41.4% (B) 51.5% (C) 61.5% (D) 71.6%
4. What percent of women 'buyers' would recommend their salesperson?
   (A) 61.5% (B) 71.5% (C) 81.7% (D) 91.6%

According to Women-Drivers.com, the answers are:: 1. (D); 2. (D); 3. (D); 4. (D)

These few answers show that women experience browsing and buying very differently. Women give their salespeople much higher scores when buying. Clearly, there is room for seller improvement. Consider to what extend you might be responsible for these perceptions. Do you interact or pay attention to her the same if you think he is "just looking or browsing"? Do you pull out all the stops, however, when you (think) she is buying?

2. What a Woman Really is Communicating When She Says, "I'm Just Looking?"... Continue Reading Here

Mercedes, Lexus, Dodge, Chrysler and Jeep are Top Leaders with Women Buyers

Women-Drivers.com has released its 2012 report showing the top car brands as rated by women. Each year, Women‐Drivers.com tracks thousands of consumer reviews with regards to women’s purchasing and browsing experiences at new car dealerships. These scores are compiled from thousands of reviews written in the 2012 calendar year. On the site, dealerships’ scores range from 5.0 (the highest) to 1.0 (the lowest). Dealers with a Women Satisfaction Index or WSI® scores between 3.8 – 5.0 are recognized and marketed as CERTIFIED Women‐Drivers Friendly™.

2012-wsi-purchasing-graph.jpgWomen now account for over half of all car purchases; however, they influence and initiate an estimated 80% of them. One of the reasons the company captures the ‘browsing’ is that on average women visit three (3) dealerships when in the market for a new vehicle; the higher a dealership’s browsing score is a critical indication that consumers were treated well and will return to this dealership to buy.

"When a woman walks into a dealership that treats her with respect and engages her during the buying process, the dealership is out to gain a purchase from that customer," said Anne Fleming, the company’s president, and Car Buying Advocate. "It’s pretty simple, respect + customer engagement = sale and potential future purchases. And cleary, these dealerships get that." 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.

The Top 15 Brands for PURCHASING experiences at dealerships:

Mercedes dealers received the highest WSI® ranking among women buyers with an almost perfect 4.90 score in the purchase category. Lexus followed second, with the rest of the top five going to Chrysler's brands – quite a testimony to this family of brands, and how well the in-store buying experience is for their women shoppers.

The average WSI® score for all brands was 4.46. These top brands ranked consistently high with women customers who were very satisfied with the engagement and treatment by the sales person, their overall dealership experience, as well as the financing process.

1. Mercedes: 4.90
2. Lexus: 4.83
3. Dodge: 4.78
4. Chrysler: 4.76
5. Jeep: 4.75
6. Lincoln: 4.72
7. Acura: 4.55
8. Chevrolet: 4.51
9. Buick: 4.48
10. Honda: 4.39
11. GMC: 4.38
12. Toyota and Mazda: 4.36
13. Cadillac: 4.35
14. Ford and KIA: 4.33
15. Hyundai: 4.23

The Top 15 Brands for BROWSING experiences at dealerships:

Mercedes dealers scored the highest WSI® ranking pulling in a 4.50 score from browsers ‐‐ women customers who went to a dealership but did not purchase that day. The average WSI® score for all brands in this category was 4.01. These top brands ranked consistently high with women customers who were very satisfied with the engagement and treatment by the sales person and their overall dealership experience. The higher a dealership’s browsing score, the higher the probability that women will return there to purchase.

1. Mercedes: 4.59
2. Jeep: 4.53
3. Mazda: 4.38
4. Chevrolet: 4.24
5. Lexus: 4.10
6. Chrysler: 4.07
7. GMC: 4.02
8. Hyundai: 3.99
9. Acura and Ford: 3.97
10. Dodge: 3.92
11. KIA: 3.82
12. Volkswagen: 3.67
13. Audi: 3.44
14. Buick & Cadillac: 3.37
15. Toyota: 3.26

* Some brands are not represented in this report because they were no longer being marketed in 2012, or, due to lack of statistically significant data.

Mercedes, Lexus, Dodge, Chrysler and Jeep are Top Leaders with Women Buyers

Women-Drivers.com has released its 2012 report showing the top car brands as rated by women. Each year, Women‐Drivers.com tracks thousands of consumer reviews with regards to women’s purchasing and browsing experiences at new car dealerships. These scores are compiled from thousands of reviews written in the 2012 calendar year. On the site, dealerships’ scores range from 5.0 (the highest) to 1.0 (the lowest). Dealers with a Women Satisfaction Index or WSI® scores between 3.8 – 5.0 are recognized and marketed as CERTIFIED Women‐Drivers Friendly™.

2012-wsi-purchasing-graph.jpgWomen now account for over half of all car purchases; however, they influence and initiate an estimated 80% of them. One of the reasons the company captures the ‘browsing’ is that on average women visit three (3) dealerships when in the market for a new vehicle; the higher a dealership’s browsing score is a critical indication that consumers were treated well and will return to this dealership to buy.

"When a woman walks into a dealership that treats her with respect and engages her during the buying process, the dealership is out to gain a purchase from that customer," said Anne Fleming, the company’s president, and Car Buying Advocate. "It’s pretty simple, respect + customer engagement = sale and potential future purchases. And cleary, these dealerships get that." 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.

The Top 15 Brands for PURCHASING experiences at dealerships:

Mercedes dealers received the highest WSI® ranking among women buyers with an almost perfect 4.90 score in the purchase category. Lexus followed second, with the rest of the top five going to Chrysler's brands – quite a testimony to this family of brands, and how well the in-store buying experience is for their women shoppers.

The average WSI® score for all brands was 4.46. These top brands ranked consistently high with women customers who were very satisfied with the engagement and treatment by the sales person, their overall dealership experience, as well as the financing process.

1. Mercedes: 4.90
2. Lexus: 4.83
3. Dodge: 4.78
4. Chrysler: 4.76
5. Jeep: 4.75
6. Lincoln: 4.72
7. Acura: 4.55
8. Chevrolet: 4.51
9. Buick: 4.48
10. Honda: 4.39
11. GMC: 4.38
12. Toyota and Mazda: 4.36
13. Cadillac: 4.35
14. Ford and KIA: 4.33
15. Hyundai: 4.23

The Top 15 Brands for BROWSING experiences at dealerships:

Mercedes dealers scored the highest WSI® ranking pulling in a 4.50 score from browsers ‐‐ women customers who went to a dealership but did not purchase that day. The average WSI® score for all brands in this category was 4.01. These top brands ranked consistently high with women customers who were very satisfied with the engagement and treatment by the sales person and their overall dealership experience. The higher a dealership’s browsing score, the higher the probability that women will return there to purchase.

1. Mercedes: 4.59
2. Jeep: 4.53
3. Mazda: 4.38
4. Chevrolet: 4.24
5. Lexus: 4.10
6. Chrysler: 4.07
7. GMC: 4.02
8. Hyundai: 3.99
9. Acura and Ford: 3.97
10. Dodge: 3.92
11. KIA: 3.82
12. Volkswagen: 3.67
13. Audi: 3.44
14. Buick & Cadillac: 3.37
15. Toyota: 3.26

* Some brands are not represented in this report because they were no longer being marketed in 2012, or, due to lack of statistically significant data.

Did you ever wish you could read a woman’s mind to know exactly what car and price range she is interested in when she enters your dealership? Wouldn’t that make the selling process easier? Recent industry numbers highlight the power of women buyers and demonstrate what value they have to your dealership’s bottom line.

Let’s take a look at six characteristics that will assist you and your staff relate and understand your female buyer better.

1. Browsing – The Silent Statistic

The browsing experience at the dealership is one of the top indicators whether a woman will actually buy from you. If a woman comes into a dealership and has a good exchange, feels respected and listened to - even if she is not ready to buy, there is a very high probability she will return. However, if she comes into a dealership and does not have a good experience, she will definitely not return. You may “know” this, but do you know the quantitative revenue impact of lost sales due to a negative browsing experience in your store?

It remains absolutely critical for your staff to treat each prospective customer with the utmost respect. Answer all questions and listen for concerns – including what she is not saying. No arrogance or strong handing is required – this type of behavior by a sales advisor results in a defensive customer one hundred percent of the time. Treat her like your mother – really. Talk less and listen more is the rule of thumb.

2. A New “Face” in the Audience

With marriage being postponed until later, coinciding with marriage rates dropping in the US, the new face of a CPO buyer also includes single women or single parent households with children. According to the U.S. Bureau of Labor Statistics, 29.5% of all households are run by single parents. Most single women and single parents are on a fixed income and the only breadwinner in their household, making many a perfect candidate to buy CPO.

3. The Ideal Car Features for Women

When female CPO shoppers come into a dealership, they are usually looking to buy. They want:

• A car that is easy to drive and one that looks good
• A car that is economical and fuel efficient
• Style and comfort
• A car that is practical and functional
• A good, hearty reliable vehicle

4. Value Women’s Time

These CPO shoppers are busy women who guard their time closely. If they find themselves in a car dealership, they are a serious buyer, not someone shopping for fun. Be sure to take their buying process seriously.

Unlike her ‘traditional’ male counterpart, rarely do women revel in the gamesmanship of buying a car. The days of being “held hostage” at the dealership for hours, simply won’t fly anymore. We believe that dealerships that employ a “Buy a Car in 90 minutes” promise will see an increase of women and men customers visiting their store.

5. Women Wants and Demand Trust from Sales Advisors

When a woman shopper enters a dealership, she already realizes she has lots of other options available to her; but there she is in your store. What is essential from the get-go is having trust in her dealer. And, trust and being trustworthy all starts with the sales advisor. Sales advisors have all the power – and, all the ability to muff it.

Women-Drivers.com reviewers listed these top four qualities they look for in a salesperson:

• Trustworthy ~ 47.31%
• Respectful ~ 35.82%
• Knowledgeable ~ 30.00%
• Likeable ~ 27.16%

6. Time & Research – A Female CPO Shopper’s Greatest Assets

Women are information-seekers. They love shopping for cars on the Internet and they do a lot of research online. When they print out information from the Internet and are armed with quotes and information gained online, they are more confident in their car buying decisions.

The effect that the Internet has had on their interactions with car dealers doesn’t stop when she buys a car. Most women will write a review about their experience – your dealership may need to incent them by offering a coupon on future service work. It’s a win-win for your dealership. In order to get the coupon, a review must be written; the coupon or discount on future work ensures to a higher degree she will bring her vehicle to your service lane. Brand reputation sites and reviews play a big part in your dealership marketing to future CPO prospects. Be sure to have the sales and service team actively ask for reviews

Did you ever wish you could read a woman’s mind to know exactly what car and price range she is interested in when she enters your dealership? Wouldn’t that make the selling process easier? Recent industry numbers highlight the power of women buyers and demonstrate what value they have to your dealership’s bottom line.

Let’s take a look at six characteristics that will assist you and your staff relate and understand your female buyer better.

1. Browsing – The Silent Statistic

The browsing experience at the dealership is one of the top indicators whether a woman will actually buy from you. If a woman comes into a dealership and has a good exchange, feels respected and listened to - even if she is not ready to buy, there is a very high probability she will return. However, if she comes into a dealership and does not have a good experience, she will definitely not return. You may “know” this, but do you know the quantitative revenue impact of lost sales due to a negative browsing experience in your store?

It remains absolutely critical for your staff to treat each prospective customer with the utmost respect. Answer all questions and listen for concerns – including what she is not saying. No arrogance or strong handing is required – this type of behavior by a sales advisor results in a defensive customer one hundred percent of the time. Treat her like your mother – really. Talk less and listen more is the rule of thumb.

2. A New “Face” in the Audience

With marriage being postponed until later, coinciding with marriage rates dropping in the US, the new face of a CPO buyer also includes single women or single parent households with children. According to the U.S. Bureau of Labor Statistics, 29.5% of all households are run by single parents. Most single women and single parents are on a fixed income and the only breadwinner in their household, making many a perfect candidate to buy CPO.

3. The Ideal Car Features for Women

When female CPO shoppers come into a dealership, they are usually looking to buy. They want:

• A car that is easy to drive and one that looks good
• A car that is economical and fuel efficient
• Style and comfort
• A car that is practical and functional
• A good, hearty reliable vehicle

4. Value Women’s Time

These CPO shoppers are busy women who guard their time closely. If they find themselves in a car dealership, they are a serious buyer, not someone shopping for fun. Be sure to take their buying process seriously.

Unlike her ‘traditional’ male counterpart, rarely do women revel in the gamesmanship of buying a car. The days of being “held hostage” at the dealership for hours, simply won’t fly anymore. We believe that dealerships that employ a “Buy a Car in 90 minutes” promise will see an increase of women and men customers visiting their store.

5. Women Wants and Demand Trust from Sales Advisors

When a woman shopper enters a dealership, she already realizes she has lots of other options available to her; but there she is in your store. What is essential from the get-go is having trust in her dealer. And, trust and being trustworthy all starts with the sales advisor. Sales advisors have all the power – and, all the ability to muff it.

Women-Drivers.com reviewers listed these top four qualities they look for in a salesperson:

• Trustworthy ~ 47.31%
• Respectful ~ 35.82%
• Knowledgeable ~ 30.00%
• Likeable ~ 27.16%

6. Time & Research – A Female CPO Shopper’s Greatest Assets

Women are information-seekers. They love shopping for cars on the Internet and they do a lot of research online. When they print out information from the Internet and are armed with quotes and information gained online, they are more confident in their car buying decisions.

The effect that the Internet has had on their interactions with car dealers doesn’t stop when she buys a car. Most women will write a review about their experience – your dealership may need to incent them by offering a coupon on future service work. It’s a win-win for your dealership. In order to get the coupon, a review must be written; the coupon or discount on future work ensures to a higher degree she will bring her vehicle to your service lane. Brand reputation sites and reviews play a big part in your dealership marketing to future CPO prospects. Be sure to have the sales and service team actively ask for reviews

A new report released by Maritz Research recently claims that four in 10 customers are not even test driving their cars before purchasing. This is an astounding number of consumers, even if half of them didn’t tell the truth.

This phenomenon of customers bypassing the test drive can actually cause a backlash of issues for dealerships. How so?

Let’s start with design trends for vehicles in the 2013 or 2012 class.

On many models, back windows have a much shorter rise, and front headrests and side mirrors are larger. The Women-Drivers.com team test drives cars 40 weeks out of the year for our HER & HIS Car Review section, and these three vehicle features can negatively impact visibility and contribute to blind spot hazards for today’s drivers.

Both complaints are valid, but not solid reasons to return a car, since these customers willingly said “I’ll take it,” got their financing order, and drove off into the proverbial sunset. Furthermore, both also said that they experienced no pressure from dealership personnel to buy.

These customers – one in St. Louis and the other in Pittsburgh – contacted their respective dealers, and, in both cases, the GM’s were sympathetic and willing to get them into another, same-priced vehicle. However, neither were satisfied and both:

1) Wrote highly negative reviews about the dealership on multiple dealer rating sites;
2) Gave highly negative CSI scores about their experience there; and
3) Are pursuing legal action against these two businesses.

Do we buy a house without walking through it and having it appraised or inspected? Of course not.

My suggestion is to have an unwritten policy with your sales team about the importance of test drives. While it may be fun and expedient to move quickly to a sale, these no-test-drive customers can hurt your dealership in the long run. While it’s not practical to turn away business, when a customer insists on buying a model without previously driving it (with you or elsewhere), or after driving it for only 10 minutes, note this on the paperwork so that you have something to reference should that customer return.

Encouraging substantive test drives into your sales process is best. “At Day Chevrolet we insist that they take as many test drives with as many vehicles as they like while at the dealership. It is imperative that they feel free to test drive various makes and models so that they can be completely satisfied with their ultimate purchase,” says Vic Olive, General Manager at Day Chevrolet in Pittsburgh.

Ford and Lexus are taking a similar approach to helping buyers get to know their vehicles.

The instant gratification of a quick sale may not feel so gratifying a week or two after the transaction when the (online) complaints commence.

A new report released by Maritz Research recently claims that four in 10 customers are not even test driving their cars before purchasing. This is an astounding number of consumers, even if half of them didn’t tell the truth.

This phenomenon of customers bypassing the test drive can actually cause a backlash of issues for dealerships. How so?

Let’s start with design trends for vehicles in the 2013 or 2012 class.

On many models, back windows have a much shorter rise, and front headrests and side mirrors are larger. The Women-Drivers.com team test drives cars 40 weeks out of the year for our HER & HIS Car Review section, and these three vehicle features can negatively impact visibility and contribute to blind spot hazards for today’s drivers.

Both complaints are valid, but not solid reasons to return a car, since these customers willingly said “I’ll take it,” got their financing order, and drove off into the proverbial sunset. Furthermore, both also said that they experienced no pressure from dealership personnel to buy.

These customers – one in St. Louis and the other in Pittsburgh – contacted their respective dealers, and, in both cases, the GM’s were sympathetic and willing to get them into another, same-priced vehicle. However, neither were satisfied and both:

1) Wrote highly negative reviews about the dealership on multiple dealer rating sites;
2) Gave highly negative CSI scores about their experience there; and
3) Are pursuing legal action against these two businesses.

Do we buy a house without walking through it and having it appraised or inspected? Of course not.

My suggestion is to have an unwritten policy with your sales team about the importance of test drives. While it may be fun and expedient to move quickly to a sale, these no-test-drive customers can hurt your dealership in the long run. While it’s not practical to turn away business, when a customer insists on buying a model without previously driving it (with you or elsewhere), or after driving it for only 10 minutes, note this on the paperwork so that you have something to reference should that customer return.

Encouraging substantive test drives into your sales process is best. “At Day Chevrolet we insist that they take as many test drives with as many vehicles as they like while at the dealership. It is imperative that they feel free to test drive various makes and models so that they can be completely satisfied with their ultimate purchase,” says Vic Olive, General Manager at Day Chevrolet in Pittsburgh.

Ford and Lexus are taking a similar approach to helping buyers get to know their vehicles.

The instant gratification of a quick sale may not feel so gratifying a week or two after the transaction when the (online) complaints commence.

Women are the fastest growing segment of car buyers at car dealerships, spending billions of dollars annually on new and used cars, as well as car service and maintenance.

They’re more confident, educated and prepared to make smart car decisions than ever before, and thanks to dealer rating websites like Women-Drivers.com, Facebook, Twitter and other online outlets, women are also voicing their opinions on those decisions in greater numbers.

Car dealerships have to treat women respectfully or they risk sending customers to their nearest competitor: another dealership, or an independent specialty or “big box” auto repair store.

The car dealer review site is a marketplace connecting women to dealerships that already promote trust and transparency, as demonstrated through their Women Satisfaction Index scores.

Our service reviews underscore the bottom line for women — when they are treated respectfully and have a good experience, they return to that dealership again and again.

This is no surprise to dealerships, as customer retention is critical to their business. Vehicle owners visit a dealership’s service lane two to three times a year. The more a customer comes back, the higher the likelihood they will not only return for service in the future, but will also purchase their next car there.

Five variables are utilized, in part or in whole, by forward‐thinking dealerships with extraordinarily high loyalty and retention rates with women consumers. They are:

1. More Women in the Workplace

There are over 18 percent of women working at car dealerships and many are in the position of service adviser, the first line of contact with the dealership’s customers. These dealerships realize that seeing a knowledgeable woman behind the service counter makes female customers more comfortable to ask questions concerning repairs.

2. Using Technology to Communicate Repair Needs

Most dealers continue to focus on “verbal selling” instead of "visual selling." Women, many of whom are skeptical of “up sells at the dealership” decline the additional or unforeseen recommendation over 40 percent of the time. Why? Customers want proof to ensure that the repair is warranted — and, when they cannot see the problem many opt out, and may even feel suspicious about it.

Companies like ClearMechanic.com develop technology for automotive dealerships including mobile apps, expert illustration content and web‐based tools to “visually explain” repairs with real‐time photos and videos.

Customers and dealerships alike see this as win‐win. Dealerships that use this “proof‐based” technology have a 20 to 40 percent increase in success on additional service recommendations while their customer retention rates and CSI scores improve.

3. Go Beyond TV

Make the service waiting area into places where women are comfortable spending time, especially mothers with children. A relaxed and friendly atmosphere with comfortable seating, WiFi connectivity and flat‐screen TVs are a start.

The warmth of the waiting area, the types of magazines provided and the wall colors also enhance the space. Provide hot and cool beverages and a children’s designated play center.

Allow for free transportation services so women can run errands while waiting for their car to be finished. When possible, allow for courtesy overnight vehicles – this concierge service is employed by luxury brands and can have a real impact on women using a dealership, so trickle‐down brands and dealerships take note.

4. Expand Hours

According to the National Automobile Dealers Association, the average service department is open 56 hours a week compared to an 80 hour average for a specialty car repair chain store. With 40 percent of children today being born to unwed mothers and 29.5 percent of households run by single parents, dealerships that expand their hours are expanding their customer base.*

5. The Golden Rule

Put a highly trained listener into the position of Service Adviser – the professional who can hear not only what women are actually saying, but also be interested in what they aren’t saying. Abandon the role as the know‐it‐all automotive expert and strive to support and educate women throughout the entire sales process. Treat women with respect and treat them as the savvy consumers they are.

Without question, customer service and customer satisfaction are being re‐defined by women car buyers and dealerships alike. Women value relationships and trust car dealers who focus on building a long‐term relationship, not just making a sale.

Every dealership should strive to be identified as a dealership that women trust, since providing superior service to its women customers means that same level of service to all of customers.

*SOURCE: http://www.census.gov/compendia/statab/2012/tables/12s1337.pdf.

Women are the fastest growing segment of car buyers at car dealerships, spending billions of dollars annually on new and used cars, as well as car service and maintenance.

They’re more confident, educated and prepared to make smart car decisions than ever before, and thanks to dealer rating websites like Women-Drivers.com, Facebook, Twitter and other online outlets, women are also voicing their opinions on those decisions in greater numbers.

Car dealerships have to treat women respectfully or they risk sending customers to their nearest competitor: another dealership, or an independent specialty or “big box” auto repair store.

The car dealer review site is a marketplace connecting women to dealerships that already promote trust and transparency, as demonstrated through their Women Satisfaction Index scores.

Our service reviews underscore the bottom line for women — when they are treated respectfully and have a good experience, they return to that dealership again and again.

This is no surprise to dealerships, as customer retention is critical to their business. Vehicle owners visit a dealership’s service lane two to three times a year. The more a customer comes back, the higher the likelihood they will not only return for service in the future, but will also purchase their next car there.

Five variables are utilized, in part or in whole, by forward‐thinking dealerships with extraordinarily high loyalty and retention rates with women consumers. They are:

1. More Women in the Workplace

There are over 18 percent of women working at car dealerships and many are in the position of service adviser, the first line of contact with the dealership’s customers. These dealerships realize that seeing a knowledgeable woman behind the service counter makes female customers more comfortable to ask questions concerning repairs.

2. Using Technology to Communicate Repair Needs

Most dealers continue to focus on “verbal selling” instead of "visual selling." Women, many of whom are skeptical of “up sells at the dealership” decline the additional or unforeseen recommendation over 40 percent of the time. Why? Customers want proof to ensure that the repair is warranted — and, when they cannot see the problem many opt out, and may even feel suspicious about it.

Companies like ClearMechanic.com develop technology for automotive dealerships including mobile apps, expert illustration content and web‐based tools to “visually explain” repairs with real‐time photos and videos.

Customers and dealerships alike see this as win‐win. Dealerships that use this “proof‐based” technology have a 20 to 40 percent increase in success on additional service recommendations while their customer retention rates and CSI scores improve.

3. Go Beyond TV

Make the service waiting area into places where women are comfortable spending time, especially mothers with children. A relaxed and friendly atmosphere with comfortable seating, WiFi connectivity and flat‐screen TVs are a start.

The warmth of the waiting area, the types of magazines provided and the wall colors also enhance the space. Provide hot and cool beverages and a children’s designated play center.

Allow for free transportation services so women can run errands while waiting for their car to be finished. When possible, allow for courtesy overnight vehicles – this concierge service is employed by luxury brands and can have a real impact on women using a dealership, so trickle‐down brands and dealerships take note.

4. Expand Hours

According to the National Automobile Dealers Association, the average service department is open 56 hours a week compared to an 80 hour average for a specialty car repair chain store. With 40 percent of children today being born to unwed mothers and 29.5 percent of households run by single parents, dealerships that expand their hours are expanding their customer base.*

5. The Golden Rule

Put a highly trained listener into the position of Service Adviser – the professional who can hear not only what women are actually saying, but also be interested in what they aren’t saying. Abandon the role as the know‐it‐all automotive expert and strive to support and educate women throughout the entire sales process. Treat women with respect and treat them as the savvy consumers they are.

Without question, customer service and customer satisfaction are being re‐defined by women car buyers and dealerships alike. Women value relationships and trust car dealers who focus on building a long‐term relationship, not just making a sale.

Every dealership should strive to be identified as a dealership that women trust, since providing superior service to its women customers means that same level of service to all of customers.

*SOURCE: http://www.census.gov/compendia/statab/2012/tables/12s1337.pdf.