Women buyers have different reasons than men for choosing where they finalize the deal. Understanding the nuances of women’s buying habits can mean the difference of making a sale or losing it.

It's easy to make the assumption that price is the first priority. Price does matter, but it’s weighed along with more emotional priorities like trust and respect. When women are asked their reasons for purchasing at a particular dealership, price is the #2 factor. The top reason is a positive engagement with the sale associate.

Now, think about your car ads and commercials that run each week. How much focus is on the price? Remember women are buying over half of the cars today and influencing 80% of the deals! Be careful your advertising isn’t too slanted toward sounding like power tools from the home improvement store. Cars and power tools may be perceived the same by men, but women see more nuance in the car deal.

Did You Know?

Women rely on reviews and reputation 50% more than men. Showcase your stellar reputation in commercials so women "get" what a reputable, comfortable and trustworthy place your store is to do business.

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. Be the dealership that attracts women because they can get a great deal 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 deal. Include reviews by women on your website and social media. Provide stories about happy customers. Show women that your service center is professional, fast, and trustworthy and provides amenities that matter to women, like a comfortable place to wait, service hours that respect her time and extras, like a courtesy car.

Have You Downloaded Our FREE Report On Millennial Women Car Buyers?

Today’s news is full of articles about the buying power and habits of the “millennials”, which has an estimated population of 78 million. This Women’s Wednesday is part of a multi-part series we are exploring about women buyers within this segment. Of millennial buyers, 53% are female. Understanding the nuances of selling to this new generation of women can put your dealership in a position to leverage the newest car buyers and truly increase your market share in today’s ever competitive industry.

Our latest study tracked 620 reviewers and sheds light on the similarities and differences between millennial and non-millennial women that will help you create age-specific sales techniques. Both millennial and non-millennial women ranked their satisfaction level with dealerships as very high.

1. While “excited/excitement” is the #1 emotion the buyer felt while shopping for a car, millennials report “relaxed” as being number two, versus “apprehensive” for non-millennials.

Why it Matters and How to Leverage: The newest generation of women reports they are more relaxed and confident when buying a car than previous generations. Why? According to a study by Ameriprise Financial (June 2014), millennial women are more in control of their finances and enjoy making these decisions. Six in ten millennial women (vs. 43% of non-millenial women) reported they learned about finances from their parents.

Additionally, younger women are more comfortable using technology to arm themselves with the information they need to make car buying decisions. Astute sales advisors who understand and respect this confidence will quickly gain the trust of their potential car buyer. A good sales approach is to ask questions, respond truthfully, and guide car shoppers through the remaining information needed to make a decision. Above all, assume these women are smart, and have spent a lot of time learning about what they want. While they may have less experience buying cars than older generations, they have a wealth of information at their fingertips that has not been readily available in the past. They are prepared and fully capable of accessing that information while inside your dealership.

2. “Trustworthiness” and “respect” are ranked #1 and #2 for millennials’ reason to buy from a sales advisor. “Understanding” replaces “knowledgeable” as #3. Millennials visit slightly more dealerships to look for a car.

Why it Matters and How to Leverage: Millennial women hold trust and respect as the top qualities they insist on for a sales advisor. They expect their sales advisor to understand them and what they want in a new car. Many millennials are first time buyers and combined with the knowledge and confidence described above, want to feel they are making a comfortable choice. Trust and respect comes from realizing millennial women have done their homework about what is available to them.

Sales advisors will benefit from listening carefully to what their millennial shopper is saying and provide honest answers to her questions. A prepared buyer doesn’t need help with all of the decisions. Learning to perceive where the grey areas are can help accelerate a sales decision. Be there to help, not coerce. And listen, don’t lead.

Get The Full Millennial Women Buyers Report Now!

Today’s news is full of articles about the buying power and habits of the “millennials”, which has an estimated population of 78 million. This Women’s Wednesday is part of a multi-part series we are exploring about women buyers within this segment. Of millennial buyers, 53% are female. Understanding the nuances of selling to this new generation of women can put your dealership in a position to leverage the newest car buyers and truly increase your market share in today’s ever competitive industry.

Our latest study tracked 620 reviewers and sheds light on the similarities and differences between millennial and non-millennial women that will help you create age-specific sales techniques. Both millennial and non-millennial women ranked their satisfaction level with dealerships as very high.

1. While “excited/excitement” is the #1 emotion the buyer felt while shopping for a car, millennials report “relaxed” as being number two, versus “apprehensive” for non-millennials.

Why it Matters and How to Leverage: The newest generation of women reports they are more relaxed and confident when buying a car than previous generations. Why? According to a study by Ameriprise Financial (June 2014), millennial women are more in control of their finances and enjoy making these decisions. Six in ten millennial women (vs. 43% of non-millenial women) reported they learned about finances from their parents.

Additionally, younger women are more comfortable using technology to arm themselves with the information they need to make car buying decisions. Astute sales advisors who understand and respect this confidence will quickly gain the trust of their potential car buyer. A good sales approach is to ask questions, respond truthfully, and guide car shoppers through the remaining information needed to make a decision. Above all, assume these women are smart, and have spent a lot of time learning about what they want. While they may have less experience buying cars than older generations, they have a wealth of information at their fingertips that has not been readily available in the past. They are prepared and fully capable of accessing that information while inside your dealership.

2. “Trustworthiness” and “respect” are ranked #1 and #2 for millennials’ reason to buy from a sales advisor. “Understanding” replaces “knowledgeable” as #3. Millennials visit slightly more dealerships to look for a car.

Why it Matters and How to Leverage: Millennial women hold trust and respect as the top qualities they insist on for a sales advisor. They expect their sales advisor to understand them and what they want in a new car. Many millennials are first time buyers and combined with the knowledge and confidence described above, want to feel they are making a comfortable choice. Trust and respect comes from realizing millennial women have done their homework about what is available to them.

Sales advisors will benefit from listening carefully to what their millennial shopper is saying and provide honest answers to her questions. A prepared buyer doesn’t need help with all of the decisions. Learning to perceive where the grey areas are can help accelerate a sales decision. Be there to help, not coerce. And listen, don’t lead.

Get The Full Millennial Women Buyers Report Now!

Today’s cars continue to become smarter as they “learn” and adapt to the behaviors of drivers. Cars “listen and learn” about the driver to provide the optimal driving experience.

How can your sales advisors learn to engage, optimize and convert women shoppers into buyers and provide the optimal sales experience? What changes can your dealership make to create an ongoing relationship with this demographic, which is 50% of the national market?

Women shop at 30% more dealerships than men. How do you differentiate yourself beyond all that noise - and create an effective sales process that lasts beyond a car sale?

1. Think emotionally. Emotions matter! Respect and trustworthiness are the top two reasons a woman buys from her sales advisor. While 50% of women are excited about their car purchase, only 30% are confident. Price matters, but emotions carry the day when buying and securing a woman buyer’s satisfaction level.

2. Respect your shopper’s time. Everyone is busy. Your woman shopper may be on her lunch hour or ready to pick up her kids from school shortly. She certainly isn’t window shopping; she is there to accomplish something. If a woman senses you can’t assist her – even if she said “no, I’m just looking” - she will go elsewhere. And, when buying, the average woman spends 3 hours and 20 minutes at a dealership. See where you can save time to make it quicker and more efficient. Be honest, when was the last time you bought a car from your own dealership?

3. Visualize Your Best Dealership. How do you help your sales advisors have the highest possible EQ? How do you see your dealership changing if you proactively educate your sales and service advisors to read your buyer’s emotions? What would happen if you empowered them to adjust to advance a sale? What if your hiring procedures screened for people with high EQs as well as strong sales skills?

Today’s cars continue to become smarter as they “learn” and adapt to the behaviors of drivers. Cars “listen and learn” about the driver to provide the optimal driving experience.

How can your sales advisors learn to engage, optimize and convert women shoppers into buyers and provide the optimal sales experience? What changes can your dealership make to create an ongoing relationship with this demographic, which is 50% of the national market?

Women shop at 30% more dealerships than men. How do you differentiate yourself beyond all that noise - and create an effective sales process that lasts beyond a car sale?

1. Think emotionally. Emotions matter! Respect and trustworthiness are the top two reasons a woman buys from her sales advisor. While 50% of women are excited about their car purchase, only 30% are confident. Price matters, but emotions carry the day when buying and securing a woman buyer’s satisfaction level.

2. Respect your shopper’s time. Everyone is busy. Your woman shopper may be on her lunch hour or ready to pick up her kids from school shortly. She certainly isn’t window shopping; she is there to accomplish something. If a woman senses you can’t assist her – even if she said “no, I’m just looking” - she will go elsewhere. And, when buying, the average woman spends 3 hours and 20 minutes at a dealership. See where you can save time to make it quicker and more efficient. Be honest, when was the last time you bought a car from your own dealership?

3. Visualize Your Best Dealership. How do you help your sales advisors have the highest possible EQ? How do you see your dealership changing if you proactively educate your sales and service advisors to read your buyer’s emotions? What would happen if you empowered them to adjust to advance a sale? What if your hiring procedures screened for people with high EQs as well as strong sales skills?

Women visit 30% more dealerships than men when buying a car. Several factors contribute to this variance. According to KBB, women are twice as likely as men to be undecided about which car they want. Add to this the fact that women are less confident (38%) about car buying than men (58%), and take longer to make a decision; 75 days for women vs. 63 days for men.

The tendency for women to shop at more dealerships, coupled with different buying criteria, can be turned into an advantage for any dealership willing to lean in and take the right steps to meet the needs of this emerging segment of car buyers.

4 Ways to Attract Women to Your Store
Check this out -- 60% of women do not purchase from the dealership brand closest to their home.

1. Women rely on car dealership reviews 50% more than men and they prefer reading reviews written by women. A dealership will benefit from encouraging happy and satisfied women clients to write reviews. This has an additional benefit, because women who are satisfied will leave a higher-scoring review.

2. Nearly one-third of women report their dealer’s website as “unhelpful”. Making sure your website appeals to women will keep them on the site longer and help speed a buying decision. This means knowing and highlighting what matters to women, such as durability, safety and economy, not just MSRP.

3. Women rank respect and trust at the top of the list when it comes to working with a sales advisor. Customer excellence ranks higher in a purchase decision than finding the best price or deal. Creating a comfortable environment that establishes trust and respect makes the difference for sales now and in the future.

4. Women now account for half of car purchases and influence up to 80% of auto buying choices. In a study by University of Michigan’s Transportation Research Institute, women drivers now outnumber male drivers 105.7 million to 104.3. Understanding these statistics and reflecting them in your sales approach and process are important to foster an environment of trust and respect.

Women visit 30% more dealerships than men when buying a car. Several factors contribute to this variance. According to KBB, women are twice as likely as men to be undecided about which car they want. Add to this the fact that women are less confident (38%) about car buying than men (58%), and take longer to make a decision; 75 days for women vs. 63 days for men.

The tendency for women to shop at more dealerships, coupled with different buying criteria, can be turned into an advantage for any dealership willing to lean in and take the right steps to meet the needs of this emerging segment of car buyers.

4 Ways to Attract Women to Your Store
Check this out -- 60% of women do not purchase from the dealership brand closest to their home.

1. Women rely on car dealership reviews 50% more than men and they prefer reading reviews written by women. A dealership will benefit from encouraging happy and satisfied women clients to write reviews. This has an additional benefit, because women who are satisfied will leave a higher-scoring review.

2. Nearly one-third of women report their dealer’s website as “unhelpful”. Making sure your website appeals to women will keep them on the site longer and help speed a buying decision. This means knowing and highlighting what matters to women, such as durability, safety and economy, not just MSRP.

3. Women rank respect and trust at the top of the list when it comes to working with a sales advisor. Customer excellence ranks higher in a purchase decision than finding the best price or deal. Creating a comfortable environment that establishes trust and respect makes the difference for sales now and in the future.

4. Women now account for half of car purchases and influence up to 80% of auto buying choices. In a study by University of Michigan’s Transportation Research Institute, women drivers now outnumber male drivers 105.7 million to 104.3. Understanding these statistics and reflecting them in your sales approach and process are important to foster an environment of trust and respect.

Women are responsible for two-thirds of the vehicles brought in for repair. Dealerships who understand this and seek to deliver the ultimate customer experience will reap the rewards at their service drive.

Offering top-notch car services in this department is critical for retaining women clients, as well as for up-selling a new or leased car to them and their family in the future. For a complete dealership experience, here are 5 key features of a women-friendly service department.

1: More Women: Women make up only 1 out of every 5 employees at auto dealers. Adding more female service advisors makes many of your female (and male) customers more comfortable to ask questions about the repair.

2: Use Technology to Educate: It is essential to adopt modern technologies, instead of just focusing on communicating a repair verbally, especially with women who may be cynical and not trusting about what repair is being recommended.

Use mobile apps, expert illustration content and web based tools to visually explain car repairs with real-time photos and videos, like ClearMechanics.com or others. By presenting hard visual evidence, women will understand repair needs in a quick, clear manner.

3: Comfortable, High Tech Lounge Area and Courtesy Vehicles: Women often wait at the dealerships during repair work. To ensure they feel comfortable and make good use of their waiting time, go beyond just having seats and a TV in the waiting area. Make sure the lounge area has:

• Comfortable seating
• Wi-Fi connectivity
• Play area for kids
• Impeccably clean restrooms
• Coffee, Fruit, Water, Soda

More importantly, provide the #1 requested concierge item from women: a courtesy vehicle if their car is going to be in overnight. What will that afford your dealership? Loyalty from moms, business women, single women, divorced women, widowers, etc., who can now independently get themselves home and don’t have to rely on family or renting a car while their car is being serviced.

Don’t leave this for the luxury brands to offer. Regardless of what flagship brand you sell, market the convenience and ease that your dealership delivers.

4: Expand Hours: NADA DATA reports most service department are open 56 hours a week compared to 80 hours on average for a specialty car repair chain store. To deliver top-notch service, consider expanding servicing hours. Research shows that 3 in 10 households are run by single moms, highlighting how women are juggling work, home and children. Getting to the dealerships 3-4 times a year is not the easiest thing to do during the hours of 9 – 6pm. By offering flex hours, women can bring their car to you and you retain more customers.

5: Don’t Just Hear. Listen. Everyone likes it when they are listened to. Put your best listener in the service drive to hear what women say – and, what they don’t say. This department is critical for maintaining retention. How will you know when 4 in 10 women leave your dealership and DON’T return? An unhappy woman will pay the bill, leave your building, and you will never hear from her again.

By listening to what they have to say, women naturally feel more empowered and relaxed. They know that once they have communicated their opinion to the service provider, they will be served better.

Women are responsible for two-thirds of the vehicles brought in for repair. Dealerships who understand this and seek to deliver the ultimate customer experience will reap the rewards at their service drive.

Offering top-notch car services in this department is critical for retaining women clients, as well as for up-selling a new or leased car to them and their family in the future. For a complete dealership experience, here are 5 key features of a women-friendly service department.

1: More Women: Women make up only 1 out of every 5 employees at auto dealers. Adding more female service advisors makes many of your female (and male) customers more comfortable to ask questions about the repair.

2: Use Technology to Educate: It is essential to adopt modern technologies, instead of just focusing on communicating a repair verbally, especially with women who may be cynical and not trusting about what repair is being recommended.

Use mobile apps, expert illustration content and web based tools to visually explain car repairs with real-time photos and videos, like ClearMechanics.com or others. By presenting hard visual evidence, women will understand repair needs in a quick, clear manner.

3: Comfortable, High Tech Lounge Area and Courtesy Vehicles: Women often wait at the dealerships during repair work. To ensure they feel comfortable and make good use of their waiting time, go beyond just having seats and a TV in the waiting area. Make sure the lounge area has:

• Comfortable seating
• Wi-Fi connectivity
• Play area for kids
• Impeccably clean restrooms
• Coffee, Fruit, Water, Soda

More importantly, provide the #1 requested concierge item from women: a courtesy vehicle if their car is going to be in overnight. What will that afford your dealership? Loyalty from moms, business women, single women, divorced women, widowers, etc., who can now independently get themselves home and don’t have to rely on family or renting a car while their car is being serviced.

Don’t leave this for the luxury brands to offer. Regardless of what flagship brand you sell, market the convenience and ease that your dealership delivers.

4: Expand Hours: NADA DATA reports most service department are open 56 hours a week compared to 80 hours on average for a specialty car repair chain store. To deliver top-notch service, consider expanding servicing hours. Research shows that 3 in 10 households are run by single moms, highlighting how women are juggling work, home and children. Getting to the dealerships 3-4 times a year is not the easiest thing to do during the hours of 9 – 6pm. By offering flex hours, women can bring their car to you and you retain more customers.

5: Don’t Just Hear. Listen. Everyone likes it when they are listened to. Put your best listener in the service drive to hear what women say – and, what they don’t say. This department is critical for maintaining retention. How will you know when 4 in 10 women leave your dealership and DON’T return? An unhappy woman will pay the bill, leave your building, and you will never hear from her again.

By listening to what they have to say, women naturally feel more empowered and relaxed. They know that once they have communicated their opinion to the service provider, they will be served better.

Car advertising is heavily slanted towards price. The buying demographic has shifted to women who now make up more than half of the sales, and influence over 80% of the deals. Today, it makes sense to move advertising to accommodate this powerful market sector.

Did You Know?

When women are asked why they bought a car at a particular dealership, the “Sales Advisor” was the #1 reason. “Price” and “Dealership Reputation” tie for second place.

All customers want the “best” deal possible and women are no exception. In fact, 7 of 10 women report that price is a top factor in purchasing a particular vehicle.1

What Does this Mean for Your Dealership?

It means that applying “softer and smarter” factors can improve the overall messaging effectiveness in traditional TV, radio and print advertising. Improved effectiveness increases reach, and provides more advertising dollar value. Let’s take a closer look:

Idea #1: Ensure your advertising conveys reputation, trust and respect. Reviews and scores are subtle forms of advertising that are ongoing, persistent and pervasive. Frankly, they create an evidence-driven reputation. Numbers speak louder than words. Emphasize your dealership’s rankings and how you compare with others in your brand category and geographic area. Consider using:

• Customer Testimonials: Authentic and local testimonials will personalize your advertising and convey a customer-centric approach.
• Reviews, especially reviews from women. Women are 50% more likely than men to read reviews, and prefer reviews written by women.
• Statistics to convey reputation, e.g., “#1 in customer satisfaction” from reputable sources.
• Positive words that convey a high level of service: happy, comfortable, delighted, pleasant.
• Supportive Digital content. Make sure your web site conveys inclusion, with women as an identifiable demographic. Showcase reviews on your home page.

Idea #2: Supplement competitive pricing with specifics that speak to women. Show women (happy women) in your ads. Include a broad demographic. Photos speak volumes and convey emotions. Remember, 50% of car buyers are women; and 53% of millennial buyers are women.

Idea #3: Show that your dealership is more than a showroom full of cars. Be sure your advertising includes:

• Showcasing your service center. Mention courtesy vehicles, and any other amenities that show the value you place on customer loyalty and an ongoing business relationship. Ensure your advertising promotes the message “when you buy from us, you receive a good price, PLUS you receive great service.” Describe what “that great service is.”

Putting these ideas into practice
Using these ideas can mean a fresh conversation with your creative agency. Let them know what you want to convey as you reach out to women buyers. A comprehensive advertising program is the best way to start the process of customer engagement. Including and targeting your most powerful buying segment will increase your overall advertising success, provide more value from your budget, and drive more dollars to your dealership’s bottom line.