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.

Selling cars to women takes a confident equipped sales person with a high level of communication skills, personal engagement and EQ. Women visit 30% more dealerships and may take a longer time in the shopping funnel than men. Patience is another key aspect to making a sale. Understanding when to stop pitching ideas and pull back is extremely important. Going overboard can be perceived as annoying or assertive an end up being a deal-breaker.

Surefire Signs of Overselling
Here are some signs of overselling. These show shoppers may be changing their minds and no longer interested. Paying attention to these can help your sales team pull back when they start overselling without realizing it.

1. Shopper becomes Distracted - When customers get busy with their phones while having a conversation with their salesperson, this is an indication that Facebook, Pinterest or Instagram are winning. It shows the potential buyer is losing interest and could leave soon if their interests or needs are not piqued.

2. Unease in Body Language - Body language, like averting eye contact and fidgeting, can be signs that are not hard to miss. These body movements show that customers are tired of listening to the pitch. They may believe their salesperson is trying to assert his/her personal opinion on them regardless of understanding what it is they want. This can cause frustration.

3. Moving Away From Salesperson - When women shoppers begin to move away, it shows the salesperson might have overdone it. This is the time to stop focusing on techniques and check in by asking them questions on their interest.

Did You Know?

One of the main reasons women go to more dealerships is NOT price. Rather, it’s because they want to get their buying experience “right”. If that initial engagement doesn’t go as well as they want, they will leave your dealership and go elsewhere. The sale and residual revenue have been lost forever. What’s the cost of your cumulative lost sales due to poor first engagement?

Tips to Avoid Overselling
1. Understanding what women buyers want and need is the key. Instead of pitching ideas right from the beginning, provide a space for women to express themselves. Ask questions and then ask some more. This is the best way to learn what their car buying needs are. It also provides a great opening to get related, so there is a connection; women buy when there is trust and respect provided. Listen to them first and then pitch ideas.

2. Friendly sales people are easier to talk to and women feel more comfortable around them. They find friendly salespersons more likeable. Our research shows that likeability is one of the top factors that help close a deal.

Selling cars to women takes a confident equipped sales person with a high level of communication skills, personal engagement and EQ. Women visit 30% more dealerships and may take a longer time in the shopping funnel than men. Patience is another key aspect to making a sale. Understanding when to stop pitching ideas and pull back is extremely important. Going overboard can be perceived as annoying or assertive an end up being a deal-breaker.

Surefire Signs of Overselling
Here are some signs of overselling. These show shoppers may be changing their minds and no longer interested. Paying attention to these can help your sales team pull back when they start overselling without realizing it.

1. Shopper becomes Distracted - When customers get busy with their phones while having a conversation with their salesperson, this is an indication that Facebook, Pinterest or Instagram are winning. It shows the potential buyer is losing interest and could leave soon if their interests or needs are not piqued.

2. Unease in Body Language - Body language, like averting eye contact and fidgeting, can be signs that are not hard to miss. These body movements show that customers are tired of listening to the pitch. They may believe their salesperson is trying to assert his/her personal opinion on them regardless of understanding what it is they want. This can cause frustration.

3. Moving Away From Salesperson - When women shoppers begin to move away, it shows the salesperson might have overdone it. This is the time to stop focusing on techniques and check in by asking them questions on their interest.

Did You Know?

One of the main reasons women go to more dealerships is NOT price. Rather, it’s because they want to get their buying experience “right”. If that initial engagement doesn’t go as well as they want, they will leave your dealership and go elsewhere. The sale and residual revenue have been lost forever. What’s the cost of your cumulative lost sales due to poor first engagement?

Tips to Avoid Overselling
1. Understanding what women buyers want and need is the key. Instead of pitching ideas right from the beginning, provide a space for women to express themselves. Ask questions and then ask some more. This is the best way to learn what their car buying needs are. It also provides a great opening to get related, so there is a connection; women buy when there is trust and respect provided. Listen to them first and then pitch ideas.

2. Friendly sales people are easier to talk to and women feel more comfortable around them. They find friendly salespersons more likeable. Our research shows that likeability is one of the top factors that help close a deal.

The Good News? Women account for 50% of car purchases, and influence more than 80% of the deals.

The Downside? One in three women report feeling apprehensive or overwhelmed when they shop and buy a car. Only 38% of women feel confident about the process.

Women have different buying criteria and behaviors than men. Women rank trust and respect at the top of their list when it comes to choosing a sales advisor and are 50% more likely to read dealer reviews. They prefer to read reviews written by her peers.

Reading dealer reviews, bringing someone with her to the dealership --- these actions show women are seeking ways to be confident about their purchase. Here are tips to boost women’s confidence and impact your sales revenue:

1. Convey trust and respect. At the core of building trust and respect is the ability to listen and respond to what a woman is saying. Listen, don’t lead, and pursue a goal of truly understanding. After all, she is in your store and she is there for a reason, even if she isn’t purchasing today.

2. Support the decision making process. When it's time to buy, just 1 in 10 women know exactly which one they want. What this means is she has a list of needs and desires in a car, and wants to find the best fit for that list. This isn’t indecision, it is a smart and more open way to shop. A savvy sales advisor will create a “decision tree” that helps reduce the list of cars to the best choice. Following a logical decision-making process will help a woman feel she bought the right car.

3. Create a powerful evidence-driven reputation digital-to-showroom story. Encouraged happy female clients. Why? Their scores rate higher than men, and they acknowledge their dealership and sales person with rave posts. Use your reviews and reputation in your advertising so this buying segment puts you at the top of the list.

What’s in it for Your Dealership?
A confident, delighted buyer who has written a positive review of her experience can influence countless others to follow her lead. When that buyer decides to purchase or lease again, the loyalty created during her engagement with your dealership will bring her back.

The Good News? Women account for 50% of car purchases, and influence more than 80% of the deals.

The Downside? One in three women report feeling apprehensive or overwhelmed when they shop and buy a car. Only 38% of women feel confident about the process.

Women have different buying criteria and behaviors than men. Women rank trust and respect at the top of their list when it comes to choosing a sales advisor and are 50% more likely to read dealer reviews. They prefer to read reviews written by her peers.

Reading dealer reviews, bringing someone with her to the dealership --- these actions show women are seeking ways to be confident about their purchase. Here are tips to boost women’s confidence and impact your sales revenue:

1. Convey trust and respect. At the core of building trust and respect is the ability to listen and respond to what a woman is saying. Listen, don’t lead, and pursue a goal of truly understanding. After all, she is in your store and she is there for a reason, even if she isn’t purchasing today.

2. Support the decision making process. When it's time to buy, just 1 in 10 women know exactly which one they want. What this means is she has a list of needs and desires in a car, and wants to find the best fit for that list. This isn’t indecision, it is a smart and more open way to shop. A savvy sales advisor will create a “decision tree” that helps reduce the list of cars to the best choice. Following a logical decision-making process will help a woman feel she bought the right car.

3. Create a powerful evidence-driven reputation digital-to-showroom story. Encouraged happy female clients. Why? Their scores rate higher than men, and they acknowledge their dealership and sales person with rave posts. Use your reviews and reputation in your advertising so this buying segment puts you at the top of the list.

What’s in it for Your Dealership?
A confident, delighted buyer who has written a positive review of her experience can influence countless others to follow her lead. When that buyer decides to purchase or lease again, the loyalty created during her engagement with your dealership will bring her back.

It’s Officially the Women Buyers Era...

OEM’s are increasing their advertising towards this powerful buying segment. Smart dealerships are too. Women bought an estimated 13 million cars at new car dealerships last year; an estimated 35,000 vehicles a day.

How many female “up’s” are converting to buyers at your store? If you aren’t tracking that number yet, we suggest you start accounting for sales by gender. The upside of your gross profit potential is tied to this.

The 2015 US Women’s Car Dealership Report, compiled after 3,450 women’s car dealer ratings and reviews, showcases the top car brands as rated by women when purchasing. Each brand’s WSI® or Women Satisfaction Index is derived by taking the aggregate of all the dealer’s scores from that brand’s reviews on the site ranging from a 5.0 (highest) to 1.0 (lowest).

The average WSI® for purchasing was 4.73, up from up from 4.65 last year. The top ten rated brands are Mercedes-Benz (also held the #1 spot in 2014), Lincoln, Dodge, Jeep, Chrysler, Volkswagen, Lexus, Chevrolet, Ford and Volvo. They were followed by Audi, Toyota, Hyundai, Subaru, and Nissan brands.

Did You Know?

One in 3 women buyers describes being “apprehensive”, “nervous” or “overwhelmed” at a dealership when buying. Another 13.4% say they feel “intimidated” or “frustrated”. In this hyper-competitive market, what is your dealership doing to combat this? Do you offer a hassle-free, seamless experience?

You’ve heard it before: women have a different set of needs and expectations when buying a car. Yet, it’s a pretty straightforward equation. Car manufactures and dealerships that focus on treating women well by engaging and respecting them in a trustworthy manner throughout the purchase process are positioning themselves exceptionally to capture future business. It is not the luck of the draw; these businesses have processes and training in place to optimize the customer visit. More importantly, the execution of that training is being fulfilled.

Certified Dealers Rate Higher

While the overall WSI® score was 4.73, there is a distinct difference in the dealerships’ reviews and scores.

• Certified Women-Drivers Friendly® Dealers have a 4.85 WSI® or 97.0%
• Non-Certified Dealers have a 4.48 WSI® or 89.6%

There is a tremendous upside for dealers to become Certified and distinguish their business to women+families. These numbers indicate a correlation between Certification, higher CSI and increased sales and profits.

HOW DO I BECOME A CERTIFIED DEALER?

Click here to find out!

It’s Officially the Women Buyers Era...

OEM’s are increasing their advertising towards this powerful buying segment. Smart dealerships are too. Women bought an estimated 13 million cars at new car dealerships last year; an estimated 35,000 vehicles a day.

How many female “up’s” are converting to buyers at your store? If you aren’t tracking that number yet, we suggest you start accounting for sales by gender. The upside of your gross profit potential is tied to this.

The 2015 US Women’s Car Dealership Report, compiled after 3,450 women’s car dealer ratings and reviews, showcases the top car brands as rated by women when purchasing. Each brand’s WSI® or Women Satisfaction Index is derived by taking the aggregate of all the dealer’s scores from that brand’s reviews on the site ranging from a 5.0 (highest) to 1.0 (lowest).

The average WSI® for purchasing was 4.73, up from up from 4.65 last year. The top ten rated brands are Mercedes-Benz (also held the #1 spot in 2014), Lincoln, Dodge, Jeep, Chrysler, Volkswagen, Lexus, Chevrolet, Ford and Volvo. They were followed by Audi, Toyota, Hyundai, Subaru, and Nissan brands.

Did You Know?

One in 3 women buyers describes being “apprehensive”, “nervous” or “overwhelmed” at a dealership when buying. Another 13.4% say they feel “intimidated” or “frustrated”. In this hyper-competitive market, what is your dealership doing to combat this? Do you offer a hassle-free, seamless experience?

You’ve heard it before: women have a different set of needs and expectations when buying a car. Yet, it’s a pretty straightforward equation. Car manufactures and dealerships that focus on treating women well by engaging and respecting them in a trustworthy manner throughout the purchase process are positioning themselves exceptionally to capture future business. It is not the luck of the draw; these businesses have processes and training in place to optimize the customer visit. More importantly, the execution of that training is being fulfilled.

Certified Dealers Rate Higher

While the overall WSI® score was 4.73, there is a distinct difference in the dealerships’ reviews and scores.

• Certified Women-Drivers Friendly® Dealers have a 4.85 WSI® or 97.0%
• Non-Certified Dealers have a 4.48 WSI® or 89.6%

There is a tremendous upside for dealers to become Certified and distinguish their business to women+families. These numbers indicate a correlation between Certification, higher CSI and increased sales and profits.

HOW DO I BECOME A CERTIFIED DEALER?

Click here to find out!

Our company has published it’s second annual report which showcases women are having empowering experiences at progressive car dealerships in the United States.

Women are responsible for buying over 13 million cars at new car dealerships; that’s an impressive 36,000 vehicles a day. Dealerships have to literally change gears, advertising, amenities and their sales strategies to attract this powerful buying force. “It’s a very competitive industry” shares Women-Drivers.com President, Anne Fleming. “Women know they can buy a car anywhere in their respective city. It’s in dealer’s best interest to strategize and market to women. However, it takes more than just having a family female spokesperson.”

The research in the 2015 US Women’s Car Dealership Report comes from over 3,450 women’s surveys from the company’s website. From these surveys, the company generates a Women Satisfaction Index® or WSI score. The range is from a 5.0 (the highest) to 1.0 (the lowest).

Unlike other 5-star review sites, Women-Drivers.com offers women the opportunity to write a quick review and then opt-in to a ‘deeper dive’ survey to share more thoroughly about their dealership visit. Over 90% of the reviewers opt-in to the twenty-five question survey.

Fleming goes on to share, “In the past, women haven’t been asked for any real feedback by the industry, with the exception of the dutiful CSI. Through our platform, women are empowered by the opportunity to share their voice and provide productive opinions. Generally, these buyers are having more than “satisfied” visits at car dealerships; they are truly delighted by the respectful and trustworthy manners of their sales advisors. In turn, when asked to write a review, they are generous.”

Dealership groups and manufacturers use the data collected by the company to better understand, improve and shape the customer’s experience. From the analytics, trends and predictive patterns are captured to help take the guesswork out of marketing to women.

Key Findings

• When shopping for a vehicle, the overall WSI was 4.37, up from 4.25 last year. The top five rated shopping brands by women are Volkswagen, Ford, Chevrolet, Jeep, and Buick.
• When purchasing a vehicle, the overall WSI was 4.73, up from 4.65 last year. The top five rated purchasing brands by women are Mercedes-Benz (also held the #1 spot in 2014), Lincoln, Dodge, Jeep and Chrysler.

Our company has published it’s second annual report which showcases women are having empowering experiences at progressive car dealerships in the United States.

Women are responsible for buying over 13 million cars at new car dealerships; that’s an impressive 36,000 vehicles a day. Dealerships have to literally change gears, advertising, amenities and their sales strategies to attract this powerful buying force. “It’s a very competitive industry” shares Women-Drivers.com President, Anne Fleming. “Women know they can buy a car anywhere in their respective city. It’s in dealer’s best interest to strategize and market to women. However, it takes more than just having a family female spokesperson.”

The research in the 2015 US Women’s Car Dealership Report comes from over 3,450 women’s surveys from the company’s website. From these surveys, the company generates a Women Satisfaction Index® or WSI score. The range is from a 5.0 (the highest) to 1.0 (the lowest).

Unlike other 5-star review sites, Women-Drivers.com offers women the opportunity to write a quick review and then opt-in to a ‘deeper dive’ survey to share more thoroughly about their dealership visit. Over 90% of the reviewers opt-in to the twenty-five question survey.

Fleming goes on to share, “In the past, women haven’t been asked for any real feedback by the industry, with the exception of the dutiful CSI. Through our platform, women are empowered by the opportunity to share their voice and provide productive opinions. Generally, these buyers are having more than “satisfied” visits at car dealerships; they are truly delighted by the respectful and trustworthy manners of their sales advisors. In turn, when asked to write a review, they are generous.”

Dealership groups and manufacturers use the data collected by the company to better understand, improve and shape the customer’s experience. From the analytics, trends and predictive patterns are captured to help take the guesswork out of marketing to women.

Key Findings

• When shopping for a vehicle, the overall WSI was 4.37, up from 4.25 last year. The top five rated shopping brands by women are Volkswagen, Ford, Chevrolet, Jeep, and Buick.
• When purchasing a vehicle, the overall WSI was 4.73, up from 4.65 last year. The top five rated purchasing brands by women are Mercedes-Benz (also held the #1 spot in 2014), Lincoln, Dodge, Jeep and Chrysler.

With this Women’s Wednesday we will focus on the Service Drive at your store.

Women buy a car about once every 6-7 years, but they visit the service lane several times a year. The good news? This is where on-going loyalty is developed. The not-so-great news is that 42% of women report they no longer go to the service department where they purchased their vehicle. And, you will never know it is their LAST visit, because they may smile, pay the bill, and never say a word, even though they have made up their mind not to return. As the Big Data Authority on women's dealership experiences, the top 6 reasons are:

1. Not satisfied with the experience
2. Did not like the way they were treated
3. Inability to get the problem fixed to their satisfaction
4. Cost to service the repair
5. Hours + Location not convenient
6. Lack of concierge services

DID YOU KNOW?

While 79% of women would recommend the service department to friends and family, less than two-thirds report not receiving follow up communication. Are you and your web provider optimizing platforms to provide educational tips and stay connected with your customers, post visit? Stay in touch by being her trusted advisor 365/24/7 – not just the 3 days a year she is in your store. How? Visit here.

Increase loyalty by paying attention to the little things, like:

1. Provide Ultimate Respect: Provide respect+treat women graciously every single visit. This builds rapport, trust and loyalty.
2. Key Concierge Services: The #1 requested concierge item from women is a courtesy car. This shows you understand the inconvenience when the car is undergoing maintenance and repair overnight. Services like Wi-Fi/TV, café and play area for children also help deliver a quality dealership experience while women+families wait.
3. Best Ear Forward: Your top listeners are the Service Advisors - or, should be. Why? To hear what women are saying and not saying. Your best listener behind the service counter makes female customers more comfortable to ask questions concerning repairs and, when triggered or upset, provides a space to problem solve and get the issue handled and move on.
4. No Threatening CSI “Requests”: Careful about strong-arming your clients with comments that sound intimidating regarding CSI, like: “Leave all 5’s or call us first before submitting”. This can sound completely inauthentic and uneasy to women.

For the Top 2014 Brand as Rated by Women when Servicing their Vehicles, click here.