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.

Did you know that last year, women purchased an estimated 27 million vehicles? That is the equivalent of 75,000 cars a day at new and used car dealerships. Women are now the fastest growing segment of vehicle buyers and car dealerships are taking notice. To that end, there is much more flexibility when buying a car more than ever!

It seems that women are still more reluctant than men when it comes to the advantages of leasing a car. With the car industry back on its feet after the recession, leasing is at a high of 28% of all new car purchases.

This educational article from Women-Drivers.com offers insights into some “traditional” objections as well as provides a more updated, informed perspective on leasing and its benefits for anyone considering going to the dealership soon. (And, for those that believe ‘buying a car outright’ is the only way to go, consider that over one-third of car purchases today are leased for 72 months. Just because you buy a car does not mean you own your car. You only “own” your car, when the title is in your hand, i.e. the loan is paid off.)

Marlena McCoy, Sales Manager at Moon Honda, a Women-Drivers.com Certified Women-Friendly Dealer, shares her thoughts about leasing “Leasing is just another way to pay for a car, a less expensive way. With little or no money down, you can have an affordable payment, a warranty, free inspections, free car washes, and so much more! Why not pay less and get more.”

Below are the most common objections:

1) “The idea of ownership is important to me.”

Cars depreciate and then have service repairs and costs. Most women who lease don’t pay for brakes or tires because they don’t keep the car long enough to wear them out. If you finance a car for five years or more, it will most certainly need tires and brakes plus other repairs; budget $1,000 a year on maintenance.

2) “I have little or no ownership equity in the leased car.”

The trade-off for a lower or manageable monthly lease payment is that there is no trade-in value. It is fairly common that the market value of a vehicle at lease-end is higher than the purchase option price specified in the lease contract — which means there is some equity trade value there.

3) ”I don’t understand how leases work, and I’m afraid of getting ripped off.”

Dealerships – and their sales advisors – are conscientious and will take the time and effort to help you understand the leasing process and the intricacies of the contract.

These contracts can be complex and difficult to understand, so a dealership’s F&I manager should encourage customers to take their time and read the fine print. Leasing is not as complicated as it was years ago nor is it limited to just luxury brands.

4) “I don’t understand the leasing lingo. I don’t know what cap cost is or what comparison pricing means.”

Again, dealers will explain exactly what these terms mean – and in ways you will understand. Dealers who skim over these terms do a real disservice to a buyer and compromise any future dealings they may have with the dealership.

5) “I don’t want to be making car payments forever. I’d rather pay the car off early and have several years without a car payment.”

While you may not have a payment anymore, you will still be spending more in repairs to keep an older car on the road, with fewer safety features than newer cars, and more likely to break down. Your dealer can show how a lease provides a safe, more reliable car at all times, not just when the car is new, and a car protected by manufacturer warranty and with few repair bills.

6) “My car payments will be higher.”

Not true. Depending on a number of factors, monthly lease payments are considerably lower than a purchase loan for the same car and same term today.

7) “I’m worried about any early termination costs. What if I lose my job?”

To break a car lease means breaking a contract, can result in tremendous fees, as well as negatively impact one’s credit rating. Dealers can help customers find other buyers to assume the remainder of their lease, which would take them off the hook, while gaining a powerfully loyal customer. Such transfers are now made possible by companies like Swapalease.com or Leasetrader.com who help car lease owners find people interested in taking over the payments. The fees for both buyer and seller are reasonable, and save the seller from the early termination costs which could amount to thousands of dollars.

8) “I am concerned with excessive mileage charges.”

If a car buyer exceeds the mileage allowance in her lease contract, she will be charged for the extra miles at a specified per-mile rate, usually $0.20 per mile. Your dealer can help you reduce your exposure if you “buy” the extra miles you expect to drive at the time of lease signing. If you choose this option, you will be refunded for any unused miles.

9) “I am worried about excessive wear-and-tear charges, especially with the children and multiple drivers.”

If a buyer returns a leased vehicle at lease-end with dents or scratches, she will be charged. Dealers can explain what is “excessive” so that she knows to get the car repaired before she returns and avoid being charged. Also, it is best to clean the car or have it detailed for the best evaluation.

McCoy further explains,” You may have never leased before, you may not understand leasing, or you might just say that you would never lease a car. No one likes to go car shopping. No one likes to deal with the “typical car salesman”. I am not that “typical salesman”. I treat customers the way I would want to be treated — really. It’s important to be completely informed on all aspects of the car transaction – and that most definitely includes leasing!”

Did you know that last year, women purchased an estimated 27 million vehicles? That is the equivalent of 75,000 cars a day at new and used car dealerships. Women are now the fastest growing segment of vehicle buyers and car dealerships are taking notice. To that end, there is much more flexibility when buying a car more than ever!

It seems that women are still more reluctant than men when it comes to the advantages of leasing a car. With the car industry back on its feet after the recession, leasing is at a high of 28% of all new car purchases.

This educational article from Women-Drivers.com offers insights into some “traditional” objections as well as provides a more updated, informed perspective on leasing and its benefits for anyone considering going to the dealership soon. (And, for those that believe ‘buying a car outright’ is the only way to go, consider that over one-third of car purchases today are leased for 72 months. Just because you buy a car does not mean you own your car. You only “own” your car, when the title is in your hand, i.e. the loan is paid off.)

Marlena McCoy, Sales Manager at Moon Honda, a Women-Drivers.com Certified Women-Friendly Dealer, shares her thoughts about leasing “Leasing is just another way to pay for a car, a less expensive way. With little or no money down, you can have an affordable payment, a warranty, free inspections, free car washes, and so much more! Why not pay less and get more.”

Below are the most common objections:

1) “The idea of ownership is important to me.”

Cars depreciate and then have service repairs and costs. Most women who lease don’t pay for brakes or tires because they don’t keep the car long enough to wear them out. If you finance a car for five years or more, it will most certainly need tires and brakes plus other repairs; budget $1,000 a year on maintenance.

2) “I have little or no ownership equity in the leased car.”

The trade-off for a lower or manageable monthly lease payment is that there is no trade-in value. It is fairly common that the market value of a vehicle at lease-end is higher than the purchase option price specified in the lease contract — which means there is some equity trade value there.

3) ”I don’t understand how leases work, and I’m afraid of getting ripped off.”

Dealerships – and their sales advisors – are conscientious and will take the time and effort to help you understand the leasing process and the intricacies of the contract.

These contracts can be complex and difficult to understand, so a dealership’s F&I manager should encourage customers to take their time and read the fine print. Leasing is not as complicated as it was years ago nor is it limited to just luxury brands.

4) “I don’t understand the leasing lingo. I don’t know what cap cost is or what comparison pricing means.”

Again, dealers will explain exactly what these terms mean – and in ways you will understand. Dealers who skim over these terms do a real disservice to a buyer and compromise any future dealings they may have with the dealership.

5) “I don’t want to be making car payments forever. I’d rather pay the car off early and have several years without a car payment.”

While you may not have a payment anymore, you will still be spending more in repairs to keep an older car on the road, with fewer safety features than newer cars, and more likely to break down. Your dealer can show how a lease provides a safe, more reliable car at all times, not just when the car is new, and a car protected by manufacturer warranty and with few repair bills.

6) “My car payments will be higher.”

Not true. Depending on a number of factors, monthly lease payments are considerably lower than a purchase loan for the same car and same term today.

7) “I’m worried about any early termination costs. What if I lose my job?”

To break a car lease means breaking a contract, can result in tremendous fees, as well as negatively impact one’s credit rating. Dealers can help customers find other buyers to assume the remainder of their lease, which would take them off the hook, while gaining a powerfully loyal customer. Such transfers are now made possible by companies like Swapalease.com or Leasetrader.com who help car lease owners find people interested in taking over the payments. The fees for both buyer and seller are reasonable, and save the seller from the early termination costs which could amount to thousands of dollars.

8) “I am concerned with excessive mileage charges.”

If a car buyer exceeds the mileage allowance in her lease contract, she will be charged for the extra miles at a specified per-mile rate, usually $0.20 per mile. Your dealer can help you reduce your exposure if you “buy” the extra miles you expect to drive at the time of lease signing. If you choose this option, you will be refunded for any unused miles.

9) “I am worried about excessive wear-and-tear charges, especially with the children and multiple drivers.”

If a buyer returns a leased vehicle at lease-end with dents or scratches, she will be charged. Dealers can explain what is “excessive” so that she knows to get the car repaired before she returns and avoid being charged. Also, it is best to clean the car or have it detailed for the best evaluation.

McCoy further explains,” You may have never leased before, you may not understand leasing, or you might just say that you would never lease a car. No one likes to go car shopping. No one likes to deal with the “typical car salesman”. I am not that “typical salesman”. I treat customers the way I would want to be treated — really. It’s important to be completely informed on all aspects of the car transaction – and that most definitely includes leasing!”

Apple’s recent announcement of CarPlay which will integrate the iPhone, Apple maps and Siri into the car dashboard, is a move meant to compete directly with Google’s Open Automotive Alliance (OAA), and Microsoft’s Sync platform. This means big changes are in store for how shoppers driving, commuting and traveling by car will find and learn about your business.

The fast moving map space plus local-search is attractive areas for innovation for software developers. One of the more interesting innovators taking advantage of the mobile trend is YILLIO which takes maps and local search to the next step by offering a patented ‘route-based’ search.

Launched in January, users using YILLIO are able to search for businesses, information and value along their entire route, may it be 10 miles ahead or 150 miles ahead. See our article: Don’t Just Go…… YiLLiO!

What’s cool for your biz is it aims to give users the right information; at the right time, by looking at signals such as where the user is located, their daily habits, their preferences, where they’re going (via their routes), and what they want to do when they get there.

See YILLIO’s user experience video: http://www.youtube.com/watch?v=z2igf9WOazo

For brick-and-mortar businesses, YILLIO’s innovation improves marketing relevancy and efficiency. See the short video which explains YILLIO’s route-based search and marketing platform: http://www.youtube.com/watch?v=noJ4UE7b7AM

Is route-based marketing and advertising the next mobile innovation? We think there is value in this for you.

Apple’s recent announcement of CarPlay which will integrate the iPhone, Apple maps and Siri into the car dashboard, is a move meant to compete directly with Google’s Open Automotive Alliance (OAA), and Microsoft’s Sync platform. This means big changes are in store for how shoppers driving, commuting and traveling by car will find and learn about your business.

The fast moving map space plus local-search is attractive areas for innovation for software developers. One of the more interesting innovators taking advantage of the mobile trend is YILLIO which takes maps and local search to the next step by offering a patented ‘route-based’ search.

Launched in January, users using YILLIO are able to search for businesses, information and value along their entire route, may it be 10 miles ahead or 150 miles ahead. See our article: Don’t Just Go…… YiLLiO!

What’s cool for your biz is it aims to give users the right information; at the right time, by looking at signals such as where the user is located, their daily habits, their preferences, where they’re going (via their routes), and what they want to do when they get there.

See YILLIO’s user experience video: http://www.youtube.com/watch?v=z2igf9WOazo

For brick-and-mortar businesses, YILLIO’s innovation improves marketing relevancy and efficiency. See the short video which explains YILLIO’s route-based search and marketing platform: http://www.youtube.com/watch?v=noJ4UE7b7AM

Is route-based marketing and advertising the next mobile innovation? We think there is value in this for you.

Welcome to Women’s Wednesday!

Dealers who “get it” know that the key distinction in optimizing sales to women is having exceptional sales advisors who offer exceptional service. But what does that really look like?

Women tell us directly through our car dealer review platform what works for them when interacting with a sales agent. Below are their top 5 reasons for buying a car from them:

1. Trust 52.3%
2. Being Respectful 52.1%
3. Likeable 47.8%
4. Knowledgeable 45.6%
5. Understanding 40.6%

These percentages add up to more than 100% because reviewers can submit multiple answers.

NOTE: Coming in at 34% was the ‘price of the vehicle’. It is important, but ranks 6th overall. Clearly, connection and relationship are pivotal, outranking price.

1. Trust: Women buy from those they trust. It’s essential to build trust – that rapport can take just a matter of minutes to create. The best way to build trust is to provide valuable and relevant information, quality guidance and advice. Be honest and never try to make a forceful sale because that is a complete turn off.
2. Being Respectful: How women are treated matters. In fact, it’s the only thing that matters. Without respect, nothing else gets too close to a purchase.
3. Knowledgeable: Women buy from those who are knowledgeable and informative. Since they may not have purchased a vehicle in a number of years and technology has changed dramatically, they want to be provided with complete and comprehensive information.
4. Likeable: Likeability is definitely a trump card. Studies show that women buy from sales advisors who are likeable and friendly. It is easy to talk to a friendly person rather than someone who is dismissive or doesn’t listen well. Maybe even lightens thing up during a stressful purchase with a smile or a joke.
5. Understanding: Being understanding is vital to meeting a buyer’s expectations. Women buy from those who are concerned and empathetic rather than pushing their own opinions or ‘spiffs/bonuses” on them. Successful sales ambassadors listen to women needs and wants. They are also extremely cooperative and patient.

Want more information on this all important topic, Click here to read.

Want to Sell More Cars and Distinguish your Dealership to Women? .

Did you receive a Free copy of the 2014 Women’s Car Buying Report? Click here to download.

Welcome to Women’s Wednesday!

Dealers who “get it” know that the key distinction in optimizing sales to women is having exceptional sales advisors who offer exceptional service. But what does that really look like?

Women tell us directly through our car dealer review platform what works for them when interacting with a sales agent. Below are their top 5 reasons for buying a car from them:

1. Trust 52.3%
2. Being Respectful 52.1%
3. Likeable 47.8%
4. Knowledgeable 45.6%
5. Understanding 40.6%

These percentages add up to more than 100% because reviewers can submit multiple answers.

NOTE: Coming in at 34% was the ‘price of the vehicle’. It is important, but ranks 6th overall. Clearly, connection and relationship are pivotal, outranking price.

1. Trust: Women buy from those they trust. It’s essential to build trust – that rapport can take just a matter of minutes to create. The best way to build trust is to provide valuable and relevant information, quality guidance and advice. Be honest and never try to make a forceful sale because that is a complete turn off.
2. Being Respectful: How women are treated matters. In fact, it’s the only thing that matters. Without respect, nothing else gets too close to a purchase.
3. Knowledgeable: Women buy from those who are knowledgeable and informative. Since they may not have purchased a vehicle in a number of years and technology has changed dramatically, they want to be provided with complete and comprehensive information.
4. Likeable: Likeability is definitely a trump card. Studies show that women buy from sales advisors who are likeable and friendly. It is easy to talk to a friendly person rather than someone who is dismissive or doesn’t listen well. Maybe even lightens thing up during a stressful purchase with a smile or a joke.
5. Understanding: Being understanding is vital to meeting a buyer’s expectations. Women buy from those who are concerned and empathetic rather than pushing their own opinions or ‘spiffs/bonuses” on them. Successful sales ambassadors listen to women needs and wants. They are also extremely cooperative and patient.

Want more information on this all important topic, Click here to read.

Want to Sell More Cars and Distinguish your Dealership to Women? .

Did you receive a Free copy of the 2014 Women’s Car Buying Report? Click here to download.

Whether it’s the film industry or the auto industry, the shift in lead roles is hard to miss. The 2014 Oscars that took place a couple of weeks ago was truly a revelation of the changing gender role trends in films. More than one film nomination had strong female leads, enjoying almost all the air time as opposed to their male roles.

In the Oscar nominated film “Gravity,” Sandra Bullock played the lead role while George Clooney played the supporting role. According to an article in the New York Times, Ms. Bullock occupied almost 87 percent of the film’s running time and was the life of the film. This was an industry first and did not go unnoticed.

Women taking over lead roles is a step towards breaking the “stereotype” and reducing the gender gap. Just like the film industry, the auto industry landscape is also experiencing significant shifts where women are becoming the fastest growing car-buying segment.

Analysis on Professional Women at Dealerships

There remains a tremendous and visible gap in the number of women working in dealerships compared to the number of female buyers. The percentage of women working at dealerships is between 18 percent and 20 percent, while women represent over half of all purchasers.

Yet, many of the women are largely working behind the scenes at car dealerships in business development roles, service, social media, advertising, Internet and office administration. Women in sales roles are fewer in number.

The era when men sold cars to men is over. Today is the genesis of a diverse customer base. How can the needs of these buyers be met, and exceeded?

It’s Time to Mentor & Develop Women Leaders at Car Dealers

Who would have thought that male actors like Clooney would be playing a supporting role while the actress would be the lead? Just like this gender gap is being bridged in film, now is the perfect time for dealerships to implement the same strategy and groom women to be take on leadership roles.

According to CNW Research, of the 17,540 new-car dealers just under 3 percent are women-owned — a significant, grossly disproportionate under-representation.

By having women in leadership and executive positions at car dealerships, it will open up options for buyers to have more choice. In 2010, CNW Research found that when asked, 47 percent of women car shoppers would prefer to do business with women dealers — a huge upside for female-run businesses.

This leads to the bold question: Who will take on recruiting, training and developing women to become GSM’s, board members and dealer principals?

Whether it’s the film industry or the auto industry, the shift in lead roles is hard to miss. The 2014 Oscars that took place a couple of weeks ago was truly a revelation of the changing gender role trends in films. More than one film nomination had strong female leads, enjoying almost all the air time as opposed to their male roles.

In the Oscar nominated film “Gravity,” Sandra Bullock played the lead role while George Clooney played the supporting role. According to an article in the New York Times, Ms. Bullock occupied almost 87 percent of the film’s running time and was the life of the film. This was an industry first and did not go unnoticed.

Women taking over lead roles is a step towards breaking the “stereotype” and reducing the gender gap. Just like the film industry, the auto industry landscape is also experiencing significant shifts where women are becoming the fastest growing car-buying segment.

Analysis on Professional Women at Dealerships

There remains a tremendous and visible gap in the number of women working in dealerships compared to the number of female buyers. The percentage of women working at dealerships is between 18 percent and 20 percent, while women represent over half of all purchasers.

Yet, many of the women are largely working behind the scenes at car dealerships in business development roles, service, social media, advertising, Internet and office administration. Women in sales roles are fewer in number.

The era when men sold cars to men is over. Today is the genesis of a diverse customer base. How can the needs of these buyers be met, and exceeded?

It’s Time to Mentor & Develop Women Leaders at Car Dealers

Who would have thought that male actors like Clooney would be playing a supporting role while the actress would be the lead? Just like this gender gap is being bridged in film, now is the perfect time for dealerships to implement the same strategy and groom women to be take on leadership roles.

According to CNW Research, of the 17,540 new-car dealers just under 3 percent are women-owned — a significant, grossly disproportionate under-representation.

By having women in leadership and executive positions at car dealerships, it will open up options for buyers to have more choice. In 2010, CNW Research found that when asked, 47 percent of women car shoppers would prefer to do business with women dealers — a huge upside for female-run businesses.

This leads to the bold question: Who will take on recruiting, training and developing women to become GSM’s, board members and dealer principals?

Welcome to Women’s Wednesday. When women perceive they are not treated the way they expect at car dealerships, 65% leave and do not return. That’s a lot of business walking out the door and buying down the street. What can your dealership do to turn more browsers into buyers? We compile a lot of data from dealer reviews, and below are the top three reasons women buy from the dealership they do.

1.Treatment by Sales Person

How well women are treated is the single most influential factor when it comes to buying from a dealership. Women typically evaluate cars on the same grounds as men like price, mileage, design and safety features. However, the deciding factor of whether to close a car deal is greatly dependent on her interaction with the sales advisor.

Treating her with respect is paramount. Show her that you are glad she’s come into your store, acknowledge her presence, put the smart phone away, and listening to her questions are all part of a winning formula. All this may not matter quite as much to men, but it is highly effective in selling to women car buyers. These little things go the distance in winning a customer for a long-time, maybe even a life-time.

2.Best Price or Deal

The second reason women buy from a dealership is the price of the car. Women prefer to buy from dealerships that understand their needs and budget and don’t try to push them into buying cars that exceed their budget.

3.Car Dealer’s Reputation

The car dealership’s reputation really matters – especially to women – as they are more apt to research and use car dealer review sites than men. They want to make an informed decision where they shop so they don’t waste time and have no regrets.

Did You Know?  

Women are 3 times more likely to leave a review – and, a higher scoring review – than men. So, be sure to ask for reviews from your female customers! If you want to be the go-to-dealer in town, deliver the ultimate car buying experience to every woman who walks in your store.

For more on this topic, click here.

Women are the fastest growing segment of buyers. Market to them before they walk into your store by showing your transparency with your Certified Women Friendly logo.

Sign up and learn more here.