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.

Ironic? Women Now Accelerate Customer Service at Car Dealerships

Mercedes-Benz, Honda, BMW Score Lead National Survey ; Plus 5 Trends for Top-Notch Service

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.

They are finally catching the attention of car dealers, for good reason. Recent findings by the Automotive Aftermarket Industry Association show 9 out of 10 women are involved in their household's vehicle maintenance and repair decision-making process. Industry experts say that 65-70% of the customers taking cars in for service and repair are women. The landscape of the traditional male-oriented and male-dominated dealership is changing.

“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,” says Anne Fleming, President of Women-Drivers.com. 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® (WSI) 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.

Women-Drivers.com’s Top 10 Dealer Brands for Women’s Experience with Service & Maintenance
Women-Drivers.com’s mid-year WSI® Service scores, indicated by nearly 1,400 reviews (in which 5 is the highest possible rating) showcase the top women-friendly brands – Mercedes-Benz (4.70), Honda (4.64), BMW (4.60), Acura (4.43), Lexus (4.42), Buick and GMC (4.25), Jeep (4.22), Toyota (4.17) and Chrysler (4.09). Paying close attention to their customer satisfaction performance is paying off. The midyear report showed:

• 73% of women said they will service their car at the dealership in the future
• 53% said they have their car service work completed at the same dealership where they purchased their car
• 66% of the women received follow-up communication from the dealership after the work was completed

“Women recognize that Mercedes-Benz is the leader in the luxury car business … At Jack Ingram Motors we take pride in establishing relationships with our customers, which is why customer service is our number one priority, and we know that women pay close attention to the level of service they receive from their Mercedes dealership. We are also proud to say that both our parts and service managers are women,” says Dick Bennett, Mercedes-Benz General Manager at Jack Ingram Motors, Inc. in Montgomery, Alabama.

All top 10 car brands earned high scores from women respondents asked to rate their experience on nine service issues, including everything from the ease of scheduling a visit and the cleanliness of the car after servicing, to how closely estimates matched the charged total, the quality of the work, and whether they were treated with respect.

Room to Improve – Negative Data Trends
Many brands remain below the top 10 with lots of room yet to improve regarding customer service and satisfaction. Women-Drivers.com’s research across all brands reflects forthcoming feedback from women on their dealership service department experiences. Highlights include:

• 41% were dissatisfied with their last experience
• 34% didn’t like the way the service advisor spoke to them or the way they were treated
• 33% said that their problem wasn’t resolved to their satisfaction
• 23% thought the dealership was lacking in concierge services
• 22% said the dealerships hours weren’t convenient

For those that said they would no longer use their originating service department:

• 69% said they would have their car serviced at the dealership if they were provided with a courtesy vehicle
• 41% wanted the dealership to have more amenities like a child play area, Internet and wireless capability, or a television

5 Features of Top-Notch Customer Service

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: Over 18% of women working at car dealerships and many are in the position of service advisor, 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% 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 20-40% 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. Where 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% of children today being born to unwed mothers and 29.5% 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 Advisor – 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.

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

Ironic? Women Now Accelerate Customer Service at Car Dealerships

Mercedes-Benz, Honda, BMW Score Lead National Survey ; Plus 5 Trends for Top-Notch Service

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.

They are finally catching the attention of car dealers, for good reason. Recent findings by the Automotive Aftermarket Industry Association show 9 out of 10 women are involved in their household's vehicle maintenance and repair decision-making process. Industry experts say that 65-70% of the customers taking cars in for service and repair are women. The landscape of the traditional male-oriented and male-dominated dealership is changing.

“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,” says Anne Fleming, President of Women-Drivers.com. 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® (WSI) 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.

Women-Drivers.com’s Top 10 Dealer Brands for Women’s Experience with Service & Maintenance
Women-Drivers.com’s mid-year WSI® Service scores, indicated by nearly 1,400 reviews (in which 5 is the highest possible rating) showcase the top women-friendly brands – Mercedes-Benz (4.70), Honda (4.64), BMW (4.60), Acura (4.43), Lexus (4.42), Buick and GMC (4.25), Jeep (4.22), Toyota (4.17) and Chrysler (4.09). Paying close attention to their customer satisfaction performance is paying off. The midyear report showed:

• 73% of women said they will service their car at the dealership in the future
• 53% said they have their car service work completed at the same dealership where they purchased their car
• 66% of the women received follow-up communication from the dealership after the work was completed

“Women recognize that Mercedes-Benz is the leader in the luxury car business … At Jack Ingram Motors we take pride in establishing relationships with our customers, which is why customer service is our number one priority, and we know that women pay close attention to the level of service they receive from their Mercedes dealership. We are also proud to say that both our parts and service managers are women,” says Dick Bennett, Mercedes-Benz General Manager at Jack Ingram Motors, Inc. in Montgomery, Alabama.

All top 10 car brands earned high scores from women respondents asked to rate their experience on nine service issues, including everything from the ease of scheduling a visit and the cleanliness of the car after servicing, to how closely estimates matched the charged total, the quality of the work, and whether they were treated with respect.

Room to Improve – Negative Data Trends
Many brands remain below the top 10 with lots of room yet to improve regarding customer service and satisfaction. Women-Drivers.com’s research across all brands reflects forthcoming feedback from women on their dealership service department experiences. Highlights include:

• 41% were dissatisfied with their last experience
• 34% didn’t like the way the service advisor spoke to them or the way they were treated
• 33% said that their problem wasn’t resolved to their satisfaction
• 23% thought the dealership was lacking in concierge services
• 22% said the dealerships hours weren’t convenient

For those that said they would no longer use their originating service department:

• 69% said they would have their car serviced at the dealership if they were provided with a courtesy vehicle
• 41% wanted the dealership to have more amenities like a child play area, Internet and wireless capability, or a television

5 Features of Top-Notch Customer Service

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: Over 18% of women working at car dealerships and many are in the position of service advisor, 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% 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 20-40% 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. Where 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% of children today being born to unwed mothers and 29.5% 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 Advisor – 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.

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

It’s not an accident that great sports teams are ‘great teams’. They are consistent in their play and standings year after year. Take for example, the New England Patriots, the New York Yankees, or even the Dallas Mavs.

It’s not an accident either that great companies are ‘great companies’. They too are consistent in their product and performance year after year. In this case, let’s look at Apple, PepsiCo, or Starbucks.

These companies, teams and brands are always looking for “what is missing”? They are not looking for “what is wrong”, but rather, what is missing that if it were there ‘it’ would make a qualified or quantified difference.

Incidentally, these leadership companies have leadership visionaries working there, who are constantly on the lookout for variables, technologies, processes and solutions what will make a difference in elevating customer value.

Late last week, Lexus announced it will be introducing two new posts at the dealership level. A Vehicle Delivery Specialist, or VDS, will be responsible for reviewing the features of the car with the new owner. The second key position is the Vehicle Technology Specialist, or VTS, who will be charged with articulating and showcasing the technologies of the vehicle to the rightful owner. The VTS will be available to answer questions and review in a hands-on manner how the latest technology works. For many Lexus customers, including women, the VTS will prove to be a problem-solver and a difference maker, improving customer’s use and understanding of the advanced technologies. Having test driven Lexus products with Enform – see HER & HIS Lexus ES 350 review - this new system, with an array of services, is extraordinary.

Bravo to Lexus for advocating and placing these change agents at the dealership level. Ford and other car companies have already taken notice, as the user advanced technology platforms in cars today really does require more than a ‘once over’ and a sales associate’s reference to the owner’s manual. Lexus customers will be on a first name basis with their VTS.

Lexus, a leader in customer engagement and satisfaction, has had top spots for years as measured by JD Powers and Associates. Lexus also is a top scorer with a growing segment of their buyers, specifically looking at satisfaction from women buyers.

Women-Drivers.com assists dealers in building trust and transparency with female customers by growing dealerships social communities and elevating conversion rates from women.. Women also rate their experience at dealerships in the United States and the company tracks these scores through the Women Satisfaction Index® or WSI metric. Lexus has received the third top billing two years in a row* with scores of 4.83/5.00 in 2011 and 4.37/5.00 in 2010. These results exemplify Lexus’ consistent high scores from women who were very satisfied with the engagement and treatment by the sales person, and their overall dealership experience.

Look for even better WSI scores from Lexus in 2012, and, from other brands that take a page out of the Lexus playbook!

*The company launched in 2009 and began tracking WSI score by brand the following year.

It’s not an accident that great sports teams are ‘great teams’. They are consistent in their play and standings year after year. Take for example, the New England Patriots, the New York Yankees, or even the Dallas Mavs.

It’s not an accident either that great companies are ‘great companies’. They too are consistent in their product and performance year after year. In this case, let’s look at Apple, PepsiCo, or Starbucks.

These companies, teams and brands are always looking for “what is missing”? They are not looking for “what is wrong”, but rather, what is missing that if it were there ‘it’ would make a qualified or quantified difference.

Incidentally, these leadership companies have leadership visionaries working there, who are constantly on the lookout for variables, technologies, processes and solutions what will make a difference in elevating customer value.

Late last week, Lexus announced it will be introducing two new posts at the dealership level. A Vehicle Delivery Specialist, or VDS, will be responsible for reviewing the features of the car with the new owner. The second key position is the Vehicle Technology Specialist, or VTS, who will be charged with articulating and showcasing the technologies of the vehicle to the rightful owner. The VTS will be available to answer questions and review in a hands-on manner how the latest technology works. For many Lexus customers, including women, the VTS will prove to be a problem-solver and a difference maker, improving customer’s use and understanding of the advanced technologies. Having test driven Lexus products with Enform – see HER & HIS Lexus ES 350 review - this new system, with an array of services, is extraordinary.

Bravo to Lexus for advocating and placing these change agents at the dealership level. Ford and other car companies have already taken notice, as the user advanced technology platforms in cars today really does require more than a ‘once over’ and a sales associate’s reference to the owner’s manual. Lexus customers will be on a first name basis with their VTS.

Lexus, a leader in customer engagement and satisfaction, has had top spots for years as measured by JD Powers and Associates. Lexus also is a top scorer with a growing segment of their buyers, specifically looking at satisfaction from women buyers.

Women-Drivers.com assists dealers in building trust and transparency with female customers by growing dealerships social communities and elevating conversion rates from women.. Women also rate their experience at dealerships in the United States and the company tracks these scores through the Women Satisfaction Index® or WSI metric. Lexus has received the third top billing two years in a row* with scores of 4.83/5.00 in 2011 and 4.37/5.00 in 2010. These results exemplify Lexus’ consistent high scores from women who were very satisfied with the engagement and treatment by the sales person, and their overall dealership experience.

Look for even better WSI scores from Lexus in 2012, and, from other brands that take a page out of the Lexus playbook!

*The company launched in 2009 and began tracking WSI score by brand the following year.

Who made the cut for the top car dealerships in the US? The female consumer has spoken and out of 1300 dealerships in the United States receiving reviews, the Top 10 Certified Women-Drivers Friendly™ Dealers are in. The Certificate acknowledges the positive, consistent and respectful experiences women had at these dealerships in 2011. Women-Drivers.com hereby awards the following dealerships Certified Women-Drivers Friendly Dealer of the Year.

Wright Nissan

Tom Hull, Wright Nissan GM, and Wright Nissan Sales Team

Sheboygan Auto

General Manager, Jared Romanowski and Sales Team

Rohrich Toyota

General Manager Mark Podrosky and Sue, Finance Manager

North Hills Toyota

Carlos Echevarria, GM North Hills Toyota, Anne Fleming, President of Women-Drivers.com

Monroeville Chrysler Jeep

Monroeville Chrysler Jeep Team

Jeff Mountain, Monroeville Chrysler Jeep Internet Manager, Vic Olive, Monroeville Chrysler Jeep GM

Kelly Mitsubishi

Tom Carey, General Manager, with Mitsubishi Sales Team

Day Ford

Anne Fleming, President Women-Drivers.com, Debbie Flaherty, Day Ford Owner, Peter Flaherty, Day Ford GM

Day Chevrolet

Dave Steward, Day Chevrolet GM, Anne Fleming, President Women-Drivers.com, Debbie Flaherty, Dave Chevrolet Owner

Baierl Chevrolet

General Sales Manager, Mike Paolucci

Haasz Auto Mall, Chrysler

Certified Women-Drivers Friendly™ Dealers are leading the trend towards higher consumer satisfaction via the rising purchasing power of women; these particular dealers are getting more sales, leads and referrals.

What Are the Criteria for Being a Certified Dealership?
A dealership must have a minimum of ten reviews to qualify. For each review written, a rating is posted with scores ranging from a 5.0 (Excellent) to a 1.0 (Marginal). Each review falls under one of three categories: Browsing, Purchasing or Servicing. A Certified Women-Drivers Friendly™ rating of 3.8 or higher indicates that a dealership has earned the trust and reputation of being service‐oriented towards women. To retain this status and receive its Benefits, dealers must get reviews continuously.

About Women-Drivers.com
Women-Drivers.com provides car dealers with distinct, web-based marketing solutions that build trust and transparency, resulting in greater sales and servicing from women. Women-Drivers connects women to Certified Women-Drivers Friendly™ Dealers and publishes a platform of services to qualifying dealerships to distinguish and market themselves. The innovative Facebook Integration of women+family content results in dealerships building larger social communities, longer time spent on the dealerships site, and more sales conversions. For more information contact info@women-drivers.com.