Women-Drivers.com President and Car Buying Advocate, Anne Fleming, had the privilege of being honored to the 2013 Women in Remarketing class in San Diego at #usedcarweek.

Other women honored from various aspects and leadership roles, include:

• Lisa Filippi-Alvarez, @Honda Motor Company
• Valerie Fuller, @FordDirect_com
• Isabelle Helms, @AutoTrader_com
• Rebecca Hewitt, Southeast Toyota Finance
• Cheryl DeVries-O’Brien, Greater Kalamazoo Auction
• Alison Ouchi, Ally Servicing
• Julie Picard, @Manheim
• Lisa Scott. ADESA and @OpenLane
• Patty Stanley, Carolina Auction
• Laura Taylor, Charleston Action
• Jennell Ross, @BobRoss Auto Group
• Sue Saris, @NAAA

The event was moderated by Andrea Riley, past award recipient and CMO of Ally Financial. Many thanks @autoremkting for hosting such a wonderful, innovative event.

Women-Drivers.com President and Car Buying Advocate, Anne Fleming, had the privilege of being honored to the 2013 Women in Remarketing class in San Diego at #usedcarweek.

Other women honored from various aspects and leadership roles, include:

• Lisa Filippi-Alvarez, @Honda Motor Company
• Valerie Fuller, @FordDirect_com
• Isabelle Helms, @AutoTrader_com
• Rebecca Hewitt, Southeast Toyota Finance
• Cheryl DeVries-O’Brien, Greater Kalamazoo Auction
• Alison Ouchi, Ally Servicing
• Julie Picard, @Manheim
• Lisa Scott. ADESA and @OpenLane
• Patty Stanley, Carolina Auction
• Laura Taylor, Charleston Action
• Jennell Ross, @BobRoss Auto Group
• Sue Saris, @NAAA

The event was moderated by Andrea Riley, past award recipient and CMO of Ally Financial. Many thanks @autoremkting for hosting such a wonderful, innovative event.

Today’s women car buyers wield $300 billion in spending power on their cars.  Their car buying behaviors are evolving dramatically, causing car dealers to seriously consider how they communicate with them.  To understand, engage and, ultimately, capture this market, dealers first have to look at the key indicators of a woman car buyer’s mindset, behaviors and buying patterns.  Otherwise, actions taken to attract them will not be optimized.

Key Indicators

 #1:  The Woman Car Buyer’s Identity & Staying Power

Women are the fastest growing segment of car buyers.  They account for over an estimated 50% of new car purchases and influence 80% of them.  They are more confident, more educated and better prepared to make a car buying or car servicing decision than ever before.  Career and motherhood are but two of the powerful additives to a woman’s identity today.  Both roles have given them a high level of self-confidence, despite the incredible amount of time, pressure and responsibility they have taken on.

So, what are we saying?  Make every effort to recognize and acknowledge the full identity of the women car buyers you are trying to attract.  These women are career professionals, business executives, stay-at-home moms, wives, lovers, single parents and caregivers.  Know who they are before you try to sell them something. There’s only one way to find out…ask, ask, ask!

#2:  The Woman Car Buyer’s Tech Savvy State of Mind

Women are leading the way being sophisticated users of new technology solutions.  She is internet savvy, having mastered the art of social networking.  Not only does she shop for cars online, she shares her experiences at the dealership with her peers and other women car buyers through social media websites, especially Facebook, as well as review and rating sites.  Her most prized possession is her smart phone and, with mobile usage now mainstream for her, she expects her favorite brands, including her car dealership, to be a tap away.

So, what are we saying?   Develop an online and mobile presence and marketing strategy aimed at attracting this buyer.  Create special offers online that will bring her into the dealership.  If it’s already there, amp up the amount budgeted for electronic marketing initiatives.  Offer women car buyers a seamless and problem-free purchasing and servicing experience.

#3:  Images Speak Louder Than Words

Women car buyers are using images more than the written or spoken word to get information on the products, services and brands they buy.  Provide visual content that captures her eye, lets her interact with it visually and you have yourself a prospective customer.

So, what are we saying?  Create a video capturing the relaxed and friendly atmosphere in your newly re-designed showroom and service area.  Show women watching flat-screen TVs and working on their laptop with coffee in hand and kids playing in the play area.  Don’t tell her about cars on the lot that are practical and economical.  Show her images of the latest models– how good they look, how comfortable and easy they are to drive, and their latest safety awards.

#4: A Woman Car Buyer’s Modern-Day Family

Families now come in more shapes and sizes than ever, with a growing population of single moms, working moms with stay-at-home dads, moms having babies later in life, same-gender parents, and multiple generations of moms under one roof.  Marriages rates are dropping still.  What’s on the rise, though, is single women heads of households and single parent households with children.

So, what are we saying?  If you want to capture this ever-growing market, you can’t assume that one size fits all.  Recognize the many faces of the modern-day American family and show you understand and appreciate the diversity among the women car-buying customers they are trying to engage. Hire sales ambassadors that relate and loo

#3:  Images Speak Louder Than Words

Women car buyers are using images more than the written or spoken word to get information on the products, services and brands they buy.  Provide visual content that captures her eye, lets her interact with it visually and you have yourself a prospective customer.

So, what are we saying?  Create a video capturing the relaxed and friendly atmosphere in your newly re-designed showroom and service area.  Show women watching flat-screen TVs and working on their laptop with coffee in hand and kids playing in the play area.  Don’t tell her about cars on the lot that are practical and economical.  Show her images of the latest models– how good they look, how comfortable and easy they are to drive, and their latest safety awards.

#4: A Woman Car Buyer’s Modern-Day Family

Families now come in more shapes and sizes than ever, with a growing population of single moms, working moms with stay-at-home dads, moms having babies later in life, same-gender parents, and multiple generations of moms under one roof.  Marriages rates are dropping still.  What’s on the rise, though, is single women heads of households and single parent households with children.

So, what are we saying?  If you want to capture this ever-growing market, you can’t assume that one size fits all.  Recognize the many faces of the modern-day American family and show you understand and appreciate the diversity among the women car-buying customers they are trying to engage. Hire sales ambassadors that relate and look like your customer.

Action Steps

#1:  Have Your Every Brand, Make & Model Tell a Story

Every make and model of car has a story to tell.  Take luxury cars, for example.  Women like luxury cars because they can afford them.  They are a statement as much as a means of transportation.  Women no longer let traditional roles of wife and mother defines their purchases.  As they graduate from baseball and ballerina mom, they are seizing their new-found freedom and buying sexy, indulgent “me-mobiles”.  For them, a luxury car is the physical manifestation of all that hard work they’ve put in at the office, the smart investment they’ve made, or the realization of a dream come true.

So, what are we saying?  Bring your marquis models to life with story-selling.  Listen to what is important to her about the vehicle – regardless of the brand. Pay attention to what is important to that and don’t just talk about those features, but rather share about the “what’s in it for her”, or, the benefit. Build a story around her car of choice and let her be inspired.

#2:   ‘Friend’ Women Car Buyers, But Be of Value

Women car buyers visit dealer websites on the recommendations of their peers.  With an interactive website and fabulous content, like money saving and timesaving tips, women see your dealership as supportive – as money and time are her two most precious commodities.  It’s all in the conversation and women communicate best in an honest and open dialogue.  They also like to share information with their peers and other women car buyers about your salespeople, customer service, and the value you offer.

So, what are we saying?  Abandon the traditional role, and strive to support and educate women car buyers instead.  Engage them in conversation and talk openly and candidly with them.  Provide value added content; tips and advice they actively seek at both pre- and post-purchase. Make sure your social community knows what your dealership stands for and is committed to.  Create an online community of like-minded people through social networking, one that will resonate with women - and, ultimately drives sales.

#3:  Make Every Woman Car Buyer’s Voice Be Heard

Women have shared stories for years about the car dealerships they frequent and the service they received.  It used to be called ‘word of mouth’. A woman car buyer wants to talk to dealers directly and have them hear her.   She wants a salesperson who will listen and ‘get’ her.  The way a salesperson interacts with her determines, to a very high degree, whether she buys from them and remains loyal to them once the purchase is complete.

So, what are we saying?   Don’t try so hard to sell your dealership and everything it has to offer.  It’s not about the dealership.  It’s about the individual salesperson or service manager. Each interaction is unique. Listen closely to what she has to say and make every effort to understand her and her specific wants and needs.  Work to provide it for her and reinforce her trust in you and in your dealership. And, ask her for reviews of your dealership. Let her know what a difference she makes to your business.

Dwell and role play in these various actions to better understand how you can maximize your business.

Today’s women car buyers wield $300 billion in spending power on their cars.  Their car buying behaviors are evolving dramatically, causing car dealers to seriously consider how they communicate with them.  To understand, engage and, ultimately, capture this market, dealers first have to look at the key indicators of a woman car buyer’s mindset, behaviors and buying patterns.  Otherwise, actions taken to attract them will not be optimized.

Key Indicators

 #1:  The Woman Car Buyer’s Identity & Staying Power

Women are the fastest growing segment of car buyers.  They account for over an estimated 50% of new car purchases and influence 80% of them.  They are more confident, more educated and better prepared to make a car buying or car servicing decision than ever before.  Career and motherhood are but two of the powerful additives to a woman’s identity today.  Both roles have given them a high level of self-confidence, despite the incredible amount of time, pressure and responsibility they have taken on.

So, what are we saying?  Make every effort to recognize and acknowledge the full identity of the women car buyers you are trying to attract.  These women are career professionals, business executives, stay-at-home moms, wives, lovers, single parents and caregivers.  Know who they are before you try to sell them something. There’s only one way to find out…ask, ask, ask!

#2:  The Woman Car Buyer’s Tech Savvy State of Mind

Women are leading the way being sophisticated users of new technology solutions.  She is internet savvy, having mastered the art of social networking.  Not only does she shop for cars online, she shares her experiences at the dealership with her peers and other women car buyers through social media websites, especially Facebook, as well as review and rating sites.  Her most prized possession is her smart phone and, with mobile usage now mainstream for her, she expects her favorite brands, including her car dealership, to be a tap away.

So, what are we saying?   Develop an online and mobile presence and marketing strategy aimed at attracting this buyer.  Create special offers online that will bring her into the dealership.  If it’s already there, amp up the amount budgeted for electronic marketing initiatives.  Offer women car buyers a seamless and problem-free purchasing and servicing experience.

#3:  Images Speak Louder Than Words

Women car buyers are using images more than the written or spoken word to get information on the products, services and brands they buy.  Provide visual content that captures her eye, lets her interact with it visually and you have yourself a prospective customer.

So, what are we saying?  Create a video capturing the relaxed and friendly atmosphere in your newly re-designed showroom and service area.  Show women watching flat-screen TVs and working on their laptop with coffee in hand and kids playing in the play area.  Don’t tell her about cars on the lot that are practical and economical.  Show her images of the latest models– how good they look, how comfortable and easy they are to drive, and their latest safety awards.

#4: A Woman Car Buyer’s Modern-Day Family

Families now come in more shapes and sizes than ever, with a growing population of single moms, working moms with stay-at-home dads, moms having babies later in life, same-gender parents, and multiple generations of moms under one roof.  Marriages rates are dropping still.  What’s on the rise, though, is single women heads of households and single parent households with children.

So, what are we saying?  If you want to capture this ever-growing market, you can’t assume that one size fits all.  Recognize the many faces of the modern-day American family and show you understand and appreciate the diversity among the women car-buying customers they are trying to engage. Hire sales ambassadors that relate and loo

#3:  Images Speak Louder Than Words

Women car buyers are using images more than the written or spoken word to get information on the products, services and brands they buy.  Provide visual content that captures her eye, lets her interact with it visually and you have yourself a prospective customer.

So, what are we saying?  Create a video capturing the relaxed and friendly atmosphere in your newly re-designed showroom and service area.  Show women watching flat-screen TVs and working on their laptop with coffee in hand and kids playing in the play area.  Don’t tell her about cars on the lot that are practical and economical.  Show her images of the latest models– how good they look, how comfortable and easy they are to drive, and their latest safety awards.

#4: A Woman Car Buyer’s Modern-Day Family

Families now come in more shapes and sizes than ever, with a growing population of single moms, working moms with stay-at-home dads, moms having babies later in life, same-gender parents, and multiple generations of moms under one roof.  Marriages rates are dropping still.  What’s on the rise, though, is single women heads of households and single parent households with children.

So, what are we saying?  If you want to capture this ever-growing market, you can’t assume that one size fits all.  Recognize the many faces of the modern-day American family and show you understand and appreciate the diversity among the women car-buying customers they are trying to engage. Hire sales ambassadors that relate and look like your customer.

Action Steps

#1:  Have Your Every Brand, Make & Model Tell a Story

Every make and model of car has a story to tell.  Take luxury cars, for example.  Women like luxury cars because they can afford them.  They are a statement as much as a means of transportation.  Women no longer let traditional roles of wife and mother defines their purchases.  As they graduate from baseball and ballerina mom, they are seizing their new-found freedom and buying sexy, indulgent “me-mobiles”.  For them, a luxury car is the physical manifestation of all that hard work they’ve put in at the office, the smart investment they’ve made, or the realization of a dream come true.

So, what are we saying?  Bring your marquis models to life with story-selling.  Listen to what is important to her about the vehicle – regardless of the brand. Pay attention to what is important to that and don’t just talk about those features, but rather share about the “what’s in it for her”, or, the benefit. Build a story around her car of choice and let her be inspired.

#2:   ‘Friend’ Women Car Buyers, But Be of Value

Women car buyers visit dealer websites on the recommendations of their peers.  With an interactive website and fabulous content, like money saving and timesaving tips, women see your dealership as supportive – as money and time are her two most precious commodities.  It’s all in the conversation and women communicate best in an honest and open dialogue.  They also like to share information with their peers and other women car buyers about your salespeople, customer service, and the value you offer.

So, what are we saying?  Abandon the traditional role, and strive to support and educate women car buyers instead.  Engage them in conversation and talk openly and candidly with them.  Provide value added content; tips and advice they actively seek at both pre- and post-purchase. Make sure your social community knows what your dealership stands for and is committed to.  Create an online community of like-minded people through social networking, one that will resonate with women - and, ultimately drives sales.

#3:  Make Every Woman Car Buyer’s Voice Be Heard

Women have shared stories for years about the car dealerships they frequent and the service they received.  It used to be called ‘word of mouth’. A woman car buyer wants to talk to dealers directly and have them hear her.   She wants a salesperson who will listen and ‘get’ her.  The way a salesperson interacts with her determines, to a very high degree, whether she buys from them and remains loyal to them once the purchase is complete.

So, what are we saying?   Don’t try so hard to sell your dealership and everything it has to offer.  It’s not about the dealership.  It’s about the individual salesperson or service manager. Each interaction is unique. Listen closely to what she has to say and make every effort to understand her and her specific wants and needs.  Work to provide it for her and reinforce her trust in you and in your dealership. And, ask her for reviews of your dealership. Let her know what a difference she makes to your business.

Dwell and role play in these various actions to better understand how you can maximize your business.

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

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

1. Browsing – The Silent Statistic

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

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

2. A New “Face” in the Audience

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

3. The Ideal Car Features for Women

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

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

4. Value Women’s Time

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

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

5. Women Wants and Demand Trust from Sales Advisors

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

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

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

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

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

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

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

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

1. Browsing – The Silent Statistic

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

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

2. A New “Face” in the Audience

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

3. The Ideal Car Features for Women

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

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

4. Value Women’s Time

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

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

5. Women Wants and Demand Trust from Sales Advisors

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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