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

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

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

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

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

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

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

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

Get The Full Millennial Women Buyers Report Now!

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

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

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

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

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

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

Surveys indicate the top reason women do not purchase at a dealership on their first visit is they are still looking. However, only 4 in 10 of those “shoppers” who leave a dealership without buying a car will ever return to the dealership. Given that women shop at 30% more dealerships than men, it is important to create an environment that welcomes a return visit. Here’s how:

1. Establish trust and respect. Women place “respect” and “trustworthiness” as the top two reasons to buy from a sales advisor. Treating a potential buyer with respect and establishing trust at the onset of the sales process will create a positive environment and relationship, which increases a woman’s confidence in her buying decision. She will remember that trust and it will create a strong reason to return to your store.

2. Understand what a woman buyer is looking for. During the initial visit, a sales advisor should ask the right questions to understand her priorities. Are certain features non-negotiable? If the right model and features are not available right away, how quickly can it be located? Taking the extra step toward finding the right fit can bring a buyer back to the showroom.

3. Create an efficient buying process. Women nationally report the average time spent purchasing a vehicle is 3 hours and 20 minutes. Reducing this time lets customers know you respect their time and creates a positive feeling that will encourage return visits, positive reviews and referrals. So can a 3-Day Guarantee Return Policy; it’s all about making customers feel safe, confident and comfortable in doing business with your store. Women have different selection criteria than men when deciding on a car. Understanding the differences can help women reach a decision more quickly, making it less likely she will feel the need to visit a competitor.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

So, you’ve received a poor review from a woman customer. Now what? First, remember poor reviews will happen. Someone will be unhappy with your dealership at some time. The same happens to Starbucks, Apple and Nordstrom. As long as the poor reviews are infrequent, they really are good news. Why?

1. Customers expect to see a variety of ratings when reading reviews. If all are “exceptional”, customers will think they aren’t seeing the whole picture.
    
2. You have a chance to correct the issue. Your dissatisfied customer could have not mentioned the problem and just told her friends. Instead, she took the time to tell you about it, and now you have a chance to work on it – and most importantly, the relationship
    
3. It allows other women prospects to see the entire thread and see the larger picture as well as understand how you respond and treat customers.
    

The key issue for any ‘poor review’ is how you handle it. Here are a few things to consider:
 

1. Use rating services that allows this type of feedback to be held offline until you have a chance to resolve the problem. (Certified Dealers on Women-Drivers.com allows 10 working days for customer resolution before posting the review.)
    
2. Carefully read and note the real issue. Determine if it's a problem you need to address internally. Don’t dismiss it or think it is a one-time problem.
    
3. Discuss the problem in a prompt manner with your customer. Be sure to thank her for the feedback and make sure she has been “heard and gotten.” Once the issue is firmly resolved, you may consider:
   
   a. Offer a service coupon and ask her to give you a chance to make up for the inconvenience.
   
   b. A follow up call from the Service Advisor or even the GM provides an appreciative touch.
   
   c. Free car washes or lunch for two can be in order.
    
4. Resolve the issue internally, even if it was a one-time problem. If one customer reported the issue, other customers may have experienced the same thing.
    
5. Ask the customer if they are willing to re-write another review based upon this issue being resolved to their satisfaction.

Did You Know?

Customers who leave a bad review have taken the time to tell you about it rather than just walking her business elsewhere. View this as an opportunity rather than a threat and reap the rewards. Customer retention and recognizing the residual revenue in the service drive is paramount. Keeping a customer costs a lot less than getting a new one.

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

Did You Know?

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

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

What Does this Mean for Your Dealership?

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

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

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

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

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

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

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

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

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

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

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

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

Did You Know?

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

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

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

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

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

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

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

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

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

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

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

The average woman visits 30% more stores than men when car buying. Dealers that have a high WSI “shopping” score convert on average 15% more browsers to buyers. Women perceive these stores as more trustworthy and comfortable places to do business with and go there first. That is ROI. Watch this video to learn more.

Top 2015 Car Brands as Rated by Women
The number of women shopping and buying cars continues to escalate in our country. As a result, in this highly competitive industry their shopping, or “browsing”, habits are being analyzed more than ever.

Women rely on car dealer reviews 50% more than men. They also prefer to read reviews from other women. That is why our business focuses on reviews exclusively from this powerful buying sector. Likewise, we are the only company in the reputation space that captures reviews on the shopping, i.e. the browsing experience.