Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Jody DeVere

Jody DeVere CEO

Exclusive Blog Posts

5 Tips on Delegating Tasks to Underperforming Employees

5 Tips on Delegating Tasks to Underperforming Employees

No matter how carefully you hire or how well you manage your human resources, some employees simply don’t perform to the level you want them to. They…

Most Valuable Insight Finalist - Doug Van Sach

Most Valuable Insight Finalist - Doug Van Sach

Prioritize Your Prospects: Uncover Clues to Predict Who Will Buy Next Each year, the average customer test drives fewer vehicles. Given the fewer opport…

What to Expect as Driverless Cars Go Mainstream

What to Expect as Driverless Cars Go Mainstream

While the era of driverless vehicles is rapidly approaching, there is still a great deal of confusion and speculation regarding the full impact and the…

5 Ways to Upsell Without Sounding Like a Pushy Car Sales Rep

5 Ways to Upsell Without Sounding Like a Pushy Car Sales Rep

One of the keys to making a profit is the upsell. If you want to claim a heftier commission, upselling is a necessity. However, upselling is an art that sa…

Most Valuable Insight Finalist - Jim Roach

Most Valuable Insight Finalist - Jim Roach

Using Artificial Intelligence to Prioritize Customer Engagement If only one salesman came to work today, what is the first opportunity he should act upo…

Word-of-Mouth Advertising – What Are Women Saying About You?

The difference in today’s market is that brand loyalty isn’t what it used to be. Women make purchases because they believe you’re selling something they need and perhaps saving them money, but they also know they have many options. A single bad experience with you can result in her making a decision to go down the street and taking her business elsewhere. Your products or services may be similar but the quality of your overall customer service can be why she will prefer to buy from you.


If women have a good experience with your business, they’re more likely to return and spend money again. Positive word-of-mouth is one of the cheapest and most effective means of growing your business and women are the most powerful positive or negative word-of-mouth advertisers. Women are three times as likely as men to tell someone about a personal experience, good or bad.


90% of customers identify word of mouth as the best, most reliable and trustworthy source about ideas and information on products and services (NOP World)

Recommendations from family and friends trump all other consumer touchpoints when it comes to influencing purchases, according to ZenithOptimedia. (AdAge, April, 2008)


Consumers trust friends above experts when it comes to product recommendations (65% trust friends, 27% trust experts, 8% trust celebrities). (Yankelovich)

Customer service for women cannot exceed the quality of the people who provide it. Think you can get by paying the lowest wage, giving the fewest of benefits, doing the least training for your employees? It will show.

Businesses and brands don't sell to women... people do.

Your employees will treat women customers the way they are treated. Employees take their cue from management. Do you greet your employees enthusiastically each day; are you polite in your dealings with them; do you try to accommodate their requests; do you listen to them when they speak? Consistent rude customer service is a reflection not as much on the employee as on management.

Want to know what women customers think of your business? Visit Yelp.com, My3Cents.com and www.consumeraffairs.com to name a few of the many rating sites woman research before visiting your store. What are women saying about their experiences with you? How are women buyers rating you? Reputation management is more important than ever in this very competitive marketplace.

Review users noted that reviews generated by fellow consumers had a greater influence than those generated by professionals. (comScore/The Kelsey Group, October 2007)

Remember that the challenge is as much winning the business of women as in keeping them as loyal happy customers. Each woman’s perception of your business will determine how well you do this and that perception will depend on the level of customer service you provide.

Jody DeVere is the CEO and President of AskPatty.com, Inc., AskPatty.com helps automotive retailers attract, sell, retain and increase loyalty with women customers, certified dealers are held to a high level of customer satisfaction.

Kristen Tepper
Love this. I don't think a dealership can truly revamp their customer's dealership experience until they understand who their largest audience is and how they want to be marketed to. Even more powerful is how much women LOVE to share. It's how we bond and if a dealership can promote positive word of mouth and combine that with a great thank you reward as a follow up, it can drastically improve how a woman views a dealership and their values.

 Unlock all of the community & features  Join Now