Women’s Wednesday #62: Do You Know How Many Dealers Women Buyers Are Visiting?

Industry experts tell us that car buyers go to 1.6 dealerships to buy a vehicle.

From the Women-Drivers.com 2017 US Women’s Car Dealership Report, we find that number to be true for half of women car buyers. The other half report a very different answer altogether. An amazing forty-six percent of women car buyers are going to twice the industry average, or 3.2 dealer visits.

Which begs a few questions:

  1. Are the industry experts talking to enough women when conducting their research?
  2. What evidence do you have that the women coming into your store are buying from you? Do you track guests that are overlooked and leave? Do you measure these lost sales and put new behaviors and practices in place to re-capture them?

In the “How Many Car Dealers Are Women Buyers Visiting” white paper, learn that 60% of women who leave a dealership without buying, do not return. Understand what the top 5 reasons are for not buying at a dealership – do any of these sound familiar when women leave your store?

Discover what top dealerships are doing to earn her buy-in and create the right conditions for the sale on the first visit.

Women’s Wednesday #61: Top Service Drive Brands Rated by Women for 2017

Sixty-two percent of women report that they return to the dealerships where they first purchased their vehicles to then have them serviced. This highlights the potential to grow value among this critical market segment.

Changing family dynamics have put women squarely in the driver’s seat with an estimated one-half of all cars sold being purchased by women who are then directly responsible for decisions involving vehicle maintenance and service appointment scheduling.

This makes offering post-sales service on her terms a value proposition worth embracing.

It All Adds Up
From our 2017 US Women’s Car Dealership Report, game-changing data offers a new view of the Top 15 service drive brands rated and ranked by 4,653 women when at their dealerships.

  • Dealer Satisfaction Scores – High trust and comfort levels are must haves for women.
  • Fixed Operations Income – Service alerts and courtesy vehicles keep her coming back.
  • Future Purchase & Referral Rates – Listening without interrupting earns repeat business and valuable referrals from her.

Service, Please!
Becky Nixon, an industry authority and Director of Fixed Operations Training for David Lewis & Associates, offers the following:

“Psychologists tell us that women are generally detail-oriented and inquisitive by nature. Convenience being the key, all recommended repairs or maintenance must come with an honest and definitive timeline attached.”

Women who buy from Women-Drivers Certified Trusted Dealers confirm this. They want their questions answered, cars serviced in a timely manner and a service experience that makes them feel good. Making women feel heard, appreciated and understood goes a long way toward earning their repeat business—and referrals. And, very positive reviews.

The Last Word – Distinguish
There already exists a time frame for women to return to their original dealership for recalls or mandatory service visits associated with vehicle warranties. To keep them coming back after those years have passed, it’s imperative to offer relationship-building perks which distinguish your brand, like:

  • Free car washes or annual ‘we-appreciate-your-business’ detailing offers.
  • Comfortable seating in lounge areas, Wi-Fi connectivity with nearby power outlets, entertaining play areas for children, and clean restrooms.
  • Refreshment stations stocked with quality coffee, tea, water and healthy snacks.

Adopt marketing strategies that speak to women’s concerns. Your website and e-newsletters are the avenues for targeted messages and selling strategies when they shed light on service offerings of benefits and provide a deeper understanding of maintenance procedures.

Women rely on these resources for links and data that help them assess a potential need for repairs (i.e. worn out windshield wipers, squeaky breaks). Educational content that is aimed at ensuring their families’ safety can boost a dealership’s brand image and trust among women.

Note: Women’s #1 requested concierge item is a courtesy vehicle. What lasting impression are you leaving your female clients in your highest gross margin department?

Women’s Wednesday #60: Understanding the Needs of Women Buyers [Video Interview]

Today we will preview a CBT News interview with President Anne Fleming and get the inside scoop on interesting data collected from the 2017 U.S. Women’s Car Dealer Trends & Report about the buying experiences, preferences and habits of women.

In the video, the following questions are discussed:

1. What dealers can learn about their female consumer experiences by working with Women-Drivers reputation and rating platform?

2. What are top dealers doing right with women buyers? [3:20]

3. 46% of women report that they went to an average of 3.2 dealerships before buying a car. Why is this? [5:04]

4. The #1 reason women report buying a car at a particular dealership is… [7:20]

5. The #1 digital resource women reported using is the dealer’s website, #2 is the manufacturer. Anne discusses ways to capitalize on this. [9:30]

Representing 45% of all car purchases, women are buying 8 million new cars this year, so catering to them is a must. How will you evangelize that your brand is the destination dealership with women+families? It’s time to stoke demand and convert more women shoppers to buyers.

Women’s Wednesday #59: Women’s 2017 Top Rated Car Brands when Purchasing

According to Autodata,17.6 million new vehicles were sold last year, setting a record for cars and trucks. One distinct group of consumers contributed an estimate 8.0 million units to that total: women buyers.

Dealers seeking to sell more to this critical market segment can start taking new actions and, in the process, collect data to improve the purchasing, service drive and shopping experiences for this powerful buyer.

By the Numbers
From our 2017 US Women’s Car Dealership Report, game changing data offers a new view of the car buying experience for brands rated and ranked by 4,653 women when ‘purchasing’ at their dealership.

  • Optimizing Sales – 54% go to 1 dealer; 46% of women shop at 3.2 dealers to find the right dealership “fit”
  • Enhancing Value Propositions – Women buy from trusted dealers with sterling reputations; 6 in 10 do not buy from the closest dealer
  • Increasing Customer Satisfaction – High Sales Advisor EQ is a No. 1 purchase motivator

Fuel for Thought Leaders
Certified Trusted Dealer satisfaction scores among women are on the rise with an outstanding cumulative score of 97.1 percent. Invariably, these stores are experiencing higher CSI, higher gross margin dollars, increased service visits, more loyalty & retention, and more reviews and better reputations.

The results are straightforward. Positive reviews from women demonstrate how car dealers are showing respect for women during the car shopping and purchase process, earning their trust, their business and long-term loyalty. It’s is a win-win.

Women’s Wednesday #58: Women’s #1 Digital Destination is Your Website | 7 Ways to Engage

An estimated 8 million new cars will be bought by women this year. It is critical that dealers’ websites cater to this substantial segment of the market.

The good news? The #1 digital resource women report using first is their local dealership’s website. In our 2017 US Women’s Car Dealership Report, 76.3% of women said it was “helpful or informative.”

7 Ways to Attract More Women Buyers
1. Create a community/ lifestyle page, and use them to highlight your vehicles within various social and lifestyle settings.
2. Include online games in your social media platforms and link them back to your website, where users can collect prizes.
3. Create “how-to” videos for women and post them on your website and on YouTube. Focus on the owner experience.
4. Fill your website with lifestyle photos featuring diverse women and families.
5. Create engaging content that highlights the various stages of the vehicle-ownership experience.
6. Create women-centric ads that speak to what matters to women. Differentiate your dealership from the rest of the pack.
7. Highlight current dealer reviews from women, for women.

Women’s Car Guide

Women’s Car Guide provides educational + engaging content to leads, guests and clients. It builds trusts, has women stay on your site longer, and demonstrates you care. Reviews are integrated. Mobile platform available.

Women’s Wednesday #57: 2017 Women’s Buying Report & Best Practices for Dealers

In today’s hyper-competitive industry, women buyers are crucial for dealer’s success. Advertising ‘the best price’ or having a female spokeswoman is not enough to have them visit your dealership first.

Certified Trusted Dealers have a cumulative 97.1% satisfaction score vs non-certified trusted dealers 85.5% satisfaction score. What a difference! Best business practices are included to elevate your female client experience to help achieve increased market share, sales and retention.

Click for easy access to the 2017 US Women’s Car Dealer Report & Trends.

Here are some game-changing data points:

  • 45% of women purchase cars by themselves
  • 53% of millennial car buyers are women
  • 38% of women out-earn their husbands
  • 56% of women do not buy from the brand dealer closest to their home

What actions will you put in place to be a destination dealership?