Women’s Wednesday #36: Is Your Dealership Selling Cars Like They’re Power Tools?

Women buyers have different reasons than men for choosing where they finalize the deal. Understanding the nuances of women’s buying habits can mean the difference of making a sale or losing it.

It's easy to make the assumption that price is the first priority. Price does matter, but it’s weighed along with more emotional priorities like trust and respect. When women are asked their reasons for purchasing at a particular dealership, price is the #2 factor. The top reason is a positive engagement with the sale associate.

Have You Downloaded Our FREE Report On Millennial Women Car Buyers?

Now, think about your car ads and commercials that run each week. How much focus is on the price? Remember women are buying over half of the cars today and influencing 80% of the deals! Be careful your advertising isn’t too slanted toward sounding like power tools from the home improvement store. Cars and power tools may be perceived the same by men, but women see more nuance in the car deal.

Did You Know?

Women rely on reviews and reputation 50% more than men. Showcase your stellar reputation in commercials so women “get” what a reputable, comfortable and trustworthy place your store is to do business.

Sell more than cars in your advertising. Women look at car ads, read dealer reviews and use social media to help make a car buying decision. Be the dealership that attracts women because they can get a great deal from a trusted, respectful sales advisor AND great service for the next five to eight years.

Show that your customers matter before, during and after the deal. Include reviews by women on your website and social media. Provide stories about happy customers. Show women that your service center is professional, fast, and trustworthy and provides amenities that matter to women, like a comfortable place to wait, service hours that respect her time and extras, like a courtesy car.

Ready to Sell More Cars to Women?
Right now get a FREE TRIAL to the Women-Drivers.com Marketing Program. CLICK HERE to have a Dealer Advocate contact you with details.

Women’s Wednesday #35: 6 Keys to Sell More Cars to Millennial Women

You asked for it and here it is. THE white paper that delivers the goods on how to leverage sales to this emerging market. You need to understand the differences between Millennial women and women of other generations, like:

  • Millennial women travel over 25% further to purchase a car
  • What are the top reasons they buy the vehicle
  • What are their top emotions at the dealership
  • How they use dealer reviews and engage with dealers' social communities
  • and, More!

Download The FREE Report Now >>

Read the Latest Her + His Car Review
Share With Your Social Communities

There are always two sides to everything, right? To keep our car reviews innovative and well-rounded, we are providing you with not just one, but two points of view on the same exact vehicle – Her + His perspectives.
Click here to read our 2015 Toyota Camry XLE review.

That’s a Wrap! Car Wraps Explained

Who doesn’t want their car to appear new and shiny all the time? One way to ensure this is “car wrapping.” Car wrapping involves covering the body of the car, completely or partially, with a pressure sensitive PVC vinyl sheet. The wrap can either be transparent or colored according to the car owner’s preference. You can customize any color you want.

Car wrapping is not permanent and the applied protective sheet can easily be removed. Wrapping never damages the car’s external body or paint. For best results, be sure to hire an experienced, certified professional to ensure precise application. On average, a wrap will last three to four years. Results may vary depending on how the car is maintained. If the vinyl sustains any damage during that time, the affected area can be repaired without rewrapping the entire vehicle.

Here are some benefits of a car wrap:

  • If the car involved is older and needs a paint job, a wrap can provide a great look at a lower cost than a high end paint job. The average cost of a wrap is $2500-3500. While some places can paint a vehicle for less, the paint may not be of good quality and may not last as long as the wrap.
  • A wrap can be customized to color preferences, including images. A wrap is a great option for business vehicles. If the company brand or colors change, the wrap can simply be redone. Vinyl wraps can be used to create looks that aren’t easily available with paint, like matte black or steel.
  • Using a thick wrap can help protect the existing paint, and even the thinner wraps will provide some protection from debris and small rocks.
  • Cars are often used as an extension of fashion for both men and women. Vinyl wraps allow this in a big way, and if fashions change, so can the car!
  • Wrapping a leased car can help protect some of the normal wear and tear. It is possible to recoup the cost of the wrap at the lease’s end if the residual value remains high.
  • Vinyl wraps come in many colors and offer options beyond original manufacturers color. It is a great way to have a one-of-a-kind car.

Here are some important things to remember about car wraps:

  • If the entire color of the car is changed with a wrap, notify DOT and re-register the vehicle in the new color.
  • Be sure to work with a certified technician to ensure a quality wrap application. You can find quality wrap installers at www.arlonautomotive.com.

Women’s Wednesday #34: Leverage These Emotions to Sell More Cars to Millennials

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.

Percentage of women who 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!

Women’s Wednesday #33: Building Smarter Sales Advisors Will Increase Your Dealer’s Revenue

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.

BREAKING NEWS: Millennial Women Buyers Report
Get insights & differences to sell more cars to this group
Get This Report Now!

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?

With $6 Billion Spent on Insurance Advertising, Are you Getting the Best Rates?

This is a rich, detailed article for any of your buying or adding a car this year.. In fact, I highly recommend for those of you who of you who have had the same insurance agent ‘forever’, to take some time go through the steps recommended here. It may just save you a whole lot of money! Take a closer look at this report from Reviews.com:

Last year, auto insurance providers spent just over $6 billion in advertising to consumers

They bought expensive ads and invested in social media to make sure you understand you’re in good hands, they’re on your side, and 15 minutes or more can save you money on your car insurance.

In 2011 alone, about 9% of policyholders switched their car insurance, and 27% admitted to shopping around. Consumers are being bombarded with ads that promise low rates and great service — but how do you know which insurance company is really going to be there for you when you need them?

As consumers, we rarely think of our auto insurance as anything other than a monthly expense. That often means picking the cheapest insurance and using that. But car accidents aren’t an “if” — they’re a “when.”

Statistically, the average driver will be involved in an accident every 18 years, which means you’re going to need to use it at least three times in your lifetime.

When that day comes, you need to be sure your car insurance provider is going to be there for you. Read more here…