Women’s Wednesday #13: Your Reputation – Are You Leaving $6M on the Table?

The Latest in Women Buying Cars

Today’s Women’s Wednesday we are focusing on the up$ide of reviews and what they really boil down to with women shoppers, prospects and buyers.

While you know that women buy almost half of all cars purchased and influence even a much higher number, are you aware of the real upside in selling more cars to women by distinguishing your store as a women+family friendly marketplace? Why is this important? Let’s take a closer look.

Men shop at 1.4 dealerships while women visit 1.9 dealerships prior to buying a car. One-third of women are apprehensive about the buying experience and 20% report being overwhelmed. In fact, a recent poll shows that women are 50% more likely to rely on car dealer reviews than their male counterparts. Why? They want to get the purchase right and avoid getting it wrong. Elite dealers leverage reviews in advertising to mitigate any negative emotions of some customers and to showcase that their dealership is a pain-free company with which to do business.

A brilliant way to distinguish their store from the competition.

Did You Know?

JD Power reports women are more generous than men when rating their dealership experience

Women relate to other women and trust these reviews more than ones written by men

Certified Dealers Upside is in the Million$
Let’s be frank. Women can buy a car anywhere in your city for within a couple of hundred dollars from another dealer. Distinguish your store from the others by using your certified logo in your advertising and branding yourself as a Certified Women-Drivers Friendly Dealer. Benchmark with your sales team how many cars you sell to women each month and keep track of it.

By selling just 5 more cars each you will add $2M to your sales at your store.10 more cars will add an average of $4M in sales and 15 more will bring in $6M more in sales annually! Get your team on board and turn those women browsers into women buyers by having them walk into your dealership as a destination store they have come to do business with because of your stellar reputation with women+families.

Want to Sell More Cars and Distinguish your Dealership to Women?  Click here

Did you receive a Free copy of the 2014 Women’s Car Buying Report? Click here

 
Good Selling!

Small Changes in your Digital Footprint Create Easier Access for Women

Last month we had such strong interest in our mid-year report on “Dealers Websites are #1 with Women Buyers” we have decided to follow up with even more on this topic. ‘Continuous Improvement’ is a term that proactive dealers have adopted to ensure they don’t just keep up with the competition, but rather stay ahead of it.

Improvements in company processes not only contribute to business success, but also help deliver quality customer experiences which is needed to grow and retain customers. Changes do not necessarily have to be big; small and minor changes can make a significant difference.

Woman on computer

As competition rises, now is the right time for dealerships to focus on areas of improvement, engagement, and delivering a quality experience to women customers. Today are focusing on modest, positive and quiet changes that can make a big difference in showcasing transparency to women buyers.

1. Provide Email and Direct Number Details

Running a dealership without a website or mobile site is hard to image. Consider having a website without proper dealership contact information for its’ employees. Make it easy for your customers to locate and contact who they are working with. Email addresses, direct phone or even a cell number – is ideal.

Women can contact the relevant person via phone or email whichever communication method is more convenient to her.

More Small Changes to Create Easier Access for Women

2. Professional Photos of the Staff on the Website

By posting professional pictures of the dealership staff with their names and titles, it is easy for customers to give a face to the voice they have spoken to. When they walk into the store, it will be much easier for them to talk to the sales advisor or service advisor or ISM who they have already spoken to. Or, at least, it will lower the anxiety and the mystery of who they will be working with during the car buying process. We strongly suggest business or business casual attire for the photos.

3. The New Standard: No AOL or Yahoo’s in emails

A Hotmail or AOL email address on the dealership business card does not cut it today. Simply put, it comes across as unprofessional. These email ids worked in the 90’s but today, not so much.

Certainly an Apple, Nordstrom or Lulu Lemon Sales Advisor doesn’t hand out their business card with an “aol” or “yahoo” suffix in the email. Of course not. Dealerships today are incorporating this professional standard for their store.

Customers now seek professional service providers, even as small as this detail can make dealerships look unprofessional. Therefore, when putting emails on business cards make sure they are customized according to the dealership name. For example john. smith@mayerautogroup.com

4. Quick Access to the GSM or Sales Manager

Lastly, customer delays on hold can be inevitable when trying to reach the GSM, sales manager or ISM. Still, it may be frustrating for customers to wait and then interact with a receptionist because a voice mailbox is full.

Allowing customers to get through to the executive team in seconds without long hold times and annoying questions may be minor changes, but they definitely make a big difference to your potential customers calling and trying to get through. It also sends a message of transparency, interest and availability.

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Women’s Wednesday #12: Small Website Changes Increase Access + Interest of Women

Last month there was such strong interest in our mid-year report “Dealers Websites are #1 with Women Buyers” we have decided to follow it up with more nuggets regarding your site, engagement and women shoppers.

As competition rises, it’s the right time for dealerships to focus on areas of improvement, engagement, and delivering a quality experience to women customers. Today we are focusing on low cost, positive and quiet changes that can make a big difference in showcasing transparency to women.

1. Provide Email and Direct Number Details: Make it easy for your women prospects to locate and contact the people that they are working with. Email addresses, direct phone or even a cell number is ideal.

2.  Professional Photos of the Staff on the Website: By posting professional pictures of your staff with their names and titles, it is easy for customers to give a face to the voice they have spoken to. Or, at least, it will lower any anxiety or mystery about whom they will be working with during the car buying process

Did You Know?

The #1 online destination for women shoppers is your website? That’s right, dealer’s websites are the top on-line source women visit when in the car buying funnel. Yet, one-third of women report that their dealer’s website was NOT helpful. Making the access, usability, color, content and design appeal as user-friendly as possible is paramount to YOUR business success.

3. The New Standard: No AOL or Yahoo’s in emails: A Hotmail or AOL email address on the dealership business card does not cut it today. Simply put, it comes across as unprofessional and dated. Certainly an Apple, Nordstrom or Lulu Lemon Sales Advisor doesn’t hand out their business card with an “aol” or “yahoo” email. When giving cards to women clients, make sure the email is professional and customized according to your dealership name.

4. Quick Access to the GSM or Sales Manager: Lastly, customer delays on hold can be inevitable when trying to reach the GSM, Sales manager or ISM. Still, it may be frustrating for women customers to wait and then interact with a receptionist because a voice mailbox is full.
Allowing customers to get through in seconds without long hold times can make a big difference to your women customers calling. Even if it means taking the call and saying hello just to set up a time to call them – it sends a message of transparency, interest and availability.

For more on Small Changes in your Digital Footprint Create Easier Access for Women, Click Here.

Want to Sell More Cars and Distinguish your Dealership to Women?  Click here

Did you receive a Free copy of the 2014 Women’s Car Buying Report? Click here

 
Good Selling!

Women’s Wednesday #11: What’s the NEW TOP Reason Women Buy?

Today’s Women’s Wednesday we are focusing on the new top reason women are buying from their sales advisor. Trust has always trumped price when it comes to buying from a sales advisor, but now, in our latest mid-year #bigdata report directly from women’s reviews, “trust” no longer has the top spot.

R-E-S-P-E-C-T! Aretha Franklin couldn’t define it better. Respect is now the #1 prerequisite to trust in the formula to selling to women.

The top 5 reasons women buy from their sales consultant are ranked as follows:

1. Respectful
2. Trustworthy
3. Likeable
4. Knowledgeable
5. Understanding

Did You Know?

The 6th reason women buy a car from a salesperson is price. Of course, it doesn’t mean that price is not important to women. It means that having a personable, empathetic, real, approachable, open, and friendly engagement is paramount first and foremost. Pretty much like a first date. Nothing can happen before she sums you up. You have to pass the first test – then, and only then will there be a discussion regarding the price of the vehicle.

Want to Sell More Cars and Distinguish your Dealership to Women?  Click here

Did you receive a Free copy of the 2014 Women’s Car Buying Report? Click here

For more on Engaging Women on your Website, Click Here.

Good Selling!

Mid-Year Report: Top Brands Rated by Women when Purchasing

After analyzing the car dealer reviews written by women when purchasing a vehicle from January through June, the information below summarizes the top 20 brands by Women Satisfaction Index® scores on a scale of 5.0 (perfect) to 1.0 (lowest). The average WSI® for all brands is 4.72 during this time period.

1. Mercedes-Benz – 4.98
2. Volvo – 4.96
3. Lincoln – 4.89
4. Dodge – 4.88
5. Mitsubishi – 4.87
6 & 7. Chrysler & Jeep – 4.86
8. Buick – 4.84
9. Volkswagen – 4.83
10. Lexus – 4.82
11. Chevrolet – 4.80
12. Ford – 4.79
13. Audi – 4.78
14. Toyota – 4.74
15. Mazda – 4.72
16. GMC – 4.71
17. Honda – 4.70
18, 19 & 20. Hyundai & Nissan & Subaru – 4.68

Women continue to make their mark on the industry by purchasing an estimated 50% of all cars and influencing up to 8 in 10 purchases. Yet, new research from Women-Drivers.com shows that 3 in 10 women are apprehensive about their car dealership visit when buying a car. In fact, 20% feel downright overwhelmed. Forward thinking dealerships understand the critical importance of establishing trust with their female clients the moment they walk onto the showroom floor or reach
out digitally. It is the only thing that matters to her; price is secondary. If rapport and respect cannot be immediately established, she will buy a vehicle elsewhere.

Dealers that use the Women-Drivers.com Certification to distinguish and market their store are selling more cars each month and their WSI® shows how satisfied – how happy – women are when buying their car. Further, the company goes beyond reputation management to an expanded level of really assisting dealers in understanding their women clientele. Dealers with 50 reviews or more receive their own customized WSI® Dealer DATA Report that helps take guesswork out of marketing to women. Click to view Demo.