Women’s Wednesday #4: Want the REAL Reasons Women Buy from their Salesperson?

Welcome to Women’s Wednesday!
Dealers who “get it” know that the key distinction in optimizing sales to women is having exceptional sales advisors who offer exceptional service. But what does that really look like? 
Women tell us directly through our car dealer review platform what works for them when interacting with a sales agent.  Below are their top 5 reasons for buying a car from them: 

  1. Trust  52.3%
  2. Being Respectful  52.1%
  3. Likeable  47.8%
  4. Knowledgeable  45.6%
  5. Understanding  40.6%

These percentages add up to more than 100% because reviewers can submit multiple answers.
NOTE: Coming in at 34% was the ‘price of the vehicle’. It is important, but ranks 6th overall. Clearly, connection and relationship are pivotal, outranking price.

  1. Trust:  Women buy from those they trust.  It’s essential to build trust – that rapport can take just a matter of minutes to create. The best way to build trust is to provide valuable and relevant information, quality guidance and advice. Be honest and never try to make a forceful sale because that is a complete turn off.
     
  2. Being Respectful: How women are treated matters. In fact, it’s the only thing that matters. Without respect, nothing else gets too close to a purchase.

Did You Know?

The pathway to providing respect to any woman visiting your showroom is: a) acknowledge her presence b) ask questions c) find out what she is looking for d) listen and e) repeat ‘d’

  1. Knowledgeable:  Women buy from those who are knowledgeable and informative. Since they may not have purchased a vehicle in a number of years and  technology has changed dramatically, they want to be provided with complete and comprehensive information.
     
  2. Likeable:  Likeability is definitely a trump card. Studies show that women buy from sales advisors who are likeable and friendly. It is easy to talk to a friendly person rather than someone who  is dismissive or doesn’t listen well. Maybe even lightens thing up during a stressful purchase with a smile or a joke.
     
  3. Understanding:  Being understanding is vital to meeting a buyer’s expectations. Women buy from those who are concerned and empathetic rather than pushing their own opinions or ‘spiffs/bonuses” on them. Successful sales ambassadors listen to women needs and wants. They are also extremely cooperative and patient.

Want more information on this all important topic, Click here to read. 
 
Want to Sell More Cars and Distinguish your Dealership to Women?  Click here to learn more.
 
Did you receive a Free copy of the 2014 Women’s Car Buying Report? Click here to download 

 
Kind regards,

What are the 5 Reasons Women Buy from their Car Sales Advisor? Hint: Relationships Rule and it Ain’t Money

When it comes to buying expensive commodities like cars, the ‘dissonance’ factor is incredibly high. After all, it is a costly purchase and nobody wants to go wrong when closing the deal.

1) Scenario One: The woman buyer likes + trusts the salesperson and loves the car.
Outcome: Woman purchases at this dealership and returns to the service drive as a customer, also.
2) Scenario Two: The woman shopper does not like or trust the salesperson, but loves the car.
Outcome: If the salesperson had connected with the buyer, the sale would have been made. However, the opportunity was lost. The buyer felt no effort or intentionality was put forth, and leaves the store. She will buy elsewhere.

According to the recent 2014 US Women Car Buying Report, women are becoming the most powerful and largest segment of car buyers, presenting a plethora of opportunities for dealerships and salespersons to capture more sales.

Savvy sales advisors know when selling a car to a woman that they are not simply selling to someone who is taking “inventory off the lot”, or is selling to another “up”, or a “number”, or “helping to make our month”.

Dealers who “get it” know that the key distinction is having exceptional sales advisors who on-goingly offer exceptional service. But what does that mean? From thousands of reviews on Women-Drivers.com, women customers are telling exactly what works for them when interacting with a sales agent. Here, we share the top 5 reasons they buy from their sales advisors:

  1. Trust 52.3%
  2. Respect 52.1%
  3. Likeable 47.8%
  4. Knowledgeable 45.6%
  5. Understanding 40.6%

These percentages add up to more than 100% because reviewers can submit multiple answers.

NOTE: Coming in at 34% was the ‘price of the vehicle’. It is not the top consideration – it is important, but ranks 6th overall. Clearly, connection and relationship are pivotal.

2 Reasons Women Buy from their Car Sales Advisor – Trust and Respect

Let’s now take a look at each of these 5 reasons and how contrasting scenarios can play out at the dealership:

1. Trusting

Women buy from those they trust. Therefore, it’s very essential to build trust immediately – that rapport can take just a matter of minutes to create. The best way to build trust is to provide valuable and relevant information, quality guidance and advice to women buyers. Be honest and never try to make a forceful sale because that is a complete turn off.

If the woman likes the vehicle and does not trust the sales person, she most likely will walk out of the dealership without making a purchase. Conversely, if she likes the car and trusts the sales person, the buyer will purchase the vehicle.

2. Being Respected

Scenario 1: A woman walks into the store and is overlooked by two sales persons who are talking to each other. She walks the store for 10 minutes and is not approached by either sales person, one of whom is one the phone and the other is using a tablet. After she asks a question, the one advisor responds to her. His reply is short and unenthusiastic.
Outcome: The woman feels like no one had time for her and like she was an intrusion. So, she leaves and heads to another dealership down the road.

Scenario 2: A woman walks into the store and the sales advisor greets her with a smile and welcomes her. The sales advisor is enthusiastic and friendly. He asks the woman if she would like cold water or carbonated soda. Next, he asks her what kind of car she is looking for and then accordingly guides her through the store, provides her quality information about different models in the store in a friendly manner, not forceful. The sales advisor answers all the questions and concerns and makes sure that she enjoys her visit even through today she is just shopping. He provides his business cards and reassures her that she can call or email with questions about anything at this store, or even competitive questions about other branded models.
Outcome: The woman feels informed and respected. She enjoyed her experience. She believes once she concludes on buying versus leasing, she will return to this dealership to buy a car from this individual.

How women are treated by their sales advisor really matters. In fact, it’s the only thing that matters, initially. Very often, without respect, nothing else gets too close to a purchase. The best way pathway to provide respect is to a) acknowledge her presence, b) ask questions, c) find out what she is looking for d) listen and e) repeat ‘d’.

3 More Reasons Women Buy from their Car Sales Advisor – Knowledge, Likable, Understanding

3. Knowledgeable

Women buy from sales men or women who are knowledgeable and informative. Since they may not have purchased a vehicle in a number of years and the technology changed dramatically, they want to be provided with complete and comprehensive information including features, mileage, price and safety features.

Scenario 1: A woman buyer walks in the dealership. It’s the first time that she has purchased a vehicle. The sales advisor briefly answers only those questions that she asks. She does not provide ‘above and beyond’ valuable information that can assist the prospective client further in making an informed buying decision.
Outcome: The woman buyer decides to leave the dealership and go to another nearby store.

Scenario 2: A woman buyer walks in the dealership. It’s the first time that she has purchased a vehicle. The sales advisor welcomes her, answers all her questions comprehensively and provides her valuable information about the new technology and latest features in the cars in store. She also provides the prospective client with information on buying versus leasing payments per month, including estimated warranty costs.
Outcome: The women buyer feels informed and closes the deal successfully with full confidence.

4. Likeable

Likeability is definitely a trump card. Studies show that women buy from sales advisors who are likeable and friendly. It is easy to talk to a friendly sales advisor rather than a stern looking one, or one that is dismissive or doesn’t listen well. This just makes sense – women want to connect with someone who is pleasant and has good eye contact and makes her feel at ease. Maybe even helps her laugh during a stressful situation like buying a car.

5. Understanding

Understanding is vital to meeting a buyer’s expectations. Women buy from those who are concerned and empathetic rather than pushing their own opinions on them. Successful sales ambassadors listen to women needs and wants. Also be extremely cooperative and patient. As compared to men, women perform extensive research before they finalize their car buying decision. She feels heard and listened to. She acknowledges the sales person’s cooperative attitude and finalizes her car buying decision.

Women’s Wednesday #3: Relevancy of Reviews – Timing is Everything

Welcome to Women’s Wednesday!

Have you ever walked into a store or visited their website and seen an award that says “Voted #1 in 2010”?
 
Doesn’t that beg the question and make you wonder what happened since then; who has won it this year?
 
This situation can be likened to when car dealers have a lapse in (getting) consumers reviews on dealer review sites – like Google, Yelp, Dealer Rater, Women-Drivers.com etc.  On our site, we have some dealers with great overall scores, but they haven’t had a single review in three months. That sends mixed signals and red flags to customers.
 
Why?
 
Think about it…. having an exceptional score has a lot less credibility to your prospects if there is a huge gap in time with the reviews last posted. It certainly is an indicator that something has changed and could even be detrimental to your business!

Did You Know?

67% of women say they are less likely to purchase a product they were considering after reading negative online reviews – and old reviews can have the same effect.

Here are 15 Best Practices to put in place with Women and Your Reputation, Click here to read.
 
Want to Sell More Cars and Distinguish your Dealership to Women?  Click here to learn more.
 
Did you receive a Free copy of the 2014 Women’s Car Buying Report? Click here to download 

 
Kind regards,

Women’s Wednesday #2: Top Reasons Women Buy from Car Dealerships (Hint: Price is NOT #1)

Welcome to Women’s Wednesday. When women perceive they are not treated the way they expect at car dealerships, 65% leave and do not return. That’s a lot of business walking out the door and buying down the street. What can your dealership do to turn more browsers into buyers? We compile a lot of data from dealer reviews, and below are the top three reasons women buy from the dealership they do.

1. Treatment by Sales Person
How well women are treated is the single most influential factor when it comes to buying from a dealership. Women typically evaluate cars on the same grounds as men like price, mileage, design and safety features. However, the deciding factor of whether to close a car deal is greatly dependent on her interaction with the sales advisor.

Treating her with respect is paramount. Show her that you are glad she’s come into your store, acknowledge her presence, put the smart phone away, and listening to her questions are all part of a winning formula. All this may not matter quite as much to men, but it is highly effective in selling to women car buyers. These little things go the distance in winning a customer for a long-time, maybe even a life-time.

2. Best Price or Deal
The second reason women buy from a dealership is the price of the car. Women prefer to buy from dealerships that understand their needs and budget and don’t try to push them into buying cars that exceed their budget.

3. Car Dealer’s Reputation
The car dealership’s reputation really matters – especially to women – as they are more apt to researchband use car dealer review sites than men. They want to make an informed decision where they shop so they don’t waste time and have no regrets.

Did You Know?
Women are 3 times more likely to leave a review – and, a higher scoring review – than men. So, be sure to ask for reviews from your female customers! If you want to be the go-to-dealer in town, deliver the ultimate car buying experience to every woman who walks in your store.

For more on this topic, click here.

Women are the fastest growing segment of buyers. Market to them before they walk into your store by showing your transparency with your Certified Women Friendly logo.
Sign up and learn more here.

Did you get your free copy of the 2014 Women’s Car Buying Report? Click here.

Best regards,