Women’s Wednesday #63: The Science of Shopping vs Buying | What it Means to You

‘Buying a car’ versus ‘shopping without buying’ emits a varied set of emotions for women car buyers.

A new Women-Drivers.com study reveals that when there is money in the game, emotions dial up with the heightened sense of commitment. The data reported by women in the 2017 US Women’s Car Dealership Report shows that is it only natural when buying a big ticket item that the buyers excitement level escalates.

But there’s more than that.

When Purchasing, women report:

  • Confidence wanes by 9 percent
  • Nervousness goes up by over 10 percent
  • Feeling Overwhelmed increases
  • And, more.

5 Ways to help Position the Value of your Dealership and Bolster Women’s Confidence
The chances of an under-confident woman recommending your dealership to friends or family is not very high and, in fact, her negative emotion(s) could result in an unfavorable review. Buying a car is a big decision for anyone, and the sales process includes a series of emotions that can be positive or negative and can be greatly influenced by your sales team. Learning how to turn an apprehensive shopper into a happy, satisfied buyer will pay off now and in the future.

Women are buying 4.5 out of every 10 new cars. Business is competitive.

Make Selling, Advertising and Marketing to them a priority.