by Anne Fleming on Apr 13, 2011
So a woman has stepped onto your lot and is looking to purchase a vehicle. What happens next
and the direction the visit goes is largely determined by how the dealership, specifically the salesperson, engages and influences her experience. Research shows that 45% of women feel apprehensive and 34% are intimidated when shopping at new car dealerships. The factors that lead to whether she stays or goes to the competition can be summed up with several factors that are fundamental to converting a female visitor to a happy and long-term customer:
- Treat her fairly and with respect, as the front negotiator. Be willing to work with her without any intimidation tactics, pushiness or condescending attitudes. If she is with her husband or a man, treat her as the front buyer and keep consistent eye contact with her.
- Maintain a relaxed and no-pressure environment, allowing her to feel cared for and listened to.
- Build trust by ensuring she understands the safety standards and warranty information. Appreciate that she may likely have children passengers. Answer all questions in a way she feels listened to, and make sure all her questions get addressed. Don't use words like 'always' or 'never' - she will stop listening.
- Make her experience enjoyable and educational, so she can drive away with more knowledge and awareness. Be the go-to knowledge provider and treat her with respect, which she will almost certainly share with her friends and family.
Women account for 54% of new car purchasers, and influence 82% of the purchases for the family. Successful women-friendly car dealers know how to have all their sales and service team members work with women buyers with finesse and respect.
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