4 Things Smart Dealerships Do when Women Buyers Visit
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.
Posted by DigitalCarGuy.com at 4/14/2011 4:17 PM 
Categories: website, Classic Automobiles, CRM, Sell, Women, Buy
Tags: sell buy women
Categories: website, Classic Automobiles, CRM, Sell, Women, Buy
Tags: sell buy women
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