Drive to Success: Selling to Women

Drive to Success is a weekly series capturing the most influential articles, tips, and tricks from industry experts and publications to help drive your dealership to success. Each week will focus on a specific key topic in the automotive industry.

 

Women are a strong demographic in dealerships. Providing them with helpful experiences both online and in-store will help your dealership sell more cars to women.  After all, women control nearly 85% of car buying decisions.

1-Neuroscience and How it Impacts Selling Cars to Women

Digital Dealer: Understanding how the brain works can help your sales team approach a female buyer in a way that promotes more success in auto sales. Learn how your sales people can be more informed for women shopping for cars. She may seem like she is just browsing, but studies show that on average, women visit only two dealerships before purchasing a car.

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2-Advertising to Women Car Buyers

Digital Dealer: A study from the University of California at Davis shows that women influence 85% of car buying decisions. Women know what they want in a car, and they will buy from dealerships who acknowledge their car-buying rational. Make sure your dealership can effectively target a female-dominated demographic.  

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3-Report: Reviews Key to Attracting More Women Car Buyers

Auto Remarketing: Focusing on your online reputation can help you get more women buyers to your dealership. Women-Drivers.com reported that 41% of women said dealerships’ websites were not helpful in 2014. Overall satisfaction with your dealership online and in store is the key to winning over women car buyers.

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4-Women Driving Auto Industry, From Design to Dealerships

The Chicago Tribune: Dealerships should sell practical auto features like safety and comfort to women shoppers. Women are naturally more inquisitive, so avoid selling to them as if they do not understand or do not know what they want. If a woman’s overall experience and sale was fantastic, she is more likely to share that experience on social media and with her friends and family.

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5-Women in Majority as Car Buyers, But Not as Dealership Employees

Wards Auto: Women purchase 65% of new vehicles. How can your dealership make sure the majority of your women buyers are happy? Provide them with information so they can make more informed decisions about their car. Make sure your sales team is always honest and sincere with all customers. Finally, keep the car buying process simple and straightforward.

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Check back next week for another Drive to Success: Women in Auto. According to the 2015 NADA Annual Workforce Study, only 18.6% of dealership teams were women in 2015. Learn how your dealership can increase revenues by hiring and retaining more saleswomen.