How to Create A Female Friendly Dealership
By: Jody DeVere
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Women tend to be more prepared than men when they walk into car dealerships. Women also buy more than half of the cars sold in America and influence 85 percent of all vehicle purchases, according to research. Consequently, auto manufacturers have begun including more female-friendly features. Although this is a step forward for women who can now find the models and features they want, many still find treatment at dealerships unsatisfactory.
Across the nation, many women feel intimidated when they enter dealerships, and research shows that 77 percent bring a man along on car-buying trips, even though the she will be making the decisions. There is still a lingering misperception about car salespeople and their historical reputation of suspicious maneuverings in trying to close a deal.
High-pressure sales tactics, smoking out front, salespeople lined up like vultures out on point waiting to swoop down on her and waiting rooms, showrooms or bathrooms that really need a good cleaning can really put off her motivation to do business with you. I recently I visited six dealerships that can be described exactly like this. Is this your dealership?
Research reveals that women are indeed stressed out about the economy. And as the primary household purchasing agents, what women are looking for from car dealerships right now is to build an authentically fair and respectful relationship in a safe, clean and friendly atmosphere with your sales and service department. You need to nurture a solid loyalty with women and your dealership or lose market share to your competitors who are taking steps to become more female-friendly.
Quick female-friendly dealership check list:
- A quick, effortless transaction.
- Sell to her, not to her boyfriend/dad/husband/brother.
- No haggling on pricing. Quote a price and don't resort to games about getting that number lower.
- If a deal is struck, make everything clear up front. Don't try to add on services or upgraded features at the end of the transaction.
- Offer comfortable and clean seating, restrooms and a play area for children.
- Follow up with her after the sale.
I know this is a generalization, and may not apply to the luxury brands market, but overall, the experiences shared by women with me about their experiences with dealerships are far from spectacular. Car dealers could increase profitability by simply treating women like valuable customers.
Jody DeVere is the CEO & president of AskPatty.com. She can be contacted at 866.849.9973, or by e-mail at jdevere@autosuccessonline.com.
This article originally appeared in the May issue of AutoSuccess Magazine.
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