The car business is a man's business. Or is it? It may come as a surprise to many car manufacturers, dealers and sales representatives that women are the purchasers of nearly 50 percent of all cars and trucks and influence the purchase of many more - up to 65% in some surveys.
Car dealers that still believe they are living in a man's world are not just holding on to the past, they are losing potential customers. What then, can dealers change - or add - to the car buying experience in order to attract the majority of their buying customers and maintain their loyalty?
KISS her.
Not that kiss. Rather the old adage, Keep It Simple, Stupid. Women, who often combine duties of motherhood, full-time employment AND shopping for food, clothes and cars, are looking for a stress relief. A typical woman customer will be more likely to buy at a business that offers efficiency, ease, and peace of mind. Keep it short, straightforward and honest.
Not only do women balk at or even resent a difficult buying experience, where hours of posturing may only result in a $500 savings, they are often more deliberate decision-makers. Most women will spend a great deal of time on research and information. Often, by the time they get to you, they have searched the 'Net, talked to friends, called their father (or mother!), read
Consumer Reports, etc. On one hand, this makes a "hard sell" more difficult. A typical woman knows what she wants and knows its fair price. On the other hand, when a woman walks into a dealership, she is ready to make a deal.
According to Miriam Muley, Executive Director of Marketing and Sales at General Motors, "The conversion rate from shopping to purchase in the showroom is generally higher for women than it is for men. When a woman walks into a dealership, she is more likely to get a sale closed than a man. She has done her work. She is ready to buy. Don't take them for granted in the selling process."
Which brings us to our second point...
The Power of a First Impression.
Women are far more likely to choose one dealership over another based on a first impression. Stereotypically, women tend to keep house more than men do. So, if something is out of place on a storeroom, they don't ignore it. They might even try to put it in its place. A clean, friendly environment with inviting, smiling faces will keep women in the showroom much longer than the opposite
Take for example, the Wal-Mart greeter. Sound like a cliché? Not if you are trying to attract a female buyer. Women want to feel welcome.
Make her feel at home. Including women at every level of staffing provides a more welcoming environment, and illustrates the dealer's respect for women as professionals. This will make an impression that lasts much longer than the fleeting first one.
Which brings us to our third point...
The Board of Directors.
Yes, it is a stereotype, but women talk to their friends. More importantly, women listen to their friends, particularly when it comes to buying decisions. While a car salesperson cannot control the outside influences affecting any woman's buying decision (unless, of course, they start hanging out in beauty salons) they can affect the chances that a good car buying experience will be retold to one woman's countless friends.
Providing a good experience, including a good first impression, and respecting her decision-making ability and time, may create a loyal customer and numerous referrals.
Which brings us to our fourth point.
Get Personal.
For women EVERYTHING is personal. To your female customer, a sale is much more than a transaction ending in a product she needs. As we noted above, the experience is just as important as the product. Therefore, the result - a car sold -- will be dependent on how she feels about the relationship between the product and its service personality. On an average, men are far more tolerant of weak customer representatives. Women, on the other hand, often become more engaged in a representative's actions and personalities. Sound training for staff in the areas of customer service and respect is well worth the time invested.
While personal attention directed toward the woman is critical, women more than men often have more than just themselves along for the car-buying ride. So...
Make it kid-friendly.
Women, on average, are more likely to have children accompanying them when they are shopping for automobiles. We have stated how important the buying experience is for a woman, and keeping their children happy often factors into the experience. An austere environment that screams 'adult' will often be a turn off and lead to a bad first impression. Additionally, women want to shop where their children want to go. Thus, balloons, children's activities and an overall kid-friendly environment will keep a woman in the showroom longer, resulting in better chances of a sale. That said, even a three-ring circus couldn't entertain the average three-year-old throughout traditional pricing negotiations dealers endorse. So do yourself a favor, skip the third trip to the manager's office.
Finally, remember your p's and q's and your R-E-S-P-E-C-T. How often has a mature, successful woman been asked, "Where is your husband?" when shopping for a car? Or been ignored by salespersons who do not consider her a 'decision-maker'? More than any man can imagine.
Women not only make some 65 percent of car buying decisions, they will command some 60 percent of overall U.S. wealth by 2010. So instead of asking "where is your husband?" just ask, "how can I help you today?" And smile.
• Ivette Dominguez is the owner of Alpine Buick Pontiac GMC, a female friendly dealership located in south Denver. With a focus on providing outstanding service to families and women, the dealership is building a reputation for providing courteous, honest service. She can be reached at 303.932.8000 or ivette@alpinegmc.com