Digital Dealer - November 2017 - 27

sites they are visiting
 How many 'Like"
dealer's Facebook page
 How many find dealer's website helpful
 Preference in communication follow up;
email, text or phone
B. OPTIMIZE THE
CONSUMER JOURNEY
AND EXPERIENCE
 Top reasons women

buy from their sales advisor
 What customer did
not like about the dealership visit or their sales
advisor
 Did not buy from the
brand dealership closest
to them
 Distance they are
travelling
 Amount who have
purchased here before
 Percent that plan to
return to dealer's service
drive and when
 Reasons why women
do not return to dealer's
service drive
5 INTAKE INSIGHTS

The notion that price
is important to women is
nothing new. Consider it
a given.
Year after year, however, the feedback women
provide proves that one
thing matters even more
- the quality of a dealer's
Sales staff. Hands down,
they say, the treatment
they receive is the No. 1
predictor of whether they
will buy from a particular
dealership. What does
that mean? It means
devising and delivering
a memorable shopping,

purchasing and servicing
experience.
This is one example
of how insights gleaned
from WSI® Dealer Data
reports can directly benefit dealerships. Yet, women also report that their
No. 1 choice of resource
is their local dealership's
website, where they
search for information prior to making a purchase
decision.
Women report that
websites that are
product-driven are less
appealing than ones that
are lifestyle-based. A
winning website illustrates how a particular
vehicle or dealership will
help meet her day-to-day
needs, whether it involves
transporting children, toting a kayak or carpooling
with coworkers.
What other results can
dealerships look for to
beef up their bottom line?
Performance can transition showroom Sales
Advisor signals from
customer awareness into
a call to action.
(5) WOMEN'S
INSIGHTS OF BENEFIT
TO DEALERSHIPS:

1. Help her trust you Quickly engage conversation warmly.
2. Treat her with
respect - Participate by
listening closely to what
she has to say.
3. Satisfy inquiries
presented - Thoroughly
answer each question,
showroom or offline.
4. Appreciate her effort

- Know the importance of
time and money at hand
5. Follow her lead Honor the research and
leverage a woman brings
to the showroom.
While these may sound
like no-brainers, half of
women report they go
to 3.2 dealerships, on
average, before making
a purchase. The other
half, however purchased
new vehicles on their first
visit! Key differentiators
included a sense of feeling respected, listened
to and validated-all of
which helped them trust
in the Sales Advisor and
purchase process.

CLIENT-CENTERED
APPROACH

The insights outlined
above suggest a need for
one thing: a client-centered approach.
While women certainly appreciate vehicle
or product knowledge,
dealership teams routinely earn well regarded reputations among
female customers when
their approach translates
as trusted advisors rather
than information repositories. Related optics bear
this out, with advanced
analytics showing a clear
connection between
women's car buying
needs and their customer
service expectations.
The same goes for
car dealers who ensure
that women's needs (and
voices) are represented
in online or print advertising-and reviews.

Alongside Sales Advisor
demeanor and great
value, the 2017 U.S.
Women's Car Dealer
Report notes that dealer
reputation ranks among
a woman's top three
reasons for choosing a
dealership.
DEALER
DISTINCTION

Dealers who integrate
the customized data
available from their very
own women consumers
have the opportunity to
boost both their sales
performance and reputation by speaking directly
to the needs of the women driver's marketspace
in their region - thus
gaining market share.
In addition, dealers
learn how a woman
processes the poignant
balance of wish list goals
with her shopping choices
at the showroom level.
Top dealers are transforming their sales and
shaping future showroom,
shopping and buying actions for women consumers. Find out why women
travel longer distances to
do business with a dealership that establishes a
trust, the kind that opens
doors for more increased
sales volume.
ANNE FLEMING is
president of Women-Drivers.
com, which has innovative
solutions to assist dealers
in showcasing their trust
+ commitment to women
buyers and in turn expand
their sales to this powerful
buying segment. EMAIL:
anne@women-drivers.com

D I G I TA L D E A L E R . C O M

NOVEMBER 2017

27
http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - November 2017
