Whether they come in the doors of your showroom as potential buyers or as decision makers, women represent the key demographic you’ll want to win over. According to Forbes magazine, while men purchase approximately 60 percent of new and used cars, when women aren’t the primary buyers, in 85 percent of the cases, they will have the greatest influence on the car-buying decision process.
You should also consider the residual profits when you target women as car buyers and decision makers. In 65 percent of the cases, women are the ones bringing cars back to dealerships for service work. Annually, they spend approximately $200 billion purchasing and servicing cars at dealerships.
So, how do you sell cars to women?
While you might expect that women are emotional car buyers, in truth, they are not as easily swayed by a showroom full of shiny cars – by that new-car smell. Women are more apt to be driven by practical considerations when shopping for a car. And, where a man may be leery of admitting they don’t know something, women are not afraid to ask questions about the cars they’re considering.
Still, most women report having negative experiences when shopping for cars at dealerships.
What are car dealers doing to turn women off? Often, it comes down to a matter of patronizing women shoppers – assuming they’re uniformed or that they’ll choose cars based on the color of the car and nothing deeper.
To further answer that question, let’s look at what women want when shopping for cars. Ask yourself how you’re doing in regards to meeting the wishes of the women who come into your dealership:
- They want clear and precise information about the price of the vehicles they’re considering. They want to know about the car, the price, the warranty, financing and the process for purchasing the vehicle.
- They want to know about value, safety, reliability and quality
- They are less concerned about features
- From their salesperson, they want someone who is trustworthy, respectful and knowledgeable
This information may fly in the face of preconceived notions about female car buyers. However, it provides an easy to follow outline of how to sell to women who come into your dealership. There’s no need to patronize them. Play them straight and you have a better chance of closing a sale. Give them reason to think you’re playing them and they’re the first to walk away.