Automotive dealerships have experienced dramatic changes the last 25 years. Many have kiosks within the dealerships assisting customers in their search for vehicles. Others have built their own web sites and have a growing number of Internet sales. Whereas customers in the past have primarily scanned the pages of Consumer Report for facts on cars and trucks they were considering, today potential buyers are surfing the Information Highway gathering reams of data on new and used vehicles.
Additionally, the physical appearances of dealerships have changed. Many no longer represent just one franchise, but a variety of both import and domestic brands. Independently owned franchises compete with mega-stores and chains, many of which are publicly held.
Along with technological and ownership innovations, there has also been a shift in the look of salespeople and customers. Today, dealerships have women in every aspect of the store from sales positions and service areas to finance departments. In addition to their expanding role in dealerships, there are far more women customers than in the past.
Although technology has transformed the industry, many dealerships have been slow to create web sites and utilize other technological advances. They have been even slower to adapt to female employees and customers. Changes are necessary to hire and retain top salespeople-whether they are men or women. High turnover is costly, and it has been accepted for far too long.
Better-trained sales consultants, service advisors, receptionists, cashiers, and managers are essential to creating a more professional atmosphere for customers and employees. Dealerships should implement more discerning hiring practices, encourage more empowerment, and mandate that everyone is held accountable. As the "old culture" of dealerships fades to allow for new ideas and innovative processes, a more female-friendly environment must evolve.
Many managers still don't acknowledge that significant differences exist between the genders and the impact that has on their bottom lines. By understanding the differences and using them to their advantage, dealerships will increase their profitability, loyalty, and customer base.
Be sure your dealership is female-friendly. Just the other day I was in a dealership helping my son buy a SUV, when the salesman called me "dear." Terms of endearment such as "honey," "sweetie," or "dear" don't belong in business situations and are not professional. In this same dealership, we were lied to, misled, and insulted. Needless to say, we bought elsewhere. Everyone says "these things don't happen anymore." I am living proof that they still do, and in greater numbers than most people imagine.
Ignoring women who are "shopping around" will also lose sales. Women gather more information than men do, but they are buyers who spend in excess of $80 billion annually on new vehicles. They are worth the extra time and effort it takes to make the sale because generally they are more loyal customers and tend to refer more people than men do.
There are easy ways to get women involved in the sales process early on and thus on your side. For instance, when a couple approaches you, give them both business cards, make sure you answer all questions from either party and include both on the follow-up thank you note. After all, if a couple is in the showroom, both are your customers.
Women pay more attention to clean service bays and prompt, friendly service. These are important elements to keeping women customers after the sales process. Dealerships that have play areas for small children are also more appealing to women.
As customers' demands continue to spiral, dealers who go beyond what is expected are the ones who will thrive in the future. Customer service and satisfaction are what builds loyalty, especially with women.
With more women customers, dealerships need to attract and retain more women in sales and service positions by making the workplace more employee-friendly. Less than 15 percent of sales, F&I, and service personnel are women, and this includes a miniscule number of female managers. After all, it's not as though high turnover is not already a problem with men. Team selling, more flexible hours, and better pay structures are just a few topics that necessitate serious consideration.
While things continue to change and evolve, some things remain the same. Good people, men or women, work where they are respected, comfortable, and can earn a good living. To increase your odds of positive experiences with personnel and customers,
· Be sure your staff has sufficient knowledge of the product and contemporary sales procedures, especially as they relate to women.
· Teach listening skills.
· Provide mentoring, empowerment, and promotional opportunities.
· Be innovative in structuring dealership policies.
Nothing is static in today's world-not your product, salespeople, or customers. Your customers have more options than ever. They can research and buy vehicles via numerous Internet sites, as well as compare information and experiences in chat rooms. Both men and women will continue to buy a variety of vehicles. The only question is, will it be from you or your competition?
Gerry Myers, president of the Myers Group, provides consulting, keynote speeches, and training on marketing and selling more effectively to women. If you have specific questions or require more information about this subject, please check the appropriate box on the reader response form on page 3.#