Of course there are many reasons why you should do more to accommodate female customers, but it matters not whether or not you believe it is the "politically correct" thing to do-do it because it will increase your business, or your competition will.
First Impressions Count
There are a number of ways to increase the comfort level women customers feel when they enter a dealership. The first, and most obvious, is the appearance. A clean, open environment is more inviting than a dark, dingy atmosphere. Green, lush plants enhance the décor and create a warm, friendly feeling, whereas non-personalized, stark cubicles provide a colder, more aloof impression. Areas for children, work areas, and comfortable waiting rooms are essential today for a state-of-the art facility. Children's sectors can range from elaborate outdoor play equipment to a corner with toys, a workbench, TV, VCR, and assorted videos. Clean, properly stocked restrooms are another must. Dirty, inadequately supplied restrooms indicate sloppy business practices, insufficient attention to detail, and a lack of concern for customers' needs and comfort.
How Innovative Is Your Operation?
Many newer dealerships are housing small restaurants and other types of unrelated businesses in order to better serve escalating expectations and demands. Some have kiosks that help customers locate vehicles with specific features more easily. Gift shops, after-market sales, rental cars, and insurance needs are being offered to provide customers more services under one roof.
Are You Providing Training and Sales Tips that Work with Women?
Women notice when the dealership has female sales consultants, service advisors, or managers. They frequently make assumptions about the philosophy of the dealership based on their observations as well as their experiences.
Dealerships should provide training in the differences, as well as the similarities, between male and female customers. They should respect and appreciate women as customers, realize they control the purchase decision in more than 80 percent of sales, and listen attentively to them.
The number one complaint from women is that dealership personnel don't listen to them or validate what they say. Be sure your staff asks questions, comprehends the answers and takes action accordingly.
· When greeting couples, sales consultants should shake hands and introduce themselves to both people. They should hand each a business card, regardless of who is the actual purchaser of the vehicle.
· When doing the test drive, be sure the woman is offered the opportunity to drive the vehicle. Make sure she is an integral part of the demonstration and explanation of the features and benefits of the vehicle.
· Sales people need to be professional, knowledgeable, and build rapport and trust. Women build relationships with people they do business with. They want to confidently refer business associates to their female friends, neighbors, relatives, colleagues, and acquaintances.
· Sales and service people must spend time up-front to develop trust with women that will pay off in repeat business and referrals.
Are Your Advertising and Promotions Appealing to Women?
In addition to the physical facility, management's philosophy, the staff's training, and the sales techniques implemented, do your promotional efforts and advertising appeal to women? Are you giving discount tickets to sporting and automotive events only, or are you also providing tickets to museum exhibits and theaters? Are your ads confusing and misleading or written with integrity and clarity?
Do you have functions, such as car care clinics, new car orientations, and speakers that bring women in and keep them coming back? When planning get-togethers for women, be sure that you don't over-feminize the process. Pink invitations, Powder Puff Clinics, and overly simplistic language all reinforce negative stereotypes and are patronizing to women.
What Are You Doing to Build Relationships?
Dealerships should strive to build long-term relationships with all customers, but this is extremely important to women. Offer services that are convenient and reduce stress. Tell customers that you respect them and their time.
· Be flexible and helpful in the hours you are open, especially in the service department. Many women, as well as many men, find it difficult to get to the dealership by 7:00 p.m. on weekdays or by noon on Saturdays.
· Making appointments will better accommodate women's busy schedules.
· Calling with reminders or sending notices when oil changes are due is another way to keep your name in front of the customer while providing an important service.
The best thing is that men as well as women will like an environment that women consider female-friendly because in reality, it will be a customer-friendly, customer-oriented place of business-one where both men and women feel appreciated and valued.
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.# gmyers@dealeronline.com