Let's Talk About Women
Gerry Myers
If more than 50 percent of the population are women and they purchase more than 50 percent of all vehicles, why are some dealers still in denial about the importance of the women's market?
If more and more women are entering the work force, why is the percentage of women working in dealerships not significantly increasing?
If more and more women are online, and in the future will probably make the majority of online purchases, why are automotive Internet sites not appealing more to women?
If the industry is in flux and the world is changing at a rapid pace because of many factors including technology advances, why are so many dealerships stuck in time?
While I have answers to some of these questions, some are still mysteries to me. When times are good, dealers often feel they are doing things right, so why change? A healthy, growing economy generates record sales, but it also camouflages problems. Dealers often don't take time to take stock of their operations until it is too late.
Being female-friendly and family-oriented is important if a company hopes to get and keep good people-men or women. The turnover rate in many dealerships continues to remain high, draining profitability and reducing the database of long-term loyal customers. To ensure that employees treat customers with the utmost respect, the employees must feel they are being treated that way. Employee satisfaction leads to customer satisfaction. Conversely, employee dissatisfaction usually leads to customer dissatisfaction. If customers, men or women, are experiencing intimidation, dishonesty and/or a lack of integrity, perhaps that is a philosophy that is permeating throughout the dealership.
The importance of respecting women customers and employees starts with management and filters throughout the organization. If women aren't appreciated and valued by management, they won't be important to the sales and service people either.
Tips to Improve Customer and Employee Satisfaction
- Consider flextime or team selling to allow each of your employees to "have a life."
- Hire good people and then empower them to do their job.
- Create a female-friendly and family-friendly culture from the top down.
- Provide customer service and sales training in addition to product information.
- Hold everyone accountable.
- Furnish statistics to your staff on why the women's market is essential.
- Develop a strategy to increase women in sales and service positions. In fact, make it a priority.
- Address women's concerns openly and honestly.
- Analyze and respond to compliments and complaints.
- Openly back women's issues, programs and charities.
- Encourage your staff to become more involved in the community.
Options and Alternatives
Today buyers have more options than ever. In 30 minutes, from the comfort of their own homes, potential buyers can get more data on vehicles and purchasing tips than they probably could have learned in weeks of intense research 10 years ago.
Today, cars and trucks can be purchased via the Internet with negotiations being handled online. The buyer only has to go to the dealership to pick up the vehicle and sign the papers. Some sites let buyers order online and will deliver to their homes or offices, allowing the purchaser to skip the dealership entirely.
Courting Customers So They Want to Visit Your Dealership
Smart dealers know and give customers reasons to come to them. Whether you offer an elegant and clean facility, extraordinary service or great promotions, buyers want to do business with people they like and trust. By providing a facility and experience that is customer-friendly and developing a staff of knowledgeable, professional sales and service people, dealerships will increase their ability to attract first-time customers, referrals and repeat buyers. Having a reputation for valuing each and every customer, and creating an environment in which women enjoy their experiences at your dealership rather than dread it, will spread like an epidemic.
The Golden Rule should be revived in the automotive industry. Treat men and women as they would like to be treated.
Gerry Myers, president of The Myers Group, provides consulting, keynote speeches and training on marketing and selling more effectively to women. She is the author of "Targeting the New Professional Woman." gmyers@dealeronline.com
