How a male-dominated business can do a better job selling to women

Don’t neglect your female customers.

In the auto sales business, where four out of five employees are men, dealerships must ask themselves whether they are doing everything possible to give women a satisfying shopping experience.

Why does it matter? There are more women drivers than men (105.7 million to 104.3 million, according to a recent University of Michigan study cited by Women-Drivers.com).

091115 IL How a male-dominated business can do a better job selling to women

Not surprisingly, then, the website also reports that, one way or another, women influence up to 80 percent of vehicle-buying choices and account for half of all car purchases, while 46 percent of women shoppers purchase a vehicle on their own – no help required.

Those are scary numbers only if your dealership is not prepared to work with female customers, and that’s where our Inside Lane blog may be able to help with our new guest blogger, Anne Fleming.

Anne Fleming of Women-Drivers.com

Anne Fleming of Women-Drivers.com

Fleming, president, CEO and “car buying advocate” of Women-Drivers.com, came to the auto industry after 20 years in brand development and strategic product development for international consumer products companies like American Eagle Outfitters and Atlantic Luggage.

Women-Drivers.com has been featured in the Wall Street JournalABC NewsUSA TodayWorking MotherSmart Money, and other national media, and the company was named by DealerElite networking and best-practices website as a 2013 Most Interesting & Innovative Company.

Fleming also writes for industry-leading publications such as Auto Success, Digital Dealer and Auto Remarketing, and was named to the Class of 2013 Women in Remarketing by Auto Remarketing.

At Women-Drivers.com, Fleming seeks to connect women to women- and family-friendly dealerships and to help dealerships provide female shoppers a better customer experience, noting recently that “women are becoming extraordinarily important to dealerships’ bottom line.”

Women-Drivers.com describes its objective as helping to create “a new marketplace and paradigm, where, when a woman walks into any dealership, she feels like she is walking into her favorite Target or Nordstrom’s. She will be satisfied with her experience, knowing that whoever assists her will be respectful, trustworthy, and knowledgeable – each and every time.”

Fleming’s first blog post on five ways to deliver an outstanding service experience, will appear next week, followed by posts on the importance of responding effectively to poor service reviews, on new ways to advertise effectively to women, and on other useful subjects.

Meanwhile, if you have questions about working with Santander Auto Finance, talk to your SAF sales representative or area sales manager or request a visit from a representative online.

You also can visit Women-Drivers.com or contact the website here or phone 888-862-2106.

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