Five ways for your dealership to gain a competitive edge

Your business’ success is powered by a growing customer base, increasing loyalty and customer retention.

Here are some innovative marketing ideas to increase your competitive edge by delivering more value to women customers.

Transactions in less than two hours

Do you know it currently takes a woman an average of three hours and 20 minutes to buy a car? Most women feel “highly inconvenienced” by this. Implement a marketing approach where buyers can seal the deal in two hours or less.

Offer test drives on call

Half of the buyers at a dealership are women – and most work, research shows. With professionals and moms on the go, a way to distinguish your dealership is by offering “test drives on call.” Bring a new vehicle to her place of business or home to test drive. This time-saving concierge service is attractive to women.

Provide access to tech experts

In the car itself, there are so many buttons and touch points on a dashboard. Who can remember all the things said during a test drive? Most buyers spend no more than five minutes learning about their NAV or tech packages and leave the dealership unfamiliar with these aspects of their new vehicle. Have classes for consumers to attend – post purchase – about their cars’ technology and perhaps some one-page cheat sheets for them. Having access via email, text, Twitter, Instagram or Facebook to your dealership’s technology expert is a must.

Ensure strong dealer reputation 

Women rely on car dealer reviews 50 percent more than men, because they want to get their car buying right, research shows. They really want to buy from reputable and trusted dealers. To build a strong brand reputation and attract more women buyers, dealers can get reviews from women shoppers and train their sales team to deliver the ultimate car-buying experience to every customer.

Acknowledge mistakes, customer value

It is difficult for businesses to acknowledge their mistakes. When it comes to client retention, “holding up your hand” in business is paramount. For example, when it comes to Reviews – keep it real and be transparent. Ask to have a one-on-one discussion with the consumer via telephone. Market your dealership in such a way so that all customers feel included and a valued part of the process.

Positioning your dealership in this way – and clearly communicating these services – makes clients and potential customers feel that your business is working in the clients’ best interest rather than just “selling cars and making money.”

091415 IL logo (Guest Blogger)







* Santander Consumer USA does not endorse Anne Fleming or the content of in any way. This blog’s opinions are not Santander Consumer USA’s opinions and Santander Consumer USA shall not be responsible for its accuracy, completeness or integrity.

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