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Will your reputation with women shoppers open window of opportunity?

What are the various elements in creating great chemistry with women visiting your dealership?

The good news? Half of all women buyers shop at only one dealership. The bad news? Six in 10 women report that once they leave a dealership and didn’t buy, they never return there.

You have a small window to make an outstanding impression.

SC-BLOG_50904-8 (Inside Lane Guest Blogger Image)-03This series has been exploring key elements in attracting women shoppers and turning them into customers, including your website, social media activity, advertising, store environment, sales engagement, F&I experience, service and dealership reputation.

That concludes with some important considerations about your dealership’s reputation:

All of the previous suggestions contribute to your overall reputation, but how do you know if you have really created the right chemistry?

Solicit fair and accurate reviews, thanking and acknowledging your customer’s contribution to your dealership’s success and fostering transparency. Be sure to use reviews by and for women in your advertising, outbound emails, web site and social media.

A director of customer experience can take a true pulse of your customer’s journey and chart course corrections if necessary.

With your dealership’s help, your customer can be confident and comfortable throughout her interactions. She can drive away in a car that she loves, feeling satisfied and excited about the purchase.

She can feel comfortable communicating with your staff and feel empowered knowing she has a thorough understanding of her car deal and your ongoing commitment to her satisfaction.  If she has a question about her car deal, she knows exactly who to call.

She is eager to share her exceptional experience with others and give glowing reviews and referrals. When it comes time to trade up, she doesn’t hesitate to return to your dealership for her next vehicle.

For more on the writer, see the blog post How a male-dominated business can do a better job selling to women introducing this column to Inside Lane or visit Women-Drivers.com.

091415 IL Women-Drivers.com logo (Guest Blogger)

 

 

 

 

 

 

* Santander Consumer USA does not endorse Anne Fleming or the content of Women-Drivers.com 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.

Don’t let the chemistry go cold when it’s time to service her car

What are the various elements in creating great chemistry with women visiting your dealership?

The good news? Half of all women buyers shop at only one dealership. The bad news? Six in 10 women report that once they leave a dealership and didn’t buy, they never return there.

You have a small window to make an outstanding impression.

SC-BLOG_50904-8 (Inside Lane Guest Blogger Image)-03This series will explore key elements in attracting women shoppers and turning them into customers, including your website, social media activity, advertising, store environment, sales engagement, F&I experience, service and dealership reputation.

That continues with some important considerations about your service experience:

When the papers are signed, the next chemistry to develop is between a buyer and the service center.

She will interact with another group of people and personas entirely, and she may not meet them until one or three or five months after she bought her vehicle. It can be like starting cold, but shouldn’t be, because this critical relationship can deliver revenue to your dealership for five to eight years, and can result in your customer buying her next car from you as well.

Getting a car serviced is rarely a welcome task, so be sure she knows that the service you provide is trustworthy and safe, and take steps to ensure convenience and comfort.

A courtesy vehicle is a must, as well as a comfortable waiting area with Wi-Fi.

Dealerships that build great chemistry go beyond the standard offerings and provide healthy snacks and beverages, PlayStations and child play areas, as well as a workout room and business lounge. A waiting customer can be offered educational videos to learn more about her car and servicing.

Consider adding retention programs like birthday cards and coupons, bring-a-friend events, women’s seminars and frequent customer rewards.

And when she picks up her car, she will thank you for that car wash and vacuum.

For more on the writer, see the blog post How a male-dominated business can do a better job selling to women introducing this column to Inside Lane or visit Women-Drivers.com.

091415 IL Women-Drivers.com logo (Guest Blogger)

 

 

 

 

 

 

* Santander Consumer USA does not endorse Anne Fleming or the content of Women-Drivers.com 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.

Preserving the chemistry of the deal in the finance office

What are the various elements in creating great chemistry with women visiting your dealership?

The good news? Half of all women buyers shop at only one dealership. The bad news? Six in 10 women report that once they leave a dealership and didn’t buy, they never return there.

You have a small window to make an outstanding impression.

SC-BLOG_50904-8 (Inside Lane Guest Blogger Image)-03This series is exploring key elements in attracting women shoppers and turning them into customers, including your website, social media activity, advertising, store environment, sales engagement, F&I experience, service and dealership reputation.

That continues with some important considerations about your F&I experience:

Once a woman goes from shopper to buyer, the chemistry moves to the finance and insurance department.

This phase can be very stressful.

Now your customer is dealing with a new personality, someone that may be more Type A and will not have the same personality as her sales ambassador. Did she get a fair price?  Can she really afford the payments? Is this really the right decision?

At this stage, a woman buyer will look for reassurance, a seamless transition and straightforward answers.  If she perceives she is being coerced or her questions aren’t being answered to her satisfaction, she will become uncomfortable, and that can unravel the entire buying experience.

Keeping it easy, being patient, and being a solution provider here is a must.

For more on the writer, see the blog post How a male-dominated business can do a better job selling to women introducing this column to Inside Lane or visit Women-Drivers.com.

091415 IL Women-Drivers.com logo (Guest Blogger)

 

 

 

 

 

 

* Santander Consumer USA does not endorse Anne Fleming or the content of Women-Drivers.com 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.

How to make a great impression on women car shoppers

What are the various elements in creating great chemistry with women visiting your dealership?

The good news? Half of all women buyers shop at only one dealership. The bad news? Six in 10 women report that once they leave a dealership and didn’t buy, they never return there.

You have a small window to make an outstanding impression.

SC-BLOG_50904-8 (Inside Lane Guest Blogger Image)-03This series is exploring key elements in attracting women shoppers and turning them into customers, including your website, social media activity, advertising, store environment, sales engagement, F&I experience, service and dealership reputation.

That continues with some important considerations about your store environment and sales engagement:

STORE ENVIRONMENT

When a woman prospect or client arrives at your front door, her perception of your dealership will begin to form instantaneously. Aesthetic chemistry matters, so be sure to make a good first impression. Flowers, artwork, fresh paint and a warm environment may add comfort to what can be a stressful experience. Another very important aspect often overlooked is a balanced workforce that reflects your demographic and shows that you are heading into the future.

SALES ENGAGEMENT

Once in the showroom, woman shoppers have a lot on their mind. At this point, your sales advisers have the task of creating the chemistry of direct engagement. A good impression is mandatory, and goes beyond a good appearance and friendly demeanor. Successful sales advisers will be brand ambassadors and able to quickly discern the needs of the shopper.

Women today demand a respectful, trusted adviser who is truly interested in finding the best car for her. How well does your sales team understand the nuances of Emotional Intelligence? Being able to perceive a woman’s emotions during the buying process can make the difference between a good sale and a lost sale – a reaction that ignites or fizzles.

Sales advisers should be able to detect frustration and concern, which means they must be excellent listeners who understand that they are selling more than a car; they are selling the dealership and years of potential service.  A woman client may be buying many things that go beyond transportation, including freedom, confidence or caring for her family.

For more on the writer, see the blog post How a male-dominated business can do a better job selling to women introducing this column to Inside Lane or visit Women-Drivers.com.

091415 IL Women-Drivers.com logo (Guest Blogger)

 

 

 

 

 

 

* Santander Consumer USA does not endorse Anne Fleming or the content of Women-Drivers.com 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.

Create great chemistry through women-centric advertising

What are the various elements in creating great chemistry with women visiting your dealership?

The good news? Half of all women buyers shop at only one dealership. The bad news? Six in 10 women report that once they leave a dealership and didn’t buy, they never return there.

You have a small window to make an outstanding impression.

SC-BLOG_50904-8 (Inside Lane Guest Blogger Image)-03This series is exploring key elements in attracting women shoppers and turning them into customers, including your website, social media activity, advertising, store environment, sales engagement, F&I experience, service and dealership reputation.

That continues with some important considerations about your advertising:

While the objective of your web site and social media activities is to provide effective communication and digital advertising, don’t neglect your traditional advertising. While anyone can advertise a car, selling your dealership and service center will let your shoppers know you are there for them.

Be sure to offer women-centric ads that speak to what matters to women buyers, like safety and practicality, and think of ways to differentiate your dealership from the competition.

Since you and your competitor have equivalent vehicles and everyone offers the best price and experience, how do you show a woman buyer that you are the better choice? And how will you communicate this in a TV spot or ad to women?

Seek ways to convey trust and show women that your dealership is more convenient and will be there for her during servicing and for her next car purchase.

Your advertising chemistry should be one of engagement and service.

For more on the writer, see the blog post How a male-dominated business can do a better job selling to women introducing this column to Inside Lane or visit Women-Drivers.com.

 

091415 IL Women-Drivers.com logo (Guest Blogger)

 

 

 

 

 

 

* Santander Consumer USA does not endorse Anne Fleming or the content of Women-Drivers.com 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.

How social media can create chemistry with women customers

What are the various elements in creating great chemistry with women visiting your dealership?

The good news? Half of all women buyers shop at only one dealership. The bad news? Six in 10 women report that once they leave a dealership and didn’t buy, they never return there.

You have a small window to make an outstanding impression.

SC-BLOG_50904-8 (Inside Lane Guest Blogger Image)-03This series, will explore key elements in attracting women shoppers and turning them into customers, including your website, social media activity, advertising, store environment, sales engagement, F&I experience, service and dealership reputation.

That continues with some important considerations about your social media activity:

Social media is as important in your Internet chemistry as your website and allows you to keep your message current.

Fun and interesting tweets and posts are a great way to get your message shared across networks.

Daily posts show that your dealership is actively engaging with your customers, prospects and leads. Video testimonies from happy customers make the experience more personal for your social media followers.

Facebook and Twitter are perfect ways to get the word out about special events and offers. But, don’t continuously lead with the “do you wanna buy” posts. Be seen as a trusted resources by providing educational and engaging lifestyle and life-stage content.

And be sure to pay attention to your demographics. Reviews by women for women will bring great results, as women rely on reviews more than men.

For more on the writer, see the blog post How a male-dominated business can do a better job selling to women introducing this column to Inside Lane or visit Women-Drivers.com.

 

091415 IL Women-Drivers.com logo (Guest Blogger)

 

 

 

 

 

 

* Santander Consumer USA does not endorse Anne Fleming or the content of Women-Drivers.com 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.

Your website first element in creating chemistry with women shoppers

What are the various elements in creating great chemistry with women visiting your dealership?

The good news? Half of all women buyers shop at only one dealership. The bad news? Six in 10 women report that once they leave a dealership and didn’t buy, they never return there.

You have a small window to make an outstanding impression.

SC-BLOG_50904-8 (Inside Lane Guest Blogger Image)-03This series will explore key elements in attracting women shoppers and turning them into customers, including your website, social media activity, advertising, store environment, sales engagement, F&I experience, service and dealership reputation.

That begins with some important considerations about your website:

Today’s car shopping experience starts long before a woman walks in the front door of the dealership.

Once the idea of a new car takes hold, information is a few clicks away. Facebook, Twitter and your dealership’s website are likely to be a shopper’s first stops.

What kind of chemistry are you creating with your Internet presence? Is your website appealing and personal? More importantly, can it engage your buyers?

A good website is one that lets your shopper follow an easy path to desired information, including reviews and car searches. And don’t forget about demographics – make sure yourweb site shows your target demographic, including women in various life stages.

Your website should also include value-add content in order to bring your shoppers and customers back.

In today’s mobile-enabled world, your website needs a proper mobile version that can be easily navigated and viewed. Don’t forget to include lead generation, and make sure it is not intimidating or too long.  Short and sweet is the right formula in the Internet world.

For more on the writer, see the blog post How a male-dominated business can do a better job selling to women introducing this column to Inside Lane or visit Women-Drivers.com.

 

091415 IL Women-Drivers.com logo (Guest Blogger)

 

 

 

 

 

 

* Santander Consumer USA does not endorse Anne Fleming or the content of Women-Drivers.com 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.

Manheim: Used-truck values, prices outpacing used cars

011916 IL Manheim Used-truck values, prices outpacing used carsUsed-truck values are going into 2016 stronger than used-car values, especially used pickups and cargo vans, according to the Manheim Used Vehicle Value Index.

That cuts both ways for dealers, since high price mean used trucks are more expensive to acquire wholesale, but they can fetch higher prices at retail.

Tom Webb, chief economist for parent company Cox Automotive, said prices for used pickups have risen nearly 23 percent over the past three years. In an analysis in early January, Webb said that used pickup prices actually declined a bit in December from the prior period, but he said the long-term trend is favorable.

Used pickup prices are strong due to several factors, he said, including higher pricing for new trucks, a rebound in construction, low fuel prices, and a wholesale supply for pickups that has grown slower than some other vehicle segments.

At rival ADESA, Chief Economist Tom Kontos said on Jan. 11 that the average full-size pickup was $14,518 at auction in December. That was a decrease of just 0.9 percent from the prior month, but up 11.4 percent from a year ago.

Kontos said strong demand for used vehicles, including certified pre-owned, plus “benign” new-vehicle incentives, contributed to higher used-vehicle prices in 2015 than could have been expected, considering an increase in unit volume.

Both auction firms said used values for cars were weak, especially compact cars.

That’s partly because it’s a crowded segment and partly because compact cars base a lot of their appeal on fuel economy. Low fuel prices make that less of a draw.

“Compact cars in December, as well as in recent years, underperformed the overall market due to fierce price competition on the new vehicle side and shifting consumer preferences,” Manheim said in a written analysis.

Compact car values were down about 7.2 percent in December from a year ago, and down 9.4 percent over the past three years, the company said.

– Jim Henry, Royal Media

Surefire ways to avoid overselling women, losing their business for good

Selling cars to women takes a confident equipped sales person with a high level of communication skills, personal engagement and emotional intelligence (EQ).

Women visit 30 percent more dealerships when shopping for a vehicle and may take a longer time in the shopping funnel than men, so patience is another key aspect to making a sale. Understanding when to stop pitching ideas and pull back is extremely important.

SC-BLOG_50904-8 (Inside Lane Guest Blogger Image)-03Going overboard can be perceived as annoying or assertive and end up being a deal-breaker.

 

Here are some surefire signs of overselling:

Shopper becomes Distracted – When customers get busy with their phones while having a conversation with their salesperson, this is an indication that Facebook, Pinterest or Instagram are winning. It shows that the potential buyer is losing interest and could leave soon if their interests or needs are not piqued.

Unease in Body Language – Body language, like avoiding eye contact and fidgeting, can be signs that are not hard to miss. These body movements show that customers are tired of listening to the pitch. They may believe their salesperson is trying to assert his/her personal opinion on them regardless of understanding what it is they want. This can cause frustration.

Body language can be hard to miss.

Body language can be hard to miss.

Moving Away From Salesperson – When women shoppers begin to move away, it shows the salesperson might have overdone it. This is the time to stop focusing on techniques and check in by asking them questions on their interest.

Understanding what women buyers want and need is the key to avoiding overselling. Instead of pitching ideas right from the beginning, provide a space for women to express themselves. Ask questions and then ask some more. This is the best way to learn what their car buying needs are. It also provides a great opening to make a connection. Listen first, and then pitch ideas.

One of the main reasons women go to more dealerships is NOT price. Rather, it’s because they want to get their buying experience right. Our research shows that likeability of their salesperson is one of the top factors that help close a deal.

If that initial engagement doesn’t go as well as they want, they will leave your dealership and go elsewhere. The sale and residual revenue will be lost forever.

RELATED: Three strategies to build lasting relationships with women buyers

 

091415 IL Women-Drivers.com logo (Guest Blogger)

 

 

 

 

 

 

* Santander Consumer USA does not endorse Anne Fleming or the content of Women-Drivers.com 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.