Women are responsible for 85% of purchases in the U.S. Despite that statistic, most businesses don’t market in a way that connects with female consumers. How tragic. Here are six things you need to know about selling to women.
1. Women should be treated with compassion.
Most women don’t know an awful lot about cars, but that doesn’t mean you get to be condescending. She wants to learn how to be a safe and responsible driver.
This is your opportunity. Help her be a better driver. If you educate (not intimidate) the females that come to your shop, you’ll end up with a strong base of repeat customers.
2. Women value trust and connection.
Most men hate shopping. They aren’t interested in small talk. They want to discuss the problem, decide on a solution, and complete the transaction as quickly as possible.
Women are a lot different. They like to get to know the person behind the business. Introduce yourself. Ask how their day is going. Let the conversation run its natural course from there.
3. Women can read your intention.
Hard sale tactics might work on a man. “It’s only business.” Those same tactics will turn women off. Females want to know you care about them.
Do you really want to help her, or are you just trying to get her money? Big difference. If you think she won’t notice, you’re sadly mistaken. Women are very perceptive. Make sure your heart is in the right place.
4. Women don’t like to feel rushed.
Don’t be surprised when a woman tells you she wants to consider her options. Women like to pause and reflect before they make a big purchase decision. Isn’t that a smart thing to do? I think so!
Married women might want to talk it over with their husband. Single women might want to get a second opinion from a friend. Don’t be pushy. Be pleasant. Offer a business card and tell her she can call you anytime.
5. Women are informed consumers.
Women like to feel confident in their purchase. You can expect them to do a bunch of research before they set foot inside your auto business.
They browse auto shop reviews at places like Yelp, Google, and Women Auto Know. They might even get estimates from several auto repair shops before they make a final decision. Don’t try to take advantage. They’ll notice.
6. Women are loyal.
If you win a woman’s trust, you’ll have a loyal customer for life. She will come to your shop for all of her auto needs. She will refer friends and family to your shop when they have car troubles. She will bring her teen to your shop when they get their first car.
Yes, women can be harder to please than men, but that’s not a bad thing. Men could learn something from how women treat the buying experience. If you know any mechanics or business owners who would appreciate this lesson on selling to women, please share. Thanks! 🙂