Use those listings

Female buyers are known to do extensive research before making purchase decisions on large items, many women consider websites as a valuable asset in the car buying process. The research that they do on Gumtree and other sites is what will ultimately shape their perception of your dealership and determine whether they choose to pay you a visit.

What to do: Make sure that you are providing enough information to ensure that they feel informed.

• The ‘About the Dealer’ section is listed alongside your ad, be sure to add your location, website, trading hours and logo.
• Be sure to make reference to the vehicle history in your description to ensure transparency between yourself and the buyer.
• Gain their confidence with third party validation; reputable car reviews, ‘green star’ and ‘crash testing’ ratings will automatically be included in your ad when you input your make, model, year and variant.

Drive communication

When Women-Drivers.com asked female car shoppers what they look for during the car-buying process, especially from their salesperson, 62% listed “trustworthy” as a top attribute, followed by “respectful” and “knowledgeable.”

Some women are naturally wary of being given false or half true information when shopping for a car. Due to this, it is very important that you are communicating effectively, to show that you are actively listening to their questions and concerns and want to guide her towards a purchase decision that truly meet her needs.

What to do: Make her feel as comfortable outside of the car as she would inside.

• It all starts with an open dialogue. Active listening is all about truly hearing the customer’s questions and responding to them directly and honestly with the relevant feedback. Be sure to ask questions and make recommendations.
• If a woman is part of a car buying experience with a male ensure that you are equally acknowledging her in the discussion, listening to her needs and are not directing all of your attention to her male counterpart.

Think about the long run

You know that purchasing the car isn’t the final step in your relationship with customers. To turn your one-time female customers into long term loyal customers you need to ensure that they feel your dealership will provide consistent quality and care after their initial purchase.

What to do: Communicate that your dealership delivers the same level of courteous service and attentive care even after the initial purchase.

• Having a comfortable, welcoming reception area, perhaps a few female friendly magazines in the waiting area
• Give your customers a tour of the service centre
• Make your repair and maintenance services clear
• Offering warranties for maintenance and other services that help keep the car in excellent condition