WHY Women Buying Cars hate car dealers, car shopping and more…
Every year zillions of dollars are spent by big business and research labs to crack the code to our purse strings and achieve the ultimate marketing nirvana; our brand loyalty.
Brand loyalty is the single most significant sales tool in the consumer-generating revenue machine, yet so many #FAIL to get it, especially in the automotive world.
PSST, here’s the secret to winning the loyalty of every woman in the world, as told to you by SARAH LEE aka: MyCarlady, female-consumer extraordinaire and consumer car advocate by predisposition.
The ANSWER to achieving brand loyalty among the women of today’s world is…
This is especially necessary in the world of women car shoppers, women car buyers and women drivers. The constant disconnect between this active consumer and the automobile industry desperate to serve them is hinged on one eternal phrase:
“Just give me your best price…”
“YBP” is the most often repeated phrase by a woman in a car dealership. This event is usually followed by a call, email or direct question to me… “Why is it so hard for them to just give me their best price, the first time, without the games? It’s like they don’t listen.”
Yup, LISTENING, or as my mother used to say: “are your hearing me?”
#1. LISTEN: Listening requires comprehension. Women complain the dealers, and by extension the dealership salespeople, don’t listen to what they say. However on closer inspection, unless you have designed a complete RPF (request for pricing) or BID sheet with all the detailed specifications required, a thorough explanation of the intended use of the vehicle and all supporting financial considerations, there is a fifty-fifty chance the price or the car will be wrong, and hence the “games” begin. If you would like to see a sample of the MYCARLADY RFP/BID sheet go to my website or click here:
In the beginning the games aren’t really games, as much as they are fact-finding missions to determine the right car for the buyers needs and budget. Not everyone does as much homework as they think, and this becomes much more apparent when you meet a well-trained salesperson who provides a detailed presentation, competitive analysis and appreciation for the intended use of the vehicle. For the woman car shopper this can be a huge help when starting the process of physically driving the cars and comparing attributes in person, however, if the dealership has not trained their staff to LISTEN and ask appropriate questions with a professional, open, friendly, positive attitude, the lights go out and Ms. Customer has left the building.
SO what’s the right answer to the “GIMME YOUR BEST PRICE?” it’s “YES MAAM, I’m happy to! Do you have a list of all the features and colors you want and will you need a monthly payment as well?” No nonsense. No games. In fact you can get the approx. price delivered in seconds without going to the dealership.
However, the price is just that, a price. It means nothing if the car is wrong, or wrong for you, so please indulge me as I ask you one question and LISTEN for your response…
“Is this the best car for your short and long term needs?”
The truth is there are also factors of financing and trade-in, two unique and highly personal (not to mention confidential) issues to add to the car buying equation. A car concierge, broker or buyers agent helps you focus on the entire profile of needs, wants and budget, before picking a selection of vehicles that fit the bill, but most car shoppers do their research backwards, becoming confused, frustrated and angry. It’s not the price first, it’s the needs, wants and budget first and the car second.
This is Part 1 of my 3 Part series on Women buying cars, but really, the “Listen, Deliver, Repeat” apply to every business and service in the world. Part 1. #LISTEN; “GIVE ME YOUR BEST PRICE…PLEEZ”
In the next segment: DELIVER, the second ingredient in the MYCARLADY’S secret to building brand loyalty, I will discuss our (female) expectations and perceived value versus the reality of the sale.
Keywords: women car buyers, women buying cars, fleet pricing, dealer invoice, best invoice pricing, new car shopping, auto brokers, car buyer agents
If you need any other car buying, selling, trading or financing assistance on any new or used vehicle, please do not hesitate to email me at email@example.com or give me a call; 702-521-7546 I’m here to help you with any of your automotive needs and advice is free.
Sarah Lee is an automotive executive with 20+ years of experience. She writes about Cars, and is a staunch consumer advocate on car related subjects. Her company: MY CARLADY is a car buyer’s service committed to getting you the best deal on your next new or pre-owned vehicle. You can reach her at: firstname.lastname@example.org