The Dealer Playbook
The Dealer Playbook

Episode · 7 years ago

Anne Flemming: Focus on Female Automotive Shoppers


"Women purchase 75,000 vehicles everyday in the US."

Anne Fleming

Any one in the front lines of the car business knows that when it comes down to a new car purchase for a married couple that if the wife is not into you, your store, or the vehicles it's self, you have no sale! 

Not only do women have the final decision/approval for a "couples" purchase, they are serious car shoppers for themselves now more then ever! 

Why You Should Focus On Female Automotive Shoppers

 On this new session from "The Dealer Playbook" (episode 21) we sit down with Anne Fleming founder and CEO of who is a undisputed expert when it comes to knowing women car shoppers. 

She breaks it down on why every dealership needs to focus on female automotive shoppers. 

 There are 75,000 inked car deals a DAY happening across America all with women owners! 

 Anne dives in deep on the mindset and tendencies of todays woman "car shopper", and what you can do in your business to attract and convert your share of that 75,000 daily sales. 

 Anne and her team at are serious about surveying and statistics. She breaks down the key statistics todays automotive Dealerships need to know so they can start to attract and wow women shoppers. 

 Anne Fleming Talks More About

 - The shopping process most women follow

 - The key decision factors for women shoppers

 - Social tactics to engage more women shoppers using Facebook

 - Using your dealership website to attract women shoppers

 - Simple tweaks & changes that can attract more women car shoppers

 Anne covers all the above plus so much more! 

 Women buyers are a serious customer segment that needs to be spoken to and handled in a custom tailored fashion. Like any customer segment. 

 Want to learn more about selling cars to women?

 Follow Women Driver's Twitter 

 Get Anne's comprehensive report about women's shopping, buying, servicing behaviors and experiences at dealerships FREE!

 Sign up for Women Wednesdays to get the latest trends when it comes to this buying segment FREE!!! 

 Your time to shine

 We want to hear from you yes you! Keep the conversation going in the comments below. 

 What are you doing to speak to the women shopper segment in your dealership?

What are you going to do to Focus On Female Automotive Shoppers?

Anything that is doing well for you we want to hear it! Comment below.

 All about value

 The DPB team hopes you took some value from todays session. 

 Don't miss a beat and get signed up for all the DPB updates.

 Don't forget to get on the early bird list for Team DPB's very own Michael Cirillo's book release and get loads of bonus materials. Click the link below to take a second to sign up.


Youre listening to the dealer, playbookpodcast episode, twenty two featuring and Fleming here we go you're dialed into the dealer, playbookpodcast, where it's all about winning autorneler strategies that deliverproven results, and now your host Robert Weisman and Michael Serilla, everybody. What is going on MichaelSerillo here and Robert Weisman with the dealer playbook Robert Myman how'sit going what is happen in. I am so I'm stealing this one back, I'm so excited!I you know what the dealer playbook is just blashed in it were we Robert and Iwere just looking the other day, we're being listened to in fifty countriesaround the world. We are on the what hot list and there's a good reason forthat, and it's because we are delivering real autodealer strategiesthat deliver reil results. You are nice enough to sit down and give us a pieceof your day. Put the ear buds in or in your car wherever so without. You wit,wouldn't happened. So thank you. We do this, for you. So Michael Tell Him whowe got on today. Man. This is a exciting show yeah. This is a cool one,because you know you're going to hear US talk about in the episode how the the the podcast itself, thoughincredible, was kind of turning into a dude fest. It was, you know, lots ofmen, I think Subi. She was our first female guest and she did an incrediblejob in today. We're looking forward to sitting down with and Fleming she isthe founder and president and CEO of women drivers and you can check outtheir website will link to it in the show notes, and she has some incredibleinformation that will empower your dealership or you and your salesabilities or whatever aspect of the dealership, that you're working in toeffectively reach out to female drivers. The statistics that she had to sharewith us were my ind blowing the cool thing about statistics, something thatI've learned early on and you know fullwell Robert. You know a lot of ussay that we make gut decisions and I've learned early on that gut decisionswell for lack of better words, your gutsucks at making decisions, and when you really look at the anatomy of a gutdecision, it actually comes after the acquisition of a ton of Intel. First islike you know: you go into the shoe, store right and you say man, my gutstelling me I should buy the nikes versus the rebox, but that's actuallyafter you've conducted research. Well, it's the same in the automotivepurchase process. Nobody really makes get decisions, and do you know yourdealership should definitely not be making gut decisions. You should beacquiring Intel and understanding and analyzing it so that you know how tomake profitable marketing decisions. Well, today, an is going to share a tonof statistics with you and it's all for good reason and really, first, it's youknow, she's painting a picture for you to help. You understand how powerful female shoppers are and the influencethat they have over the automotive purchase process. You Know Robert Youand I we visit a you, know and attend a lotof conferences, and we talk more about the influence that female shoppers haveover the purchase process, but to look at the sheer numbers of how manyactually conduct the purchases I was blown away away, so she does go over alot of good statistics and gives you a lot of hard data here. So don't worryabout pulling over the side of the road with a pen in a pad and to ripe someanything down we're going to have it aff for you linked in the show notes.So without further ado, let's jump in with and Fleming...

...okay- and we are here with my friend also fellow Masterminder, atthe unfaire advantage. Automotive mastermind founder of women drivers atwomen's dashdriverscom is and Fleming, and thank you for taking time to hangout with us. It's a pleasure to be with you guys, thanks for raving me on theprogram. No doubt no doubt we knew that. Well, that, like I try to be astransparent, honest as possible, you know, Michael and me we were, you, know,sitting back watching t e the You know, thankfully, success ofthis podcast and we're on there and we're looking and we're like man Hese.We have nothing but dud yeah. We re a man, heavy yeah and I've met some phenomenal women in thisindustry and the you know. We just wanted to bring thatperspective there and we have gotten great feedback from women even when itwas just. You know a dudes fest, but we've been slowly brbringing more in and then I knew that I knew that that your topic- and you justhappen to be a woman- is phenomenal. What and does guys a she's again, thefounder of Women Dash driverscom and she basically helps dealers sell to more women. Isthat the in the nut shows at right, Ann that hit prober, I mean that's it Imean our. Our entire platform is all about bringing together this powerful,powerful group of sellers and buyers, and we, you know, we've got a coupledifferent tools, hat's all about engagement, engagement, engagement andyou know it's really a new day, because you know this this buying segment. Imean women by you, know hat new and used dealers, approximately twenty fivemillion units a year- and you know I'm a I'm a data, I'm a say that againrack up, I'm not to interrupt. You say that say that number again and that'sin units. Well, let me break that down derly. So, let's let you know we took.We look at it. Annuallis twenty five million units a year, but let's look atthat on a daily basis, because you know our our dealer principales and our youknow executives or general sales managers that are listening. You knoweverything's broken down. We look at our business monthly and daily, soseventy thousand Unis a day is what women are buying. I'm not talking aboutthe INFLU. You know we always think about weas talkig about oh well. Womeninfluence, no, not not! I'm actually talking about buying buying purchasinga vehicle at t at at a dealership, soseventyhusand units a day wis what women are whon o women are buingserious coin. You Know Trent transbeing transacted at dealerships by this finesegment and, frankly, that's that's. What our business is all about isreally helping. Dealers help themselves by being becoming more of a trustedadvisor. You know, we've got so many different social platforms, whatdigital platforms and, of course, we still use traditional platforms right.That's still a you know, there's still a lot of money spent in traditionalplatform. So so you know our business is really helping dealer showcasethemselves to engage women. You know to to you, know: Salt Soli,part of them, so yeah. Seventy thousand units a day, twenty five million unitsa year, but again that's that's used and new gentlemen yeah and and is, andis that United States, North America, inited states and that's accordingthose units are that those that is...

...according to Nada and cwn research, wow,so that', that's the United States and so I'd. Imagine then, even outside ofphysical transactions that are happening conducted by women. The influence of women on the purchaseprocess must be even far greater expanding than that it is. It isGeneral General of research shows in the automotive sector, Michael that itthat the influence goes up to approximately eighty eighty percent. Sowow, it's it's a big big, big inforence. Well, I know it's the influence in myhousehold yeah and that's the part where I, wherealways would think was where carried the most weight. Pre Learning. You knowthe statistics and what what Ann talks about is that hey, listen w in the end,we know the woman has t the bind decision, but this is just solely them.You know research and drive, ingto a dealer and right and bind their car. Imean that's big time. Okay, so when were when welook at this, you just mentiond in that what you do is you go into a dealershipwhere you help dealerships reach out to this market segment? What are some ofthe things that dealers should be focusing on in order to, I guess, forlack of better words? Break out into this segment and start speaking to themin a way that resonates well, that's that's great! Okay! So again what t? What maybe I'll, justback up a little bit Assur and talk, talk about so we're one of the keyplatforms that that distinguishes what we do, of course we're in their reviewand reputation platform, and we focus again entirely on you know the mostpowerful and influential Biren in the marketplace. Obviously women but, as Isaid, we're very slanted towards data and the research side of women'sexperiences, and I should say that we're not a traditional, I'm going tosay a five star right at alllet me explain so after a women does her, you know five questionssurvey. She is then on women driver she's then invited to answer a twentyto a twenty five question: Deep Dive Survey about her shopping or herpurchase, or her survey experience at that dealership and here's the thing. Ninety two percent, I'm going to saythat again. Ninety two percent of women who reviewed the dealership fill out thisoptional servin question. So that's where we get a hall of this data,because nine out of ten women that reviewed the dealershould then go on tofill out a twenty to twenty five question survey. So again, I just wantto give you a background. So when I'm sitting, you know when I, when we'retalking about all these stats, that they come from these deep dived surveysfrom from the reviews fo from women themselves. So I just kind of wanted tocreate that context, because your listeners might be wr very good, verygoodcal and all her stats for the record. Everybody, because we don'twant to go in here and just spit spit stats in the short times that we dohave we're going to have links to a bunch of her content. That can that digyou deeper into the percentages and really show you why you need to takethis serious, so you haveto or echuse me, Michael as a question about so solooking dealers do so. First of all, one thing that we know is women: Go towomen shop at one point: Nine dealerships: Let's just call it twodealerships right before she buys the vehicle and if a if woman goes to adealership and she leaves that dealership without buying a car, sheleaves that dealershiph without buying a car. There is just a one third chance,O she's going to return, so I'm going... say that a little bit differently, sixty six percent of women leave and donot return to that dealership. If she didn't buy a car, so that's a prettybig ouch right. It really shows that that dealership really needs to get itright with women. T TAT. First engagement at that firstopportunity at that first discussion now another thing that we track. Itaking that further. What can dealerships do? We also know theemotions that women we ask them. It's one of the questions on the Twentantwenty five questions. We know the questions we excuse me. We know theemotions that women bring with them fifty or the number. One emotion, ofcourse, that women have when they go into a dealership to buy a vehicle, isthey're excited, that's great, that they're excited, but then it shifts pretty quickly. Three and tenwomen, three out of ten women are apprehensive when they buy a car, andtwenty percent of them are downright overwhelmed. So here's the question fordealerships for a dealership, owner or Principale or general sales manager iswhat are you doing to really mitigate that apprehension or that over? Youknow what that that confusion of that overwhelm for women to really create apainfree business, actually I'll say it differently to create a business thatreally attracts this buying segment. Okay, that's that and before you move on there, what O,unless you're going to cover it, you can tell me what what is currentlyleading to those emotions. What factors are in play that is itjust the atmosphere? Is it do you know what I'm getting at is? Isit the perception? The perception? Is itonly the above that leads to that apprehensive and there's ever you beinga woman? It's there's a couple things there's acouple there. It's great question: It is a question. It is yeah. It's really.It's called the past. It's called the past gotc yeah they tend to. I FEMAwomen have a high percent. I don't know if you have this stat, but they do.They tend to have a high percent of like holding onto the past and bring upthe past. Do they not perhaps a discussion for another day, so many silarities here so I'm gon tosee if I can implement some of this, maybe into my personal life to and you know really reat find a nice woman. It's really it that's whole nother. Youknow what I'm not. I don't even now speechless on that, because it's thepast and its perception got it. It's all of that srof women. Last time theybought a car. It probably has a lot to do with theway that the car shopping experiences is painted. To I mean if they're doingall this research ethey're hearing the horror stories that the nets filledwith you know, so that probably- and you know what and I wanted to- I wantedto bring that up, because you know, and certainly not to shed that in anegative lighter at all, because for me it's the past, it's the negativeperception, there's dealerships that I won't go to today, because I was dealtwith him properly, and so I do go into some dealerships even now servingdealerships when when it's me making the purchase- and I do sometimes feelapprehensive- and it's actually for the same reason- it's because of a pastexperience. It's because of you know perception all you know all ofthose sorts of things. So it's a, I would say it's even similar on theother side of the fence. Now h the flipside to that is. You know the topreasons why women buy from e dealership. Absolutely absolutely is her engagementwith the sales advisor and it's all about respect and trustworthy, having atrustworthy engagement. If those two...

...things don't happen again, that's whyyou know that's why sixty six percent leave and she's gone down the street hshe's buying from from a competitor, but I'm telling you if O're, respectfuland a tressworthy engagement or experience happens, she's buying hercar there. She is absolutely going to buy her car at that dealership, and soyou know warm genuine greeting just simple things. You know just simple,simple things answering every question with respect and I'm going to saysomething and it's this may sound so elementary. But honestly, I see it timeand time again answering questions with a full sentence. I think sometimes werealways like. Okay, leather cloth. No, it's actually you know Wat me, Godasking her questions and full sentenc sentences answering answering them infull sentences. I now contact act. They like that weARL Teydon't. We all Alrigh, I'm sorry, I'm Fu, so I'm so bad. At this I meanI've already had held myself back from many many comments already. You are thereason and ISO business probut. I mean Youno Lien IAND. Then it just askasking her questions and you know offering your couple of cofee I meanlook. I think I think it goes without saying. Like ten years ago, fifteenyears ago, culturally women felt underservedsocially what women women talt under served in the car industry and todaynow they're buying another car, maybe they'r divorced, maybe they're on theirsecond or their third marriage. You know and now they're going in they'rehaving great experiences in car dealerships. We really have toacknowledge. I don't know if the gentlemen of seensome of the WSI report. So that's by the way. That'swomen satisfaction index both to the car brands. I'm telling you whatbrands and dealerships are getting fabulous scores on women drivers, andthat is women, acknowledging their car dialorships and their card brands. Soobviously our platform is showcasing dealers and brands, and I don't want tosay how far they've come, because there really wasn't a bench mark ten orfifteen years ago. Certainly our company wasn't in business, but it's really showing a new day in twothousand and fourteen and and frankly isn't that great. But again we trackwid women buy from a dealership and it all starts with one singular person,and so it exact it's not the executive. It's not the general sales manager,it's the sales advisor and so having that individual really having thoseskill sets and a high eq is imperative those those sects of theadvisor come into play at all. I don't think I don't think it does. I don'tthink it does. I think women. Frankly we you know just anybody. Anybodydoesn't matter what they look like with their skin. Color is what gender theyare. I think generally, we like to see people who look like us on the salesfloor, certainly today and in this in the automotive sector, at thedealership level, we're now up to eighteen percent of all employees arefemale, but a lot of them are a BDC Advertisei, misry yeah, a the Dobertthey're, not necessarily on the sells I like to see it in the sales in thesales context, yeah right, Taer, SOM. I don't think it matters, it's just allabout engagement and women. showcasere on our through our platform thatthey're having remarkable engagement so that that really doesn't matter, I justthink we'd, like you know, I think what whether you're you know buying clothesat at the mall or you know the cable...

...person is coming to put in. You knowyour new best by TV. I think, generally, we just like to see people wh, looklike us to some degree, and I think that is aumenting to to some degrees,certainly in our industry. How? Now, because we've kind of approached thisfrom the female shopper perspective, what about any apprehension oroverwhelming feelings coming from inside the dealership, perhaps notknowing how to reach out to the segment effectively? Is that the is that thereis? That is that the case, or I mean because I mean we know the autoindustry or the inside. The dealership is still predominantly a male organization and we are seeing abreakout of some very, very powerful women in the industry. But are dealersapprehensive? Do they know the right approach, or is it again at the wholereason that your business exists? Dealers, one on one in a backroom or in a closeDron, Michael, that's where they'll tell you it certainly isn't the Internet salesmanager or the BDC the individual that will ever say that that persontypically will say. Oh, we treat everybody the same and when we coachthat individual were like, please don't say that don't say between everyone. The same,please don't ever say that again, oh my gosh. Don't do that because does yourphysician say we treat all of our patients to the same? Do you want your?Do? You want your teacher to say we treat all of our students the same.Please dot it per sa tit's a given, or it should be if everyone wants to betreated special and like they are your only customer. In any event, certainly we, for instance, we work with six hundredsix hundred dealers across the nation. We're not we're not working withseventeen thousand dealers were relatively young company first of all.Second of all, but no not not. All dealers are interested in working withwomen drivers because you know they either Mia may not know about us or be.They may think that they have women. You know the women's business or thewomen's audience. You know kind of I handled IFIT figured out. I will. Iwill share with you a couple a couple of things again in the deep dive surveythat we ask women report that their dealership, their dealershipswebsite is the very first place they go when they begin researching for a car. That isextraordinary news for dealerships. That means I mean that's huge. They goto the dealerships website before they go to Oem's website. I mean that isextraordinary. Now, that's the good news. Now that Te's a little bit of notso great news in there and e what I'll call the other news rather than sayingthe B word. The other news is that one third of women say that thedealership's website is actually not helpful at all that theyre. There couldbe a lot more research information on there. It's basically broken into heresor here's our invantory ind. Our pricing come on and for credit and willhelp you out for service, but there's not other information, anselaryinformation to really help them in the research funnel and further to the notso good news is just thirty. Two percent of women visit the dealership'sfacebook page so from a social perspective. You certainly you folksare certainly in this business. Dealers could be doing a hut, more postingrelevant and at posting that o LD could really engage women right now and whenI say right now, I mean certainly seems that a lot of posts are all about cars,cars, cars, cars again, I'm using a...

...very general statement to forgive me,but only one and three women are actually liking their dealers, facebook page. Sothere's a lot more engagement and again, like you said, certainly that's whereyou know we offer we offer. You know solutionsthat are all around engagement and biling, building, trust and and thenmarketing that back to the their community, their city anddistinguishing their dealership. Certainly, women can buy a car. They'vegot a number of choices in any given city across the UnitedStates ore in North America, and they can buy that car virtually for within acouple hundred dollars of each other. So why are they going to go to onedealrship Besov, another, so finding a way to really market anddistiguish your dealership to have it be really a a a woman friendly or afamily friendly dealership and really stand out BCV. The competition isexactly what many forward thinking or elite dealerships. It's exactly whatthey want to do yep, so we definitely want to post. You know, content to facebook, that ismore resonating with with female byer shopper in general. More because youhave thirty two percent, a good amount of them are checking it out and well Imean I W that yeah. You know. On top of that, I love what you said Anne it'sabout it's something I calld Br Ting build relationships of trust, and youknow, like you said, I mean when we audit facebook walls or when we look atwebsite content. It's all very selfserving, it's not very informative.But aside from that, we find that there's just not that layer of affinitythat you know it's always just hey check out this two thousand and tenBlah Blah Blah for thirty nine. Nine five won't last long and we sit hereand think it's absolutely going to last long because that's the worst, you knowworst messaging, we've ever seen. So what you're saying, though, is I mean-and I'm just seeing here on your website about how research shows thatninety one percent of women say her family and friends influence or helpinfluence the purchase decision and what better place to kind of engagewith family and friends and with a network than on facebook? So if thedealer can you know effectively market themselvesend a way that resonates with the various market segments out there,especially the female buyer, then they're going to be that much morelikely to have an influential purchase decision is that is that kind of whatwe're the conclusion that we're. Drawing with that absolutely I mean I can pure a hundredpercent. I mean when it comes to facebook, when it comes to you know,instagram or various social channels, women bleeks the car once every threeyears she buys a car once are five or six years, but she gets in her car fouror five times a day so coming up with Thatsa. Obviously what you folks offeryour dealer clients coming up with. You know a social strategy tha that is,you know, relevant timely content. That's all about her, her her and thenthe dealer. You know it's not about the call. You know the selling cars, it'sreally about. You know a strategy that helps her and and she then looks at thedealership as really being a trusted advisor. That's not just there aboutselling cars, because that only happens once every three years. It's reallythat good. Like I love that Brt, that's Fabulous, Michael Fif! I can just throw again: I'm got TA.Forgive me, I'm all about statistics, but one suggestion. If I may, for yourlistening audience Robert- and I were talking about this a couple weeks ago.A lot of you know you know your listers. They are so great at tracking theirnumbers of units it they sell every...

...single month. If I could make asuggestion to them for two three, maybe even six months, to actually track ofthe uni soul, how many units are sold to women to women so of Te total unitsould just simply break that down by gender. Now, here's why I say that there are. We provide tools, rethere'sno charge to them whatsoever through through a newsletter. We call itwomen's Wednesday and there's a number of tools, O they're, totally free toTyour, listening audience and there they're really simple, they're actuallysimple to institute, but over the course of acouple months. If your dealerships sold, you know they, after instituting someof these some of these policies, some of these best practicesif they sold an additional five units each month and then over the course ofof twelve months that would resonate to you know I don't know an average navage car cost,what I don't o thirty two tousand dollars. What's that that's two milliondollars, but but over time, if they sold an additional fifteen units andlot, which is what some many of our many of our certified women friendlydealerships do. Additional fifteen excuse me. Excuse me six milliondollars a year, so it's just getting into the practice of Mot, Lyn tracking,of course, what they already do, how many units thayre selling each month,but how many Mons they're selling to women and making it a bit of a game. Ofcourse, gamesmanship and competitiveness resonates at everysingle dealership across America and just selling a few more units a monthto women an by instituting some of our bestpractices in art, some of the best practices that already existed some andthey mad the dealerships. It's aamazing, how that can impact a dealship's bottomline, it'si mean that's what I told you whenwe first were talking about coming on how I knew that Michael would beinterested in this one, because it's so segmenting on just that. You know it'sjust a huge buyer segment that is looked over yeah and I mean I you'vetouched on a couple of things that you know flow so well with with what Ibelieve- and I mean you know- you touched on it- you said okay, the firstplace that the female shopper is checking out online as the dealerswebsite and you've also said something that I talk a lot about, which is that thedealer website just doesn't have enough information, and so isn't it sad tothink that you know the average dealership who's likely getting betweenthree and six thousand visits a month. Online doesn't have the informationnecessary to actually impact purchase decisions and therefore all of theseshoppers are going elsewhere. You know I was reading a Google report. Thatsaid, you know something like twenty fourdifferent touchpoints are used in shaping the consumers purchase decision.Now I have come and prepared. I don't know what the stat of you know how manyof those are are females, but I think it's safe to say that eighty percent ofthem are influencing that that and fifty four percent or is that thenumber fifty four percent are actually doing the purchases. So it's sad to me to see that what could be the mostpowerful resource for shaping a purchase decision is actually sounderutilized by the dealership because they're not providing content on theirwebsite. You know the BRT content they're, not providing informationabout the vehicles in a way that it resonates with the female shopper andare therefore missing this massive opportunity to help shape purchasedecisions.

You know just a few things as we lookforward into the next five years. There's a report out last year thatwomen, a one one third of women out or their husbands in households in the United States. So onethird of women outfur their husbands, and there was actually a report outlast week that thirty percent of millennial women will not marry untilat least the age of forty. So again, as we, you know we're looking at differentcultural, social and you know financial segments that are happening with womenover the past ten years and as we look forward over the next five or ten years,there's a lot of you know: Women that that are saying single longer andthey're also now outburning their husbands. So there's just so muchopportunity and money on the table for dealerships that want to step out ofyou know the traditional come on in this weekend and get your best pret.You know we have the best price AF. That model has worked and it's workedgreat for forty or fifty years, but reviews you know. Reviews are now acompletely different model, because women rely on reviubes fifty percentmore than men. Why? Because she wants to get it right, ie she wants to avoidgetting it Bonb. So women lie on you. Hard is V your lawn mode. I getting mymy Lawn O. Oh my gosh what', that that's on. What's the stepson wimenp picking Theirwell, that's one point non, I'm just kidning, but so so so you know there are someforward thinking. Dealers that are now incorporating of their SI their SI intotheir advertising campaign theyre. You know theyre rtheir commercials, theireonline campaigns, but again just in so many different dealerships, thayrestill using. We have the best P, you know the best. What does that mean? ForHeavens Sakes, our research shows that women by a car, because of price- thatis the number sixt reason it doesn't mean it's not important. It does notmean it's not important, but boy she's got Ta, get have a V. Bacar advisor asales adviser who's got Ta, have a High Eq. Here she has to pass beingtrustworthy, being respectful being likable being understanding boy.There's a litany of eq tests in a two or three minute. Time span that thatthose that those skills have to be our skills. I guess they're more of whatare t e. What are they called t character traits ater traits, yeah,very good, Rit have to be emitted and then she'll get into theconversation of price, so there's really different ways for dealers toadvertise and distinguish and really segregatethemselves from other brands in their respective city, D and and towns. You know something here as well. I meangoing along with the market segmentation, as I was learning moreabout you and I had noticed some past experience in the marketing industry. For W A is it was it Averar,im Er American e, an Egal Yeah and in an experience you know something that Itend to draw on is when you walk into these retail outlets. You knowspecifically by the imagery the posters hanging in the in the store, the waythey're laid out that that store is for a specific market segment. I use youknow companies like American, Eagle or Abercrombie, because when you walk inyou don't see any old men wering their.

You know shirts, untucked andunbuttoned, and all this kind of stuff, it's very young hat Hampton's kind ofyou know, looking young surfer guys and the you know the good looking you know,blond blue eyed, bikini wearing kind of, and so you walk into those stores, andyou know exactly who they're for when you go to their website. You knowexactly what audience there for when you go to a dealer's website, I think we're still focusing on peoplewho purchase vehicles and we don't necessarily break that out and say:Okay Well, who are they? Who are Er Peopl, that purchase yeaical a point?And you know, and the other thing you said there about the price. I mean I'mso passionate about this because I feel, like you know, dealers out there waging thisfierce battle over what is probably only like two to five percent of inmarket consumers and, like you said, there's a whole litny of Eq tests that happen based on thecharacter trade of who they're dealing with an the dealership that they'reworking with before they even arrive at price being a relevant factor. I even think about like what is the the? What is the phase of life that theIndividualis and you know I look at young families. I look at the you know.Maybe it's female shoppers who just graduated, you know, college or who aregoing to college or who are young mothers or retired mothers or whatever it might bein those sorts of you know, the phases of life also can impact purchasedecision. You know, I think, of young young mothers who are interested insafety and and economy and seating configurations and all those sorts ofthings which first lead them to specific types of vehicles, and sothere you know, I feel, like with all of those research touch pointsthat happen online. These market segments are qualifyingthemselves to varying degrees before they even show up to the dealership andthen when they do show up there. It's almost like a job interview for thedealership. It's like hey. Why am I going to give you my money wore? Inother words, why am I going to hire your dealership to provide me withthese products and services? Is that accurate? Is there something I' missingout on there or anything that you can elaborate on? No, no, I think I thinkyou R A hundred hundred percent Michael, I think you I think your spot on. I am. I would take that even even furtheragain, I'm always about in dealership, I'm always about in dealership and whatelse can dealorships do? I think I frequently like it again. I'mAl Thinking about the future and like the ollerships can do to really make a difference. You know withwomen and- and I I think about like you- know, grocery stores you know atsometime sometime ago I don't know whe. That was, but you know even when, whenI was a kid, they just simply sold food and I sold food. That was it you knowand then at some point in time they became larger and they became more likeconveniente. They included banking, or you know, cafes, n o they, you know,child care was included or dry cleaning or farmer. Seas were added, and I do think at some point time, andthis is really te larger dealership. This is certainly not for you know.Maybe a single SORD, but I do think that for larger dealership groups it'sreally an opportunity again to become not just dealerships but destinationpoints to add the become more it's, not just women. It's not just womenfriendly. It's really family friendly, so adding value services like I don'tknow like a yoga studio or a botique fitness. You know just a small studiowith a changing area. You know you know not. Everybody wantsto sit there and watch TV. So having you know a playstations, you knowthere's a lot of Mon Gamers, not just for the kids, but certainly formongamers. You know, while their cars...

...being serviced, there's just so many opportunities fordealerships to to add value so that their dealershipis really more of a destination shop. The the other thing. Here's a takeawayfor your listeners here is a definite takeaway. Then number one requestedcontier service from fom women on women drivers is that women want an overlightvehicle. They do not want to have to sit there. An T E in a service driveand and or have shot of US take them back and for they've got kids at home.ICHIS ESA ter theyre single MOMS. They frequently outearn their partner, theyI don't GE and again. This is all Youno kind of in the past. This has been aservice that has been made available by muconory brands. You know what CevaleyTea yealerships, don't just let the the logury brands make that available havehave you know, Hundi just make that available to your customers and it's a service and it's a metiated, andyou know what she really will appreciate that and she will rememberit because it's certainly well know it's not about just the sale it's aboutretaining retaining and the relationship. Those are two things thatgo hand in hand and if you make it easier on her because women, it's all about time,it's all about time and money, and but if you can make it easier on her,that's going to go a long way in that relationship and right there is oneadding the fleet adding a overnight to your your value proposition. Iautomatically increases your R, your chances of selling the more women,because it's a thing that hits him with them, Michael Absolutely, and thank youso much for being on the show with us today so much information. I love that youare an encyclopedia of statistics because Lenya, I'm telling you what,because but I'll tell you why, because those statistics represent how dealerscan absolutely take action to improving the experience delivered through thedealership to become more profitable and to become more successful. Some ofthose numbers that you shared with us, like you, know, simple things that canbe done to increase sales or or the attribution of sales to like sixmillion more dollars per year. Those those types of things are so powerful.So once again, thank you so much. How? How can our listeners get in touch withyou we're pretty active on twitter w? Wecertainly have a Peswa asebook our handle is women. Drivers, women driversso follow that on Facebook, everyone and I geter twitter, I'm sorry andagain, all e all the Ann's links and everything that she's talking aboutwell have them. In the show note she's a good friend of mine, she has a lot ofgreat great. You know value to bring to the you know your organization into theindustry with you know the just the insight these statsman. If, when youknow stat's like this, an make sure a valuable person, I'm telling youbecause nobody wants to compile all that stuff again and thank you so muchfor taking the time. I know you said Twelve fifteen, so you're probablyrunning out the door. So we will talk to you soon. Okay, gentlemen, it's beena pleasure, thank so much Buti, your fator and there you have at folks that wasour friend and Fleming women, dest driverscom Michael This was he r kindof your first real engagement with Anne?...

What did you think? I told you that shewas right up your alley. Man, she totally is and so professional and Ilove the way she speaks she's very engaging and again I mean those statistics. Idon't know anybody just off the top of their head and the cool thing you knowyou- and I were talking about this- is that those statistics? Much of them Imean some of them- are from Anda, but most of them are coming FRDA. The datathat she's acquiring and you know from a powerful customer base theacquisition of all of this Intel to share and further enhance the industry.I think you know she's just so professional and I love you know I love anytime. We get a humanglimpse into our guests and and hearing that weedwacker going in the backgroundwas just it made my day, awsome. Well, you would have heard mykids yelling upstairs after I got him like locked flowers in the attic lockedupstairs. While I do this recording love it last week of summer, but yeahand the livers you know pure data. Some of it is just obvious on the actionsthat you take to. You know, you know benefit from it and rightthere was one I mean a woman. Is You know, one of their main constanlieirsrequest is an overnight vehicle when their vehicles and service, so thereyou go. I mean that's an easy thing that really takes nothing to put inaction. There's that and the validation that your website is the first placethat that not just all shoppers but especially female shoppers are goingand the fact that you know like she said a third of them that are filling ut.These surveys are saying that theyre just isn't substantial amounts ofinformation to help them shape their purchase decision so right there.That's a simple thing that you can start doing to really kick things up anatch and start dominating online and have it translate to the offlineinteraction. Do us a favorite goat? Sorry go ahead.I think one time an't, sorry about that. I think one time, though we should,because your nobody does that like Youman, nobody knows how it's sodowding on how to talk to these individual segments using your website.We should, probably you know, drop a session for them,covering that and with ideas and actionable ideas on the. What what youneed on your website to attract to these segments, basically to resonatewith them, yeah, absolutely and in fact, actually before we kind of roll thisout. What I wanted to say is something that fits along with that is did. Did Itell you about the book check it out man, so you know I've gotthis book coming out. Title is, don't wait dominate and it's all about how torelease the flood gates of online opportunity, and it fits so well with what we talked about today and marketsegmentation, and I do get into a ton of detail. But what I'm doing is I'moffering free VIP access to bonus material? That's going to go to thosewho sign up now, and so what I wanted to do is just quickly tell you aboutthat check out Michael, a Serilocom forwardbook, where you can register forthose free exclusive vyip bonus materials, and it fits so well withwhat what Anne has talked about and how to reach out to those market segmentscheck out and's website, women, Dash, Driverscom and then, of course, connectwith her on twitter at women, drivers and Ado notes. All the TAT O andResources Exactl and in this session will be at where the dealer playbookcomlisten guys. We are so grateful for your support, like I said, we're beinglistend to in fifty countries, and that is because of you guys. We love thatyou're coming back every week, we appreciate you and we look forward totalking to you next time, see you then.

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