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.


You're listening to the dealer playbook podcast, episode twenty two, featuring and Fleming. Here we go. You're dialed intothe dealer playbook podcast, where it's all about winning auto dealer strategies thatdeliver proven results. And now your hosts, Robert Weissman and Michael Cirillo. Hey, everybody, what is going on? Michael Cirillo here and Robert Wiseman withthe dealer playbook. Robert, my man, how's it going? Whatis happening? I am so I'm stealing this one back. I'm so excited. I is. You know what? The dealer playbook is, just blastin it where we Robert and I were just looking the other day. We'rebeing listened to in fifty countries around the world. We are on the what'shot list and there's a good reason for that, and it's because we aredelivering real auto dealer strategies that deliver resolves results. And you are nice enoughto sit down and give us a piece of your day, put the earbudsin or in your car wherever. So without you we wouldn't happened. Sothank you. We do this for you. So, Michael, tell them whowe got on today. Man, this is an exciting show. Yeah, this is a cool one because you know you're going to hear US talkabout in the episode. How the the the podcast itself, though incredible,was kind of turning into a dude fast. It was, you know, lotsof men. I think sueby she was our first female guest and shedid an incredible job. And today we're looking forward to sitting down with AnnFleming. She is the founder and president and CEO of women drivers and youcan check out their website. Will Link to it in the show notes andshe has some incredible information that will empower your dealership, or you and yoursales abilities or whatever aspect of the dealership that you're working in to effectively reachout to female drivers. The statistics that she had to share with us weremind blowing. The cool thing about statistics something that I've learned early on,and you know full well, Robert. You know a lot of us saythat were we make gut decisions and I've learned early on that gut decisions well, for lack of better words, your gut sucks at making decisions and whenyou really look at the anatomy of a gut decision, it actually comes afterthe acquisition of a ton of Intel first. It's like, you know, yougo into the shoe store right and you say, man, my gutstelling me I should buy the nikes versus the rebox, but that's actually afteryou've conducted research. Well, it's the same in the automotive purchase process.Nobody really makes gut decisions. And do you know your dealership should definitely notbe making gut decisions, you should be acquiring Intel and understanding and analyzing itso that you know how to make offitable marketing decisions. Well, today andis going to share a ton of statistics with you, and it's all forgood reason. And really first it's, you know, she's painting a picturefor you to help you understand how powerful female shoppers are and the influence thatthey have over the automotive purchase process. You know, Robert, you andI, we visit a you know, and attend a lot of conferences andwe talk more about the influence that female shoppers have over the purchase process,but to look at the sheer numbers of how many actually conduct the purchases,I was blown away away. Yeah, so she does go over a lotof good statistics and gives you a lot of hard data here. So don'tworry about pulling over the side of the road with a pen and a padand to write some anything down. We're going to have it all for youlinked into the show notes. So, without further ado, let's jump inwith and Fleming. Here we go.

Okay, and we are here withmy friend, also fellow mastermind, or, at the unfair advantage, automotive mastermind, founder of women drivers, at Women's driverscom is and flemming, andthank you for taking time to hang out with us. It's a pleasure bootyou, guys. Thanks for having me on the program no doubt. Nodoubt, we knew that well, that like I try to be as transparenthonest as possible. You know, Michael and me, we were, youknow, sitting back watching the the the you know, thankfully, success ofthis podcast, and we're on there and we're looking and we're like man,these we have nothing but dude, yeah, we are rich, general man heavy. Yeah, and we I've met some phenomenal women in this industry andthe we just wanted to bring that perspectives there and we have gotten great feedbackfrom women. Even when it was just, you know, a dudes fest,but we've been slowly bringing more in. And then I knew that. Iknew that your topic, and you just happened to be a woman,is phenomenal. What and does, guys, as she is? She's again thefounder of women driverscom and she basically helps dealers sell to more women.Is that the in the nutshells, at right? And that's it, Robert, I mean that's it. I mean our our entire platform is all aboutbringing together this powerful, powerful group of sellers and and buyers and we,you know, we've got a couple different tools. That's all about engagement,engagement, engagement, and you know, it's really a new day because youknow this, this buying segment, I mean women, by you know,it new and used dealers. Approximately twenty five million units a year. Andyou know, I'm I'M A, I'm a data. I'm going to saythat again, data corect up. I'm not to interrupt you say that.Say That number again, and that's in units. Well, let me breakthat downly. So let's let you know. We we look at it annually.Is Twenty five million units a year, but let's look at that on adaily basis. Because you know our our dealer principles and ore. Youknow our executives are general sales managers that are listening. You know, everything'sbroken down. We look at our business monthly and daily. So seventyzero UNus a day is what women are buying. I'm not talking about the influen youknow we always think about. We's talk about Oh well, women influence. None, no, no, I'm actually talking about buying, buying,purchasing a vehicle at at at a dealership. So seventyzero units a day is whatwomen are when our women are buying suppicially serious coin. You know,trends being transacted at dealerships by is buying segment and frankly, that's that's whatour business is all about, is really helping dealers help themselves by being bebecoming more of a trusted advisor. You know, we've got so many differentsocial platforms, what digital platforms? And of course we still use traditional platforms, right, that's still a you know, there's still a lot of money spentin traditional platforms. So so, you know, our business is reallyhelping dealing showcase themselves, to engage women, you know, to to you know, solid part of them. So, yeah, Seventyzero units a day,twenty five million units a year. But again, that's that's used andnew gentlemen. Yeah, and and is and is that United States? NorthAmerica? Is United States, and that's according those units. Are that thosethat is according to an ADA and cwn...

...research. Wow, so that's that'sUnited States. And so I'd imagine then, even outside of physical transactions that arehappening conducted by women, the influence of women on the purchase process mustbe even, far greater expanding than that. It is. It is general.General research shows in the automotive sector, Michael, that it that the influencegoes up to approximately eighty eighty percent. So, wow, it's it's abig, big, big influence. While I know it's the influence inmy household. Yeah, and that's the part where I've we're always, wouldthink, was where it carried the most weight. Pre Learning. You knowthe statistics, and what Anne talks about is that. Hey, listen within the end, we know the woman has the bind decision, but thisis just solely them, you know, research and driving to a dealer andand buying their car. I mean that's big time. Okay, so whenwe're when we look at this I you just mentioned, and that what youdo is you go into a dealership or you help dealerships reach out to thismarket segment. What are some of the things that dealers should be focusing onin order to, I guess, for lack of better words, break outinto this segment and start speaking to them in a way that resonates? Well, that's that's great. Okay. So again, what what would maybe I'lljust back up a little bit and sure and talk talk about so we're oneof the key platforms. That that distinguishes what we do. Of course we'rein their review and reputation platform and we focus again, entirely on, youknow, the most powerful and influential Byron in the marketplace, obviously women.But, as I said, we're very slanted towards data and the research sideof women's experiences, and I should say that we're not a traditional, I'mgoing to say, a five star right at all. Let me explain.So, after a woman does her, you know, five questions survey,she is then on women drivers. She's then invited to answer a twenty toa twenty five question deep dive survey about her shopping or her purchase or hersurvey experience at that dealership. And here's the thing. Ninety two percent,I'm going to say that again, ninety two percent of women who reviewed thedealership fill out this optional survey question. So that's where we get all ofthis data, because nine out of ten women that reviewed the dealer should thengo on to fill out a two thousand and twenty five question survey. Soagain, I just want to give you a background. So when I'm sittingno one, I'm when we're talking about all these stats, that they comefrom these deep dive surveys, from from the reviews, from women themselves.So I just kind of wanted to create that context because you your listeners mightbe we're very good, very good, yea. And all her stats forthe record everybody, because we don't want to go in here and just spit, spit stats in the short times that we do have. We're going tohave links to a bunch of her content that can that dig you deeper intothe percentages and and really show you why you need to take this serious.So, Robert, you have or Susan likely as a question about so whatcan dealers do? So first of all, one thing that we know is womengo to women's shop at one point nine dealerships, let's just call ittwo dealerships, right before she buys a vehicle. And if a if awoman goes to a dealership and she leaves that dealership without buying a car,she leaves that dealership without buying a car, there is just a one third chanceshe's going to return. So I'm...

...going to say that a little bitdifferently. Sixty six percent of women leave and do not return to that dealershipif she didn't buy a car. So that's a pretty big ouch right.It really shows that that dealership really needs to get it right with women.It at first engagement, at that first opportunity, at that first discussion.Now another thing that we track. It's taking that further. What can dealershipsdo? We also know the emotions that women we ask them. It's oneof the questions on that two thousand and twenty five questions. We know thequestions. We excuse me. We know the emotions that women bring with them. Fifty over, the number one emotion, of course, that women have whenthey go into a dealership to buy a vehicle is they're excited that's greatthat they're excited, but then it shifts pretty quickly. Three and ten women, three out of ten women, are apprehensive when they buy a car andtwenty percent of them are down right overwhelmed. So here's the question for dealerships,for a dealership owner or principal or general sales manager, is what areyou doing to really mitigate that apprehension or that over you know what, thatthat confusion or that overwhelmed for women? To really create a pain free business, actually, I'll say it differently, to create a business that really attractsthis buying segment. Okay, that's that. And and before you move on,there what or unless you're going to cover it, you can tell mewhat, what is currently leading to those emotions? What factors are in playthat? Is it just the atmosphere? Is it? Do you know whatI'm getting at? Is it? Is it the perception? The perception?Is it only the above that leads to that apprehensive and there's Overwhel US feelbeing a woman. It said, if it's, there's a couple of things. There's a couple of things. It's a great question. It is aquestion. It is yeah, it's really it's called the past. It's calledthe past. That's right. Yeah, they tend to feem women have ahigh percent. I don't know if you have this that, but they do. They tend to have a high percent of like holding on to the pastand bring up the past, do they not? Perhaps the discussion for anotherday. Seeing so many similarities here. So I'm going to see if Ican implement some of this maybe into my personal life to and you know,really great, fine, a nice woman. It's really that's a whole nother youknow what I'm a I don't even have speechless on that because it's thepast and it's perception. Got It. It's all of that term of womenlast time they bought a car. It probably has a lot to do withthe way that the the car shopping experience is painted to I mean, ifthey're doing all this research, they're they're here in the horror stories that thenet is filled with, you know. So that probably and and you knowwhat, and I wanted to. I wanted to bring that up because,you know, and certainly not to shed that in a negative lighter at all, because for me it's the past, it's the negative perception. There's dealershipsthat I won't go to today because I was dealt with him properly. Andso I do go into some dealerships, even now serving dealerships, when Iwhen it's me making the purchase, and I do sometimes feel apprehensive, andit's actually for the same reason. It's because of a past experience, it'sbecause of, you know, perception all, you know all of those sorts ofthings. So it's a I would say it's even similar on the otherside of the fence. Now the flip side to that is, you know, the top reasons why women buy from the dealership. Absolutely absolutely is herengagement with the sales advisor and it's all about respect and trustworthy to have atrustworthy engagement. If those two things don't...

...happen again, that's why, youknow, that's why sixty six percent leave and she's going down the street andshe's buying from from a competitor. But I'm telling you, if a respectfuland a trustworthy engagement or experience happens, she's buying her car there. Sheis absolutely going to buy her car at that dealership. And so, youknow, warm, genuine greeting, just simple things, you know, justsimple, simple things, answering every question with respect. And I'm going tosay something, and it's this may sound so elementary, but honestly, Isee it time and time again, answering questions with a full sentence. Ithink sometimes we're always like, okay, leather cloth. No, it's actuallyyou know what I mean. I mean, letthercloy good, very good, justanswer, asking her questions in full sentence sentences, answering, answering themin full sentences. I contact. I can fact, they like that.We all. You they we don't? We all? Sorry, I'm sorry. I'm sorry, I'm so bad at this. I mean I've already hadheld myself back from many, many comments already. You are the reason andis in business, Robert, but I meant it's and then it just asasking her questions and, you know, offering your cup of coffee. Imean, look, I think it. Think it goes without saying. Liketen years ago throughteen years ago, culturally, women felt underserved, socially, womenwomen felt underserved in the car industry. And today now they're buying another car, maybe they're divorced, maybe they're on their second or their third marriage, you know. And and and now they're going in and they're having greatexperiences in car dealerships. We really have to acknowledge, I don't know afew gentlemen of seeing some of the WSI reports. So that's by the way. That's women satisfaction index both to the the car brands. I'm telling youwhat, brands and dealerships are getting fibulous scores on women drivers, and thatis women acknowledging their car dealerships and their car brands. So obviously our platformis showcasing dealers and brands and I don't want to say how far they've comebecause there really wasn't a benchmark ten or fifteen years ago. Certainly our companywasn't in business. But it's really showing a new day in two thousand andfourteen and and frankly, isn't that great? But again it we track why womenbuy from a dealership and it all starts with one singular person. Andso in exit it's not the executive, it's not a general sales manager,it's the sales advisor, and so having that individual really having those skill setsand a high eq is imperative. Does does the sex of the advisor comeinto play at all? I don't think it. I don't think it does. I don't think it does. I think women, frankly, we youknow, just anybody. Anybody, doesn't matter what they look like with theirskin color, is what gender they are. I think it generally we like tosee people who look like us on the sales floor. Certainly today andin this in the automotive sector, at the dealership level, we're now upto eighteen percent of all employees are female, but a lot of them are inBDC advertising, admisterry. Yeah, no doubt or out right. They'renot necessarily on the sales I'd like to see it in the sales in thesales context. Right, yeah, right, A. for some I don't thinkit matters. It's just all about engagement and women showcase are on ourthrough our platform, that they're having remarkable in engagement, so that that reallydoesn't matter. I just think we'd like you know, I think what whetheryou're, you know, buying clothes at at the mall or you know thecable person is coming to put in,... know, your new best buyTV, I think generally we just like to see people who look like usto some degree and I think that is augmenting to some degree. Certainly inour industry. How now, because we've kind of approached this from the femaleshopper perspective, what about any apprehension or overwhelming feelings coming from inside the dealership, perhaps not knowing how to reach out to the segment effectively? Is thatthe is that there? Is that it is that the case? Are Imean because, I mean we know that the auto industry, or the insidethe dealership, is still predominantly a a male organization and we are seeing abreakout of some very, very powerful women in the industry. But our dealersapprehensive? Do they know the right approach? Or is it, again, thatthe whole reason that your business exists? Dealers, one on one in aback room or in a closed room, Michael, that's where they'll tell youit's certainly isn't the Internet sales manager or the BDC, that individual thatwill ever say that. That person typically will say, oh, we treateverybody the same, and when we coach that individual we're like, please don'tsay that. Don't say we treat everyone the same. Please don't ever saythat again. Oh my gosh, don't do that, because does your physiciansay we treat all of our patients to the same. Do you want yourdo you want your teacher to say we treat all of our students the same? Please don't ever say that it's a given, or it should be.Everyone wants to be treated special and like they are your only customer. Inany event, and certainly we, for instance, we work with six hundred, six hundred dealers across the nation. We're not. We're not working withseventeen thousand dealers. Were a relatively young company, first of all, secondof all. But no, not, not all dealers are interested in workingwith women drivers because, you know, they either make a may not knowabout us or be they may think that they have women, you know,the women's business or their women's audience. You know kind of I handled.If it figured out, I will. I will share with you a couple, a couple of things again. In the deep dive survey that we ask, women report that their dealership, their dealerships website, is the very firstplace they go when they begin researching for a car. That is extraordinary newsfor dealerships. That means, I mean that's huge. They go to thedealerships website before they go to Oem's website. I mean, that is extraordinary.Now that's the good news. Now there's a little bit of not sogreat news in there, and the what I'll call the other news, ratherthan saying that the B word. The other news is that one third ofwomen say that the dealerships website is actually not helpful at all, that therethere could be a lot more research information on there. It's basically broken intohere's our here's our inventory in our pricing comme on end for credit and willhelp you out for service, but there's not other information, ancillary information toreally help them in the research funnel. And further to the not so goodnews is just thirty two percent of women visit the dealerships facebook page. Sofrom a social perspective, you certain you, you folks, are certainly in thisbusiness. Dealers could be doing a lot more posting relevant and at postingthat could could really engage women. Right now, and when I say rightnow, I mean certainly seems that a lot of posts are all about cars, cars, cars, cars. Again, I'm using a very general statement,so forgive me, but only one...

...and three women are actually liking theirdealers facebook page. So there's a lot more engagement and again, like yousaid, certainly that's where, you know, we we offer, we offer,you know, solutions that are all around engagement and building, building trustand and then marketing that back to their community, their city and distinguishing theirdealership. Certainly, women can buy a car. They've got a number ofchoices in any given city across the United States. Are in North America,and they can buy that car virtually for within a couple hundred dollars of eachother. So why are they going to go to one dealership? Best beanother. So finding a way to really market and distinguish your dealership, tohave it be really a a women friendly and were a family friendly dealership andreally stand out BC of you the competition, is exactly what many forward thinking orelite dealerships it's exactly what they want to do. Yep, so wedefinitely want to post, you know, content to facebook that is more resonatingwith with female buy or shopper in general, more because you have thirty two percent, a good amount of them, or checking it out. And well, I don't mean on what side that yeah, you know. On topof that, I love what you said and it's about it's something I callBr teeing, build relationships, of trust. And you know, like you said, I mean when we audit facebook walls or when we look at websitecontent, it's all very self serving, it's not very informative. But asidefrom that, we find that there's just not that layer of affinity that youknow. It's always just hey, check out this two thousand and ten,blah, Blah Blah for three thousand nine ninety five. Won't last long.And we sit here and think it's absolutely going to last long because that's theworst, you know, worst messaging we've ever seen. So what you're saying, though, is, I mean, and I'm just seeing here on yourwebsite, about how research shows that ninety one percent of women say her familyand friends influence or help influence the purchase decision. And what better place tokind of engage with family and friends and with a network then on facebook?So if the dealer can, you know, effectively market themselves in a way thatresonates with the various market segments out there, especially the female buyer,then they're going to be that much more likely to have an influential purchase decision. Is that is that kind of what we're the conclusion that we're drawing withthat absolutely. I mean I can cure a hundred percent. I mean whenit comes to facebook, when it comes to, you know, instagram orvarious social channels, women leaves the car once every three years. She buysa car once every five or six years, but she gets in her car fouror five times a day. So coming up with, and that's obviouslywhat you folks offer your dealer clients, coming up with, you know,a social strategy that that is, you know, relevant, timely content that'sall about her, her and then the dealer. You know, it's notabout the call, you know, selling cars. It's really about, youknow, a strategy that helps her and and she then looks at the dealershipas really being a trusted adviser. That's not just there about selling cars,because that only happens once every three years. It it's really about like, Ilove that brt. That's fabulous, Michael. If I can just throwagain, you got to forgive me. I'm all about statistics. But onesuggestion, if I may, for your listening audience. Robert and I weretalking about this a couple weeks ago. A lot of you know, youknow your listeners. They are so great at tracking their numbers of units thatthey sell every single month. If I...

...could make a suggestion to them fortwo, three, maybe even six months, to actually track of the units sold. How many units are sold to women, to women? So ofthe total units sold, just simply break that down by gender. Now here'swhy I say that there are we provide tools. There's no charge to themwhatsoever, through through a newsletter. We call it women's Wednesday, and there'sa number of tools or they're totally free to to your listening audience and they'rethey're really simple. They're actually simple to to to institute. But over thecourse of a couple months, if your dealerships sold, you know, ifthey after instituting some of these some of these policies, some of these bestpractices, if they sold an additional five units each month, and then overthe course of twelve months, that would resonate to you know, I don'tknow an average. Now, average car cost? What? I don't know. Thirty two thousand dollars. What's that? That's two million dollars. But butover time, if they sold an additional fifteen units a month, whichis what some, many of our many of our certified women friendly dealerships do. That's an additional fifteen, excuse me, excuse me, six million dollars ayear. So it's just getting into the practice of not only tracking,of course, what they already do, how many units are selling each month, but how many units are selling to women, and making it a bitof a game. Of course, gamesmanship and competitiveness resonates at every single dealershipacross America, and just selling a few more units a month to women andby instituting some of our best practices in art, some of the best practicesthat already existed some and many, many the dealerships. It's amazing how thatcan impact a dealerships bottom line. It's I mean that's why I told you, when we first were talking about coming on, how I knew that Michaelwould be interested in this one, because it's so segmenting on just that.You know, it's just a huge buy or segment that is looked over.Yeah, and I mean is you've touched on a couple of things that youknow flow so well with with what I believe, and I mean you knowyou touched on it. You said, Oh, okay, the first placethat the female shopper is checking out online is the dealers website, and you'vealso said something that I talk a lot about, which is that the dealerwebsite just doesn't have enough information. And so isn't it sad to think that, you know, the average dealership, who's likely getting between three and sixthousand visits a month online, doesn't have the information necessary to actually impact purchasedecisions and there for all of these shoppers are going elsewhere? You know,I was reading a Google report that said, you know, something like twenty fourdifferent touch points are used in shaping the consumers purchase decision. Now Ihave come unprepared. I don't know what the Stat Oh, you know howmany of those are are females, but I think it's safe to say thateighty percent of them are influencing that that and fifty four four percent, oris that the number? Fifty four percent, are actually doing the purchases. Soit's sad to me to see that what could be the most powerful resourcefor shaping a purchase decision is actually so under utilized by the dealership because they'renot providing content on their website, you know, the brt content. They'renot providing information about the vehicles in a way that it resonates with the femaleshopper and are therefore missing this massive opportunity to help shape purchase decisions. Youknow, just a few things as we...

...look forward into the next five years, there's a report out last year that women, thirty women out earn theirhusband's in households in the United States. So one third of women out earntheir husband's and there was actually a report out last week that thirty percent ofmillennial women will not marry until at least the age of forty. So again, as we you know, we're looking at different cultural, social and,you know, financial segments that are happening with women over the past ten yearsand as we look forward over the next five or ten years, there's alot of, you know, women that are that are staying single longer andthey're also now out earning their husband's so there's just so much opportunity and moneyon the table for dealerships that want to step out of, you know,the traditional come on in this weekend and get your best prep. You know, we have the best pricing. That model has worked and it's worked greatfor forty or fifty years. But reviews, you know, reviews are now acompletely different model, because women rely on reviews fifty percent more than men. Why? Because she wants to get right, IE, she wants toavoid getting it wrong. So women rely on card dealer reviews. Your lawnmode, I getting my my lawnmode on. My Gosh, what's that? That'son that. What's the stats on women picking their well, that's one point. None. I'm skiddy, but so so. You know, there aresome forward thinking deals that are now incorporating their SI, their SI, intotheir advertising campaign. There, you know, they're there their commercials, they're onlinecampaigns. But again, just in so many different dealerships, they're stillusing we have the best part, you know, the best. What doesthat mean? For Heaven's sakes, our research shows that women buy a carbecause of price. That is the number sixth reason. It doesn't mean it'snot important. It does not mean it's not important, but boy, she'sgot to get have a have a car advisor, a sales advisor who's gotto have a high eq. He or she has to pass being trustworthy,being respectful, being likable, being understanding. Boy, there's a litany of Eqtest in a two or three minute time span. That that those thatthose skills have to be your skills. I guess they're more of what arethey? What are they called? Let's get character traits. Character traits.Yeah, very good, right, Ye, have to be emitted. And thenshe'll get into the conversation of price. So there's really different ways for dealersto advertise and distinguish and really segregate themselves from other brands and their respectivecity and in towns. And you know something here as well. I meangoing along with the market segmentation, as I was learning more about you andI had noticed some past experience in the marketing industry for what is it apt? Was it a from here? American Eagle? Eagle? Yeah, andin an experience. You know, something that I tend to draw on iswhen you walk into these retail outlets, you know specifically by the imagery,the posters hanging in the in the store, the way they're laid out, thatthat store is for a specific market segment. I use, you know, companies like American Eagle or Abercrombie, because when you walk in you don'tsee any old men wear in their you...

...know, shirts untucked and unbuttoned andall this kind of it's very young hat Hampton's kind of, you know,looking young surfer guys and and the you know, the good looking, youknow, blond, blue eyed, bikini wearing kind of and so you walkinto those stores and you know exactly who there for when you go to theirwebsite, you know exactly what audience there for when you go to a dealer'swebsite. I think we're still focusing on people who purchase vehicles and we don'tnecessarily break that out and say, okay, well, who are they? Whoare people that purchase articles? Can't point and and you know in theother thing you said they're about the price. I mean, I'm so passionate aboutthis because I feel, like you know, dealers out there are wagingthis fierce battle over what is probably only like two to five percent of inmarket consumers and, like you said, there's a whole litany of Eq teststhat happen based on the character trait of who they're dealing with in the dealershipthat they're working with, before they even arrive at price being a relevant factor. I even think about like what is the the what is the phase oflife that the individual is and you know, I look at young families, Ilook at the you know, maybe it's female shoppers who just graduated,you know, college or who are going to college, or who are youngmothers or retired mothers or whatever it might be. In those sorts of youknow, the phases of life also can impact purchase decision. You know,I think of you young mothers who are interested in safety and and economy andseating configurations and all those sorts of things which first lead them to specific typesof vehicles. And so there I you know, I feel like with allof those research touch points that happen online, these market segments are qualifying themselves tovarying degrees before they even show up to the dealership. And then whenthey do show up there, it's almost like a job interview for the dealership. It's like hey, why am I going to give you my money ator in other words, why am I going to hire your dealership to provideme with these products and services? Is that accurate? Is there something I'mmissing out on there or anything that you can elaborate on? No, no, I think I think you're you're you're a hundred, a hundred percent,Michael. I think you're I think your spot on. I I would takethat even even further. Again, I'm always about in dealership. I'm alwaysabout in dealership. And what else can dealerships do? I I I thinkI frequently like in again, I'm always thinking about the future and what dealershipscan do to really make a difference, you know, with with women andand I think about like, you know, grocery stores. You know, it'ssometime, some time ago. I don't know when that was, butyou know, even when I was a kid, they just simply sold foodand I sold food. That was it, you know, and then at somepoint in time they became larger and they became more like convenience and theyincluded banking or, you know, cafes and they you know, childcare wasincluded or dry cleaning or pharmacies were added and and I do think it's somepoint in time, and this is really for larger dealerships. This is certainlynot for you know, maybe a single store, but I do think thatfor larger dealership groups it's really an opportunity again to become not just dealerships butdestination points, to add become more it's not just women, it's not justwomen friendly, it's really family friendly. So adding value services like, Idon't know, like a yoga studio or a boutique fitness you know, justa small studio with a changing area, you know, and you know noteverybody wants to sit there and watch TV. So having, you know, aplaystations. You know there's a lot of mom gamers, not just forthe kids, but certainly for mom Gamers,... know, while their cars beingserviced. There's just so many opportunities for dealerships to to add value sothat their dealership is really more of a destination shop. The the other thinghere's a takeaway for your listeners. Here is a definite takeaway. The numberone requested concier service from from women on women drivers is that women want anovernight vehicle. They do not want to have to sit there in the servicedrive and and or have a shuttle bus take them back and forth. They'vegot kids at home. That's usually one there. They're single MOMS, theyfrequently out earn their partner. They don't get and again, this is allyour kind of in the path. This has been a service that has beenmade available by luchurary brands. You know what share Valet Tia dealerships don't justlet the the luxury brands make that available. How have you know, hund justmake that available to your customers and it's a service and it's appreciated andyou know what, she really will appreciate that and she will remember it becauseit's certainly we all know it's not about just the sale. It's about retaining, retaining and the relationship. Those are two things that go hand in hand. And if you make it easier on her, because women it's all abouttime, it's all about time and money. And but if you can make iteasier on her, that's going to go a long way in that relationship. And right there is one. Adding the fleet, adding overnight to youryour value proposition all automatically increases your your your chances of selling the more women, because it's a thing that hits him with them. Michael, absolutely andthank you so much for being on the show with us today. So muchinformation. I love that you are an encyclopedia of statistics because, yeah,I'm telling you what, because, but I'll tell you why. Because thosestatistics six represent how dealers can absolutely take action to improving the experience delivered throughthe dealership to become more profitable and to become more successful. Some of thosenumbers that you shared with us like, you know, simple things that canbe done to increase sales, but or or the attribution of sales to likesix million more dollars per year. Those, those types of things are so powerful. So, once again, thank you so much. How how canour listeners get in touch with you? We're pretty active on twitter. Wecertainly have a press. What's facebook? What's our our handle is women drivers, women drivers, so follow that on facebook everyone, and again twitter.I'm sorry, and again all all the ant's links and everything that she's talkingabout. Will have them in the show. Note. She's a good friend ofmine. She has a lot of great, great, you know,value to bring to the you know, your organization into the industry with,you know, the the just the insight, lease stats man. If when youknow stats like this, it makes 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 been a pleasure. Thanks so much, but you find hereand there you have it, folks, that was our friend and Fleming Womendriverscom Michael, this was her kind of...

...your first real engagement with Ann.What did you think? I told you that she's right up your alley,man. Yeah, she totally is, and so professional and I love theway she speaks. She's very engaging. And again, I mean those statistics. I don't know anybody just off the top of their head. And thecool thing, you know, you and I were talking about this, isthat those statistics, much of them, I mean some of them, comefrom any yeah, but most of them are coming from Ida, the datathat she's acquiring and, you know, from a powerful customer base, theacquisition of all of this Intel to share in further enhance the industry. Ithink you know, she's just so professional and I love, you know,I love anytime we get a human glimpse into our guests and and here inthat we'd whacker going in the background. was just it made my day awesome. Well, you would have heard my kids yelling upstairs after I gotta likelocked the flowers in the attic, locked upstairs while I do this recording.Love it. Last week is summer, but yeah, and the liver verse, you know, pure data. Some of it is just obvious on theactions that you take to you know, you know benefit from it. Andright there was one. I mean a woman is you know, one oftheir main, constantly aire's requests is an overnight vehicle when their vehicles and service. So there you go. I mean that's an easy thing. That reallytakes nothing to put an action. There's that and the validation that your websiteis the first place that that not just all shoppers, but especially female shoppers, are going and the fact that you know, like she said, athird of them that are filling up these surveys are saying that they're just isn'tsubstantial amounts of information to help them shape their purchase decision. So right there, that's a simple thing that you can start doing to really kick things upa notch and start dominating online and have it translate to the offline interaction.Do us a favor. Go sorry, go ahead, I think one time. It's sorry about that. I think one time, though, we should, because your nobody does that like you men. Nobody knows how to,it's so doubt in on how to talk to these individual segments using your website. We should probably, you know, drop a session for them covering thatand and with ideas and actionable ideas on the what what you need on yourwebsite to attract to these segments, basically to resonate with them. Yeah,absolutely, and in fact, actually before we kind of rolled us out,what I wanted to say is something that fits along with that is did didI tell you about the book? Check it out, man. So youknow I've got this book coming out. Title is don't wait, dominate andit's all about how to release the floodgates of online opportunity and it fits sowell with what we talked about today and market segmentation, and I do getinto a ton of detail, but what I'm doing is I'm offering free VIPaccess to bonus material that's going to go to those who sign up now,and so what I wanted to do is just quickly tell you about that.Check out Michael Acerillocom forward book where you can register for those free, exclusiveVIP bonus materials, and it fits so well with what what Ann is talkedabout and how to reach out to those market segments. Check out ands website, women driverscom and then, of course, connect with her on twitter at womendrivers and Tho notes. All the data and resources exactly in this sessionwill be at where the dealer playbookcom listen. Guys, we are so grateful foryour support. Like I said, we're being listened to in fifty countriesand that is because of you. Guys. We love that you're coming back everyweek. We appreciate you and we look forward to talking to you nexttime. See You then,.

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