In Focus Consumer Credit
Car dealerships are missing out on female customers
Looking at how one industry, amongst many, might change its communications to speak better to its female customers
Judy Terry Independent public relations professional
judyterry@btinternet.com
UK new-car sales are suffering a bit of a hiccup following a couple of boom years. Whilst blamed on Brexit, experts point to something else: looking after customers is a low priority for the motor trade. A JD Power Customer Service study spoke
to 8,000 car owners, 61% of whom said they had to wait to be greeted at a dealership, yet this increases satisfaction by 48%.
A disconnect There is a disconnect between buyer and seller, ‘by ignoring what people want, car dealerships lose them. There should be a focus on building relationships and pampering existing customers, as well as new ones’. It is also about building trust, and this is
especially true when the customer is a woman, who is less likely than a man to go elsewhere for annual servicing, and more likely to recommend a dealership to friends if she has a good experience. In America, women purchase 62% of cars
and influence 80% of new-car purchases. This is increasingly reflected in the UK’s
car market, but further research on women-
drivers.com states that women complain about being ignored or intimidated by men when visiting dealerships, where nine out of 10 sales executives are men. This means that women tend to research
cars online, and visit up to seven showrooms before making a purchase.
The experience After having a range of different company cars, from a disastrous Marina (remember them?) to BMWs, since going freelance more than 20 years ago, I have been buying my own cars, and endorse this research.
20 Despite knowing what I want, but hoping
for advice, salesmen seem incapable of taking me seriously; I nearly gave up when looking to replace my own car last year, having visited nearly every showroom (except the most expensive) in Ipswich, where I was simply ignored. That is unacceptable. In a recent interview, the chief executive of
one of Europe’s biggest car manufacturers – who happens to be a woman – confirmed and deplored the culture which she has identified across her own business. Regrettably, she recognises the misogynistic behaviour will take time to change.
www.CCRMagazine.com
There is a disconnect between buyer and seller, ‘by ignoring what people want, car dealerships lose them’
Willing to change For those organisations willing to change now to woo female, as well as male, buyers, here are some tips from other research, and my experience as a marketing professional: lWomen are less influenced by speed or performance, and tend to keep their cars longer than most men because they have lower mileages. They want assurances on warranty, safety, reliability, and insurance, as well as potential resale value. l They do not want jargon in response to straightforward questions: this is also true of men, who are embarrassed by not knowing technical data, so do not ask questions. lWomen are more willing to buy a second- hand car from a recognised dealership, whilst men are more likely to buy from a third party. lWith modern technology, take time to explain how everything works and create simple guides for changing the clock, unlocking the bonnet, and so on. User manuals made up of hundreds of pages are
March 2018
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