By Sally Whitesell, President of sw Service Solutions and the founder of
Fixed Ops University.
The moment a woman enters your dealership, she is looking for signals — signals you may not even realize you are sending. What is your demeanor? What are your intentions? Do you take her seriously?
Why should we care about the signals we’re sending to women in our dealership? Because statistics show that women are a major economic force. Market analyst Bridgett Brennen states in her book Why She Buys that women drive 70 to 80 percent of all consumer purchasing, through a combination of their buying power and influence.
We women enter a male-dominated arena, such as a car dealership, on the defensive. We often have expectations that our service advisor may:
So how can a dealership’s staff create an environment that will make females comfortable?
If you ask a woman how she wants to be treated in a dealership, she will tell you, "I just want to be treated the same as you would treat a man." This simply isn't true. There is no denying that women want — and expect — a higher level of attentiveness, reassurance and professionalism, but remember: If you deliver a great experience, women are three times more likely to fill out your survey and we will tell all of our friends.