What Drives Women?
Women make a majority of service and buying decisions, but most are uncomfortable bringing their cars in for service. Why is this? This Webinar will help you capture more of a demographic that is crucial to your business.
1. sw Service Solutions
presents
Not for distribution without prior permission or authorization from Women in Automotive LLC #WomenInAuto17
2. What Drives Women?
• Women influence over 85% of all purchases.
• Women now control over 60% of personal wealth
in the US.
• Women spend over $200 billion on new cars and
mechanical servicing of vehicles each year.
• Most service departments report that over 65% of
their clientele is female.
• Women are 3 times more likely to read and fill out
reviews.
• There are many similarities between female clients
and Millennials as the gender gap narrows.
Statistics from Media Post, Forbes Magazine and Edmunds #WomenInAuto17
3. The volume of new
vehicle registrations to
women increased by
39% over the last 5
years, compared to
19% for men
0% 20% 40% 60%
Men
Women
Increase in vehicle
registra ons
What Drives Women?
#WomenInAuto17
5. What Drives Women?
#WomenInAuto17
1. Get rid of clutter, old displays, signage
and awards.
2. Play lighthearted music on the drive.
3. Create warmth with pictures of families,
plants and fresh paint.
4. Set up conversation areas and private
work & charging stations.
5. Keep your television on family friendly
channels. HGTV, DYI, Travel or
lighthearted morning shows. News
should be avoided.
6. Offer a variety of coffees, teas, and
juice boxes. Provide snacks and create
a nice display of these amenities.
6. What Drives Women?
#WomenInAuto17
7. Provide a play area for children
with toys and fun activities.
8. Restrooms should be updated
and clean with a diaper-
changing station.
9. Wi-Fi should be easily accessible.
10. Arrange your parts displays in a
boutique style.
11. Every area should be cleaned
and maintained through out the
day.
12. Make sure your team looks
professional.
7. What Drives Women?
#WomenInAuto17
Women fear their advisors will:
• Be too controlling
• Be authoritative or condescending
• Make her feel stupid
• Flirt or give unwanted attention
How do we overcome these misconceptions?
• Keep a pleasant facial expression and a good attitude
whenever clients can hear or see you.
• Always validate her opinions.
• Don’t flirt or make inappropriate comments.
• Don’t use terms like Honey or Sweetheart.
• Don’t send the “attractive women alert” through-out the shop.
• Hire more female advisors.
8. What Drives Women?
#WomenInAuto17
1. They felt like they were interrupting a “busy” advisor.
2. They did not feel they were being listened to.
3. They felt that their concerns were not taken seriously.
4. They felt their advisor was rushing and pressuring them to buy
unnecessary services.
5. They did not get a clear explanation about why services were
being recommended.
6. They were not updated regularly on the vehicle.
7. The car was not ready when promised.
8. The dealership was not “kid friendly”.
9. Inappropriate stares, comments or flirting occurred.
10.The dealership did not provide adequate alternate
transportation.
9. What Drives Women?
#WomenInAuto17
• Immediate acknowledgment is key- Do
not let the phone or the computer keep
your advisors from connecting.
• Slow Down –eliminate “real quick.”
• Cell phones should be put away.
• Implement the ten foot rule.
• Eliminate chaos (caused by a lack of
processes and training).
• Implement the “No Groan Zone.”
• Start each write-up with a professional
greeting.
10. What Drives Women?
#WomenInAuto17
Good morning, welcome to XWZ
motors, my name is Sally and you
are? Ms.________ thank you for
coming in. How am I going to
help you today?
Okay, first I am going to ask you a
series of diagnostic questions to
help our technicians get a better
understanding of your concerns.
If you have any questions as we
go along, please stop me. Again,
my name is Sally.
11. What Drives Women?
#WomenInAuto17
Teach your team to stop, look & listen!
1. Eye Contact - 3 key moments
2. Don’t interrupt - 3 Second rule
3. Treat couples as equals
4. Ask good diagnostic questions
5. Nod your head and take notes
6. Repeat information back
12. What Drives Women?
#WomenInAuto17
Use Value-Adding Phrases for more peace of mind.
State of the art facility
Latest diagnostic equipment
Certified Technicians
Factory original parts
Factory warranty on parts
Ongoing Training
13. What Drives Women?
#WomenInAuto17
Ms._________, you have given me
some great information to pass on
to your Certified Technician. Once
he gets your car into our state-of-
the-art shop, he will only use new
factory warranted parts and
equipment to diagnose and repair
your vehicle. He will also test drive
your vehicle to make sure it is safe
and ready to go. I don’t want you
to worry about this at all today;
your car is in good hands.
14. What Drives Women?
#WomenInAuto17
Implement an interactive walk-around 100% of the time.
Make it fun and informative.
Always point out the good before the bad.
Use compliments to break the ice.
Find out how they use their car.
Create transparency:
Alignment racks, tire tread depth, battery testers.
Bring worn or dirty items to the waiting room to up sell.
Take pictures to show or text to validate needs.
15. What Drives Women?
#WomenInAuto17
Always use a preventative maintenance menu!
Women like to follow plans and want it in writing.
It validates your recommendation.
It creates consistency between advisors.
Menus eliminates surprises.
Take the time to make a personalized benefit-based presentation.
Women & Millennials make buying decisions based on
emotions.
They both want a low pressure environment.
Be ready to back up anything you are selling.
16. What Drives Women?
#WomenInAuto17
Look and listen for verbal or physical signs.
Ask questions
Show sincere interest
Validate opinions
Use this information to personalize
your benefits and your close.
17. What Drives Women?
#WomenInAuto17
It’s time to do your 15K. That
includes an oil change,
rotate and air filter. Would
you like to get that done
today?
No wonder they are unsure!
18. What Drives Women?
#WomenInAuto17
“Ms._________________ while performing our complimentary walk-around
I noticed that you are right at 20,000 miles. I want to show you our simple
preventative maintenance menu designed specifically for your car. It
guides you through the best plan to prevent major repairs and problems
on the road.
Your Certified Technician will change the oil and filter using the factory
recommended oil blend and the manufacturer’s filter. He will also
change your air filter which will improve performance and help you to
get the best gas mileage. Then we will rotate your tires so you can enjoy
the smoothest ride possible and a better handling vehicle during your
travels next week.
Most importantly your Technician will take the time to thoroughly inspect
your car and make sure everything is exactly as it should be so you can
feel safe and enjoy your trip. The cost is $________ and we will only need
your car for the afternoon. Will you be needing alternate transportation
today while we prepare your car for your vacation?“
19. What Drives Women?
#WomenInAuto17
• Avoid giving best case scenarios
• Set an one hour window for the first
follow-up call, text or e-mail update.
• Note it somewhere that everyone can
access
• Make notes as to the time they called
and with whom they spoke.
20. What Drives Women?
#WomenInAuto17
"Mr./Ms.____________, I want to assure you that our goal is to
diagnose, repair, and return your car to you by the end of
the day. However, I want to make you aware that
occasionally when your technician starts to perform the
work, he finds that it is a little more detailed than expected,
so he may ask to keep it overnight. In even rarer instances,
we may find that we need to special order parts
specifically designed for your car, which could take a little
more time. Rest assured that as soon as we get your car
into the shop and diagnosed, I will be able to give you a
complete price and an accurate time for the needed
repairs to be performed, fair enough?” You can expect
your first update call from me between ____ and _____.
What number will be the best at that time?"
21. What Drives Women?
#WomenInAuto17
Teach your advisors:
• Strong communication skills by providing word
track examples.
• How to perform a complete check-in process by
holding on-going training sessions and doing
weekly role-plays.
• To enjoy training by offering incentives and fun
competitions.
If we are going to change our future,
we have to change our habits!