Selling to Women - Tire Review Magazine

Selling to Women

Tire and automotive servicedealers, especially, need to remember that women do indeed hold the pursestrings when it comes to purchases. They wield significant economic power,purchasing 80% of all consumer goods. And, they make up about 65% of thecustomer base for automotive repair and service centers, according to theAutomotive Aftermarket Industry Association (AAIA).

So, how can tire dealers getwomen to use their economic power in their shops? Here are a few words to thewise:

• Market consultants saythat women are less apt to make a formal compliant about bad service. They justnever come back. They will, however, tell their friends about the bad – or good– service they experience. They also tend to be more loyal to particularproviders, brands or companies.

• Women are more likely thanmen to head single-parent households. They generally earn less, so they aremore cost and value conscious. And, since dual-working and single parents haveheavy time demands, convenience is a major consideration. However, for womencustomers, convenience still comes in second place. Trust is first.

• Offering play areas forchildren, board games, appropriate magazines or reading corners in yourshowroom is a great way to attract women customers who may shop with theirchildren.

• Women are concerned withsafety and education. Creating advertisements stressing tire safety,demonstrating how to change a tire and taking an educational approach in youroverall marketing/selling strategy may impress women customers, who will telltheir friends.

Here are a few things youshould never do if you want to attract new female customers or keep yourcurrent ones:

• Don’t be condescending ordiscriminate against women. Don’t require that accounts be established in ahusband’s name or that financial agreements be countersigned by a malerelative. Unfortunately, in some vehicle service shops, those things stillhappen. And it’s a big mistake. Keep in mind that the risk of losing a potentialcustomer is only secondary to the risk of a discrimination lawsuit.

• Be honest with your womencustomers, and don’t underestimate them. Word will spread like wildfire if youtry to pull a fast one.

It’s a business reality:Today’s woman is likely to be a “driving” force in the selection of nearly anytype of automotive buying decision.

Click here for more ways to strengthen your sales efforts. 

– Source: Tire ReviewBusiness Toolbox

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