Jody DeVere from AskPatty.com gives quick tips on how you can improve your marketing efforts for women.
One of the basics of marketing to women is that marketing (in the traditional sense), is just one step. You can create a fantastic advertisement or marketing promotion, even incorporate compelling features based on feedback and input from women, but if the experience at the dealership is uncomfortable or stressful, you won’t get the sale.
In their book, Waiting For Your Cat to Bark?, co-authors Brian & Jeffrey Eisenberg help marketers understand how to deal with the reality that the customer is in control. They suggest becoming your own customer and going through your own dealership buy process. Pretend that you’re a prospect just at the beginning of a purchase, searching for information. What search terms would you use? What stores would you visit? What questions would you ask the salesperson? Then, how does your business line up to this?
Dealerships that want to succeed must take every interaction into account and understand that for today’s consumers, it’s action not words that motivate. (Especially when it comes to women, who make 80% of the purchasing decisions.)
... Read More!