By Christine Corelli and Doug Dvorak
Smart automotive service businesses and tire dealers adapt their selling style when interacting with a female customer. They also take steps to ensure their environment is appealing to women and would be considered as “Female-Friendly.” They have recognized the importance of these vital aspects of business success.
Extensive studies and research have been conducted on this topic. One study revealed that 80% of cars brought in for service are women. Another study indicated that they are the most influencing demographic of tire buyers in the US.
Selling to Women – Differences You Should Know
Whether you are selling in a retail setting or to commercial customers, having an acute awareness of these differences and applying the highly effective techniques will help you get the results you want – more tire and automotive service sales!
Women think differently.
Women’s brains are wired differently. Simply put, they are far more sensitive and emotional than the majority of men. (Most men have learned this truth even before they reached adulthood!) It makes sense that when selling to a female customer, you will be in a better position to make a sale if you trigger an emotion.
For example, you might say, “Ms. Jones, your treads are worn badly on all four tires. Driving with bad tires is not safe, especially in bad weather. It’s not worth the risk.” Or, “Most customers purchase four at once instead of two and two later. Money is an issue for everyone these days. You will always get the best price when you purchase four at once.”
Selling should be perceived as “helping.”
An important character trait for anyone in sales is to be “helpful.” Be sure you are sincere and that the sincerity comes through. Many women are highly intuitive, and will easily see that you are simply trying to make a sale and not sincerely interested in “helping” them.
Men are more transactional.
Men don’t like to shop. They like to buy! Men want to close a deal and be done with it. Women are relational. They want to feel a connection to you and your business. And, for most women, relationships and service trump product and price.
Connect with a female customer.
Before you can develop a relationship, you must first establish a connection. A warm smile and a “How can I help you today?” is a good start. Or, “Hi, I’m John. And you are…?.. Jane, how’s your day going so far?” “What brings you in today?” … “Okay, we’ll take good care of you. Have you had any other problems with your car?” Are you from this community?” Spend more time opening and exploring as opposed to closing.
Women communicate differently.
There are many communication differences you can expect when selling to a women. One thing you already know is that they talk a lot more. Let them. While it has not been scientifically proven, it has been claimed that women speak about 20,000 words a day – some 13,000 more than the average man.
When listening, men want facts and figures. Women want the complete story. Give it to them. Tell them everything about how and where the tires are manufactured, how to determine the best quality, what customers buy most often, and what they like the most. Most important, tell what will give them the most value.
Keep in mind, that while men are generally more focused on getting the best price, women are more interested in learning about quality and getting the right product or service to suit their needs.
Be prepared to answer many questions.
Women research and ask questions – many questions. They need all information and details before they will make a purchase. Some sellers can become impatient and oftentimes view these questions irritating. Some even become condescending toward women without ever realizing it. “Talking down” or sounding patronizing in any way would be deal-breakers.
Example:
A woman knew she needed new tires. At the first tire store she visited, the salesperson seemed to get irritated with all of the questions, and the answers he provided were short and uninformative. She even caught him rolling his eyes at one point. What the woman wanted is to be sure she would get the best tires at the best price.
At the second store, the salesperson confirmed and agreed with her concerns, and he answered all of her questions in a thorough, interested manner. “Many people are concerned about that. Here’s what experience has taught us…” He took his time with her. Can you guess where she ended up purchasing the tires? Interestingly, the prices at that second store were slightly higher. She not only bought the tires, but ended up having them install a new timing belt.
Women buy differently.
What’s important to women is whom they buy from. They will buy from a salesperson they trust. They will buy from a business with a great reputation, and where they receive a stellar customer experience in every aspect of the business process. Give them one.
Women shop differently .
Men like to buy. They will go into a store, and get what they need. Women like to shop. Recent research has revealed that women are far more likely to shop for tires on the Internet first, before they come into your place of business. When in a store, they like to have choices. Provide them with choices on merchandise and service packages.
Women notice everything!
Women notice everything about you, your employees, and your place of business. Make sure every employee has a neat, professional appearance and are well groomed. The merchandise displays and service areas should be neat, orderly, and free of dust.
Be “Female-Friendly”!
Pay attention to whether you are a “Female-Friendly Business.” The majority of today’s retailers have taken steps to ensure their business environment is loud and clear that women are important. Others have shown some improvement in this area, and yet others have a long way to go. To ensure your business environment is female-friendly take the following steps:
- Train your employees on how to sell to women.
- Provide an immaculately clean and comfortable waiting room with women’s magazines.
- Provide immaculately clean restrooms.
If you really want to impress women, you can take it farther.
Examples:
- If you see a woman getting out of their car to come into the store, and you are not working with a customer, walk toward the door and open it for them. Better yet, go into the parking lot and open the door for them.
- Escort them to the waiting area and serve them bottled water, coffee, or herbal tea.
- On Mother’s Day and Valentine’s Day, keep a pot of tea roses below the counter and hand them one when they pay for your service, and thank them for their business. If you buy them in bulk from a floral distributor, they are inexpensive.
- Hold special promotions and deals for Women Only.
- Provide printed material at the counter that simplifies mechanical language.
Selling to a woman takes superior selling skills, class, professionalism, and a great deal more knowledge. For now, think about your selling style and your business environment and ask yourself this question-
If you were a woman, would you buy from you?
For information on “Selling to Women, Today’s Greatest Economic Engine sales training program, visit howtoselltowomen.us or call (847) 477-7376, or (847) 359 6969
About Christine Corelli
