Women Car Buyers
In the book Essential Guide to Selling to Women (Kaplan 2006) a statistic noted that women influence the purchase of 83% of all consumer products, including 95% of all vehicles sold in the United States. And they buy 50% of all new cars.
A website for women car buyers called Car Buying Her Way was launched by women certified and autonation direct to help make car buying for women stress free.
“Eight in ten women feel undue pressure when browsing a dealership showroom, and an equal number won’t visit a dealership without a male companion,” said WomenCertified’s founder Delia Passi.
Passi explains how women have a different buying process than men. Typically, they take more time with their decisions, “73% of women buyers will spend time online researching a car before buying.” Women also visit an average of three dealerships before buying.
Passi who has done extensive research in women’s communication and shopping habits notes that men SEE, THINK and ACT.
“Women see, think, think some more, feel good and buy. They collect information and referrals from other people,” she says.
“Is that why I like to look around Bloomingdales until I’m ready to faint, go to lunch with my friends and then go back in for the big buy?” I asked.
“That’s right,” she replied. “While you’re eating you collect information. It’s called the collaborative buying experience. We talk to others, collect thoughts, and justify our actions.”
Passi’s company, WomenCertified, focuses on attentive customer service, active listening, effective gender communications and building trusting customer relationships.
As explained, “WomenCertified is creating a customer service revolution for women by setting the standard for excellence in service—which I think many women feel is lacking in the automotive industry. We love to shop but we hate to buy a car.”
For that reason CBHW cuts right to the heart of what women need .
#1. Vehicles are offered at pre-negotiated pricing to take the haggling out of the equation.
#2 To get that one-one-one interaction, customers are guided through the car buying process (over the phone and web) by a Personal Auto Shopper trained to deal with women’s concerns.
When I asked about some of the other women’s car sites, Passi suggested that a lot of them are lead generation: they capture information and lead them to a company.”
To read more visit examiner.com
Short URL: http://www.askcarexpert.com/?p=420
Posted by blogadmin
on Jun 26 2009. Filed under Car Reviews.
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