Selling to Women Cheshire CT
www.secondstageconsulting.com
New Haven, CT
203-453-1642
Guilford, CT
860-770-8548
Waterbury, CT
1-800-809-0059
New Britain, CT
203-453-0732
Guilford, CT
203-458-4000
Guilford, CT
Selling to Women
Tire and automotive service dealers, especially, need to remember that women do indeed hold the purse strings when it comes to purchases. They wield significant economic power, purchasing 80% of all consumer goods. And, they make up about 65% of the customer base for automotive repair and service centers, according to the Automotive Aftermarket Industry Association (AAIA). So, how can tire dealers get women to use their economic power in their shops? Here are a few words to the wise: • Market consultants say that women are less apt to make a formal compliant about bad service. They just never come back. They will, however, tell their friends about the bad – or good – service they experience. They also tend to be more loyal to particular providers, brands or companies. • Women are more likely than men to head single-parent households. They generally earn less, so they are more cost and value conscious. And, since dual-working and single parents have heavy time demands, convenience is a major consideration. However, for women customers, convenience still comes in second place. Trust is first. • Offering play areas for children, board games, appropriate magazines or reading corners in your showroom is a great way to attract women customers who may shop with their children. • Women are concerned with safety and education. Creating advertisements stressing tire safety, demonstrating how to change a tire and taking an educational a... |
