7 Ways to Effectively Connect With The Millennial Female When She Is Purchasing A Car

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MILLENNIAL WOMEN ACCOUNTED FOR $80 BILLION IN NEW CAR SALES LAST YEAR!

Of the 17.5 million new cars sold in the U.S. in 2015, millennials made up 27-percent, of which 53-percent (2.5 million) were women. Considering the average new car price of $33,000 in 2015, this translates to millennial women being responsible for approximately $80 billion in new car sales.

So, how much do you know about “her” when it comes to buying a car?

It’s not enough to simply understand women as a whole. To effectively reach the millennial female during the car buying process, you must be sensitive to how she differs from non-millennial females.

A recent study conducted by Women-Drivers.com sheds light on some of these similarities and differences.

  • While “excited/excitement” is the number one emotion both buyers felt while shopping for a car, millennials report “relaxed” as being number two, versus “apprehensive” for non-millennials (relaxed rates as #4 for non-millennials.) “Confident” is ranked fourth in millennials (sixth in non-millennials).
  • “Trustworthiness” and “respect” are ranked #1 and #2 for millennials’ reason to buy from a sales advisor. “Understanding” replaces “knowledgeable” as #3.
  • Millennials travel farther to purchase a car and are less likely to shop at the dealership closest to their home. This group traveled 21.5 miles (vs. 15.4 miles for non-millennials.)
  • “Style and Design” and “Color” rank high in the millennials top factors for purchasing. While price is still the top factor in choosing a particular car, “style and design” ranks #2 and “color” ranks #4 after “brand and model’s reputation.”
  • In the service area, a courtesy/overnight vehicle ranks number one for both millennials and non-millennials, but a wireless connection and café rank second and third.
  • One in four millennials (vs. one in five non-millennials) read car dealer reviews prior to visiting the dealership. 44% (vs. 34.5%) visited the dealer’s Facebook page and 67.5 (vs. 57.5) “liked” the dealer’s Facebook page.

Seven take-aways from the study that could improve your sales immediately:

  1. Understand and respect her confidence to gain her trust.
  2. Assume she is knowledgeable about what she wants. She has done her homework.
  3. Ask questions specific to her wants and needs and then, LISTEN.
  4. Respond truthfully. She is savvy enough to get online immediately to access information.
  5. Guide her through the process without making her feel pressured.
  6. Understand the importance she places on the design and style, as well as the functional features.
  7. Develop a relationship with her online through your social channels if given the opportunity.

For more information on the study, click here.

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Stephanie Holland, founder and author of She-conomy® and agency owner for more than 30 years also served as the Executive Creative Director. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. SUBSCRIBE TO SHE-CONOMY

 

 


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