Marketing And Selling To Women

1. Marketing and Selling to Women
Jody DeVere – President
&
Peter Martin – CEO
AskPatty.com, Inc.

2. Introduction - Jody DeVere & Peter Martin
Jody DeVere is President of AskPatty.com, Inc. and has more than
twenty-five years of achievement in sales and marketing
leadership, including ten years developing web-based business
solutions across diverse industries. DeVere is currently the
President of the Woman’s Automotive Association International,
the premier women’s organization for women automotive
professionals, a member of the Car Care Council Women's Board,
and a member of the SEMA Businesswomen's Networking
Association and Chairs the Motorsports committee for the United
Jody DeVere Spinal Association.
Peter Martin, founder and CEO of AskPatty.com, Inc., has been
engaged in a wide array of diverse adverting and marketing
ventures ranging from introducing eMail Matching to the auto
industry and pioneering the development of the first Video eMail
Technology, to developing multi-channel marketing which
incorporates Direct Mail, Direct eMail and telephony services to
increase campaign response rates.
Peter Martin

3. Training Objectives Overview & Program Outline
Objectives:
• Create awareness of the women’s consumer market
• Strategies for Selling To Women
• Learn how to increase loyalty
• Learn how to position your product and services as solutions to her needs
Program Outline:
• Marketplace overview
• Customer psychographics
• Understanding gender differences
• Selling Strategies
• Q&A

4. Power of the Female Buyer
Women buy the ‘majority’ of all
new cars
• They make more than 50% of
all car purchases and influence
over 85%.
• The figure can be upwards to 60%
and 90% respectively,
depending on the brand.

5. Consumer Women Quick Facts
• Women are responsible for 83% of all consumer purchases
• They account for 88% of retail customers in the U.S.
• 62% of women vs. 32% men manage the family checking account
• 46% of women vs. 42% men head up savings and investment accounts
for their family.
• 53% of women vs. 30% men create the family budget
• Women buy the majority of all new cars
• They make more than 50% of all car purchases and influence over
85%
• 83% of women are responsible for the maintenance of their own
vehicles
• 85% of all CSI surveys are completed prefer to do business by
women
• 86% of women would with a company that has been trained in
understanding the needs of female consumers.

6. Survey Says……
“According to a recent poll of 9800 women,
conducted by CarMax, women say purchasing a
vehicle remains a hassle.” Executives said “this
year's study showed dealerships had made no
improvement in women's biggest gripes in the
buying process since the last time the poll was
conducted in 2004. “

7. Survey says continued
“A significant number of women continue to feel
disadvantaged during the vehicle-buying process and
prefer to bring along a man when shopping, according to
the recently released survey by Capital One Auto
Finance, Gender Rules of the Road.
Nearly 7 out of 10 women said they feel at a greater
disadvantage than men when it comes to
purchasing a vehicle.”

8. How Women Work
Women are relationship buyers and trust is a major factor for them.
Women will pay up to 28%
more for a product if she
likes and trusts the sales person.
Men are negotiators and mostly concerned with the deal.
In most cases there is little or no loyalty.

9. How Women Work
One of the biggest complaints from women is the
impersonal nature of the process.
Cars and Trucks are a commodity and the only lasting
competitive advantage is the relationship.

10. Learning How To Sell To Women
Understand the history
Most women are intimidated by auto dealerships and may
have had a bad experience in the past with sales and
service or both.

11. Learning How To Sell To Women
Understanding the shopping process:
8 out of 10 people are using the internet prior to going to
the dealership
50% of these people are women
Women tend to more
research during the
purchasing process.

12. Consumer Women Facts
Most salespeople relate
to Internet sales as a
price negotiation but
with women consumers
there is an opportunity
to sell based upon
value.

13. What This Means For you
Women are shoppers and do research.
One of the advantages is
that when she arrives at
the dealership she is
further along in the
decision
making process

14. Gender Communications Gap?
Women can be attracted to a company’s products and
services with an effective advertising campaign or
marketing program, only to have the effectiveness
undermined when they receive poor treatment or are
misunderstood by salespeople.
If a woman’s experience is not positive and she feels that
she is not going to be respected, heard, understood, and
appreciated, then she will be lost as a client.

15. Listen to her
Women talk twice as much as men. Women talk to gather
information, connect, check and maintain relationships, find
their place in a group and feel safe.
It is important that you allow her to express
her concerns and do not try to answer
her questions before she
finishes the question.
To make matters worse, she will not only lose
interest in your product or service, but she will
likely begin her own marketing campaign against
you by telling her friends, family, and associates
that you do not deliver.

16. Laws of Attraction
• What do you sell that women want or need?
• Where are women consumers?
• What is your message to them?
• What does your shop, employee and environment say to
them?
• Do you provide product education for women?
• Do you hire women?
• Do you budget for marketing and advertising aimed at
women?
• Do you track what they purchase?

17. Sales Tip #1
Find commonalities with her
Look for opportunities to share
feelings and be honest with her

18. Sales Tip # 2
Women are shoppers when they finally come into the
dealership you need to help them connect with a
vehicle and feel comfortable with the buying experience.

19. Sales Tip # 3
Look her in the
eyes.

20. Sales Tip #4
During the sales process:
Introduce her to people in the dealership and let her know
how they will be assisting her in the future.

21. Sales Tip #5
Don’t rush her. Women do not respond well to
the pressure close.

22. Sales Tip #6
Don’t assume she is not the decision maker.

23. Sales Tip #7
Follow up with her on her time and
respect her time constraints

24. Sales Tip #8
Build Trust with her.
Trust is something difficult to earn and easy to loose.
Always accurately answer her questions and if you do
not know the answer do not try to side step the issue.
Let her know that you do not have the answer
but you will find out for her.

25. Sales Tip #9
Establish a common ground.
Men tend to check each other out to see who went to a better college,
makes more money, drives a better car, it is part of our competitive
nature.
Women look for commonalties that will bring you closer together and
foster a relationship.

26. MOST IMPORTANT TIP
Do NOT interrupt. Women ask questions and you need
to listen and do not interrupt.
Do NOT interrupt
Do NOT interrupt
Do NOT interrupt
Do NOT interrupt
Do NOT interrupt
Do NOT interrupt

27. Questions