Marketing and Selling to Women

Jody DeVere – President&

Peter Martin – CEO

AskPatty.com, Inc.

Introduction - Jody DeVere & Peter Martin

Jody DeVere is President of AskPatty.com, Inc. and has more thantwenty-five years of achievement in sales and marketingleadership, including ten years developing web-based businesssolutions across diverse industries. DeVere is currently thePresident of the Woman’s Automotive Association International,the premier women’s organization for women automotiveprofessionals, a member of the Car Care Council Women's Board,and a member of the SEMA Businesswomen's NetworkingAssociation and Chairs the Motorsports committee for the UnitedSpinal Association.

Peter Martin, founder and CEO of AskPatty.com, Inc., has beenengaged in a wide array of diverse adverting and marketingventures ranging from introducing eMail Matching to the autoindustry and pioneering the development of the first Video eMailTechnology, to developing multi-channel marketing whichincorporates Direct Mail, Direct eMail and telephony services toincrease campaign response rates.

Jody DeVere

Peter Martin

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

Power of the Female Buyer

Women buy the ‘majority’ of allnew cars

• They make more than 50% ofall car purchases and influence

over 85%.

• The figure can be upwards to 60%and 90% respectively,

depending on the brand.

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 accountsfor 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 over85%

• 83% of women are responsible for the maintenance of their ownvehicles

• 85% of all CSI surveys are completed prefer to do business bywomen

• 86% of women would with a company that has been trained inunderstanding the needs of female consumers.

Survey Says……

“According to a recent poll of 9800 women,conducted by CarMax, women say purchasing avehicle remains a hassle.” Executives said “thisyear's study showed dealerships had made noimprovement in women's biggest gripes in thebuying process since the last time the poll wasconducted in 2004. “

Survey says continued

“A significant number of women continue to feeldisadvantaged during the vehicle-buying process and

prefer to bring along a man when shopping, according tothe recently released survey by Capital One Auto

Finance, Gender Rules of the Road.

Nearly 7 out of 10 women said they feel at a greaterdisadvantage than men when it comes to

purchasing a vehicle.”

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.

How Women Work

One of the biggest complaints from women is theimpersonal nature of the process.

Cars and Trucks are a commodity and the only lastingcompetitive advantage is the relationship.

Learning How To Sell To Women

Understand the history

Most women are intimidated by auto dealerships and mayhave had a bad experience in the past with sales and

service or both.

Learning How To Sell To Women

Understanding the shopping process:

8 out of 10 people are using the internet prior to going tothe dealership

50% of these people are women

Women tend to more

research during the

purchasing process.

Consumer Women Facts

Most salespeople relate

to Internet sales as aprice negotiation but

with women consumersthere is an opportunity

to sell based uponvalue.

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

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.

Listen to her

Women talk twice as much as men. Women talk to gatherinformation, connect, check and maintain relationships, findtheir place in a group and feel safe.

It is important that you allow her to expressher concerns and do not try to answerher questions before shefinishes the question.

To make matters worse, she will not only loseinterest 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.

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 tothem?

• Do you provide product education for women?

• Do you hire women?

• Do you budget for marketing and advertising aimed atwomen?

• Do you track what they purchase?

Sales Tip #1

Find commonalities with her

Look for opportunities to share

feelings and be honest with her

Sales Tip # 2

Women are shoppers when they finally come into thedealership you need to help them connect with a

vehicle and feel comfortable with the buying experience.

Sales Tip # 3

Look her in theeyes.

Sales Tip #4

During the sales process:

Introduce her to people in the dealership and let her knowhow they will be assisting her in the future.

Sales Tip #5

Don’t rush her. Women do not respond well to

the pressure close.

Sales Tip #6

Don’t assume she is not the decision maker.

Sales Tip #7

Follow up with her on her time and

respect her time constraints

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 donot 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.

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 andfoster a relationship.

MOST IMPORTANT TIP

Do NOT interrupt. Women ask questions and you needto listen and do not interrupt.

Do NOT interrupt

Do NOT interrupt

Do NOT interrupt

Do NOT interrupt

Do NOT interrupt

Do NOT interrupt

Questions