What if the key to unlocking higher profits, stronger customer loyalty, and a standout reputation is already walking into your showroom—women buyers, but choosing for a dealership that offers a more comfortable, personalized experience? Women influence a notable share of vehicle purchase decisions, up to 85%, and make up a significant portion of new car buyers in the U.S. Still, many have shared that the car-buying experience can sometimes feel disconnected or not as welcoming as it could be. In many cases, some dealership approaches may not fully reflect the preferences of today’s buyers—particularly those looking for a more personalized and respectful experience.
Small Shifts, Big Impact: Rethinking the Buyer Experience
When dealerships refine their approach to better reflect what buyers value, they create a better experience for all customers—and that translates to stronger business results.
Harvard Business Review says companies that understand and meet the needs of women buyers can better connect with those driving purchase decisions across industries. That said, the automotive industry is no exception. In addition, this spans every stage of the buying process—from initial conversations to the finance and insurance (F&I) experience—where trust, transparency, and clarity matter most.
It is not about starting from scratch—it is about refining your existing approach to be more welcoming and better aligned with your full customer base. To sum up, this could mean improving how your team engages, ensuring pricing transparency, or tailoring communication to meet different buyer needs.
A Closer Look: Where the Experience Falls Short
An HBR survey on women’s experiences in financial services revealed consistent themes around feeling overlooked, whether due to a lack of personalization, unclear communication, or rigid processes. In some cases, the F&I experience can reflect similar challenges, with women describing moments of feeling less recognized or understood. These insights across financial services can offer valuable perspective for dealerships, too:
“Financial service reps talk down to women as if we cannot understand more than just the basics.”
“I hate being stereotyped because of my gender and age, and I don’t appreciate being treated like an infant.”
“As a single woman, I often feel that financial services institutions aren’t looking for my business.”
These insights are a call to evolve—not overhaul. A more thoughtful, tailored approach in Sales and F&I can go a long way toward building trust with all your buyers.
Designing a Customer Experience That Works for Everyone
Creating a more welcoming dealership experience is not just about coffee bars and better lighting (though ambiance does play a role). It is about building an environment where every customer feels informed, confident, and in control.
How dealerships can make it happen:
- Train Your Sales Team to Listen, Not Just Pitch – Many buyers, especially women, come in well-informed and ready with questions. A listening-first approach builds trust and shows respect for their time and research. Tailoring the conversation to their priorities makes the experience more engaging and more effective.
- Transparency is Key – Clear, upfront pricing and easy-to-understand explanations around financing and add-ons go a long way. It helps avoid confusion, builds credibility, and creates a more confident buying experience for everyone.
- Rethink the Test Drive – A simple shift in approach can make a big difference. Asking a few thoughtful questions upfront helps you understand what each customer values—whether it’s safety, comfort, technology, or something else. Then, use the test drive to highlight the features that matter most to them in a relaxed, informative way.
- Make Your Marketing Reflect Your Buyers – Women are making many of the car-buying decisions so when your messaging represents the full spectrum of your customers, it becomes more relatable, more effective, and more impactful.
Stronger Teams, Smarter Results
As of 2023, women make up less than a quarter—just 23%—of the workforce in automobile dealerships, according to the Bureau of Labor Statistics.
Bringing a wider range of talent into sales and F&I roles has been shown to improve customer rapport, team performance, and business outcomes. Professionals who lead with qualities like approachability, trust, and empathy often create more effective, comfortable buying experiences—traits many customers value.
But strong hiring is just one piece. Notably, what matters just as much is the environment you create. When employees feel supported and respected, they are more likely to stay, contribute, and grow—resulting in stronger engagement, collaboration, and performance across the board.
The bottom line, thoughtful hiring and a positive team culture is smart business. Dealerships that build teams with a variety of strengths and perspectives are better positioned to thrive in a competitive market.
A Smarter Way Forward
The dealerships that succeed tomorrow are the ones adapting today—those that stay focused on their customers, invest in their teams, and align with what today’s buyers expect.
At PRO Consulting, we believe in walking the walk. Women make up 60% of our team, driving strategy and performance across sales, operations, and marketing. More importantly, we understand what it takes to build high-performing teams that reflect today’s customer base and deliver results. We work alongside dealerships to support team structure, training, and talent development, helping you connect with more customers more effectively and profitably.
Let’s explore how we can help you move forward—together.