Increase your turnover: the future belongs to the CUSTOMERS!

Unfortunately, many have Marketing– and those responsible for sales have not yet recognized the important target group Women are, and leave in the customerContact no faux pas. Find out what topics and demands the target group of the Future is to win.

The customer of tomorrow is queen

"I'd be happy to give you a couple of catalogues, then you can discuss it with your husband at home." I'm sorry, what? I was thunderstruck and thought I had misheard. But my counterpart, a customer advisor in his early forties, didn't change his face and seemed to mean it completely seriously. The catch: I wanted to buy a new car. For me and from mine Money. A casual SUV with sports equipment and still comfort and luxury aspects. Just cool for long car rides and lively mountain tours. This is all mine decision – but apparently, as a woman, I am not trusted with this independence and, above all, the purchasing power.

If you now believe that the Seller was just having a bad day or was a self-confessed chauvinist, I'm sorry to disappoint you. Because I haven't experienced this just once or twice. And I'm not the only one with such experiences: Ask around in your circle of friends and acquaintances and ask how many of the women have already been treated from above by salespeople, especially when it comes to such "men's issues" as buying a car or investment went.

I bet every woman can contribute at least a story or two. Actually unimaginable, after all we don't live in the 60s anymore! A lot has happened since then: women today have both feet on the ground. They bear professional and family responsibilities in equal measure, have good, sometimes high Income and decide for themselves where and how they invest their money or which car they buy. In the minds of many entrepreneurs, sales managers and those responsible for marketing, this does not seem to have arrived.

From budget to financial independence

The books on the subject (advertising)

Recent studies show that only 20 percent of all purchase decisions are made by men. By implication, that means each one Companys, which develops the remaining 80 percent, namely women, as customers, can increase its customer base fivefold. Actually a simple one on account. And yet we are treated like aliens when we enter a car dealership. Something is wrong here. The retail areas are primarily playgrounds for big boys.

Or temples, erected in honor of the great Carl Benz. This is exactly the impression I have when, as a woman, I “dare” to enter this foreign territory. Men sneak back and forth between the cars almost in awe, animated smiles everywhere I look. You could have heard a pin drop! Just Honestly, if I want something like that, I can also go to church. Believe a single parent Mother would you even dare to come in here with your child? I can already see the disapproving looks of the salesman when children's hands leave imprints on the highly polished car or when they want to try it out like the grown-ups. Everything calls for women only entering the store in an absolute emergency. Best just to pick up your partner there after you've been on a shopping spree yourself. A huge fallacy!

Diversity instead of unitary porridge

Because there are also women who are so fast nobody is leading and who know everything about horsepower, torque and the advantages of a sports suspension. Unfortunately, both marketing and sales tend to lump all women together and treat them as technophobes who only care about the color of a car.

The fact that millions are slipping through the fingers of the corporations because of this thinking seems to be slowly dawning on those responsible. Because a business woman like me feels made fun of when she is only touted as a small city car with a parking aid - although she is explicitly interested in a high-horsepower, upper-class car that for sure and quickly transported several thousand kilometers a month. What woman has there Lustto buy a new car when she's so ironed out?

"Women are the next China!"

Discounts for your success (advertising)!

Dieter Zetsche recently announced at an investor conference that he had identified a very promising target group. With greater potential than China - after all, the largest car market in the world Welt. He meant the women! When I read that, all I thought was "I'm glad someone finally noticed". Apparently some savvy man at Mercedes put two and two together and found that they sell most of their cars to men merchandise.

There's still room for improvement - but that will only work if marketing and sales also recognize the huge potential of women as the target group of the future. There is not THE target group of women. There is hardly any, if not no, more inhomogeneous target group. The working, childless business woman has others needs than the single mother with two children or the mother of a large family Familywho also takes care of her parents. You see what I'm getting at: It's high time to break out of the pigeonholes in the minds of companies! No more outdated stereotypes, diversity is the keyword.

Women love pink and other mistakes

“But we're already doing something for women…” That is one of the answers that I often hear in my work as a consultant. Honestly, if that really worked - I wouldn't be there, would I? I saw the whole range of atrocities: invitation flyers with playful pink lettering, presentation of a “woman's car” with hooks for shopping bags in the trunk or the special emphasis that both sun visors have a make-upspiegel feature.

Which women should be brought out from behind the stove? What the male-dominated automotive industry apparently hasn't understood yet: it's not about making the car more “female” as a product. Basically, most women don't really care. Many are not interested in optics, but in getting safely from A to B. Or about being able to buckle up the child in the child seat on the back seat without lumbago. It is much more important to align the sales process more to the needs of the customers.

Put the needs of your customers in the center!

It starts with the design of the car dealerships. No, You don't have to paint the walls red and decorate them with kissing mouths. Although I've seen it before and I have to say that it was a welcome change from all the sterile glass palaces. How about a little area with stuffed animals and coloring books for kids to keep them from getting bored? Or the possibility of arranging an individual meeting and viewing appointment if the opening hours collide with the customer's business appointments?

The list of possibilities is almost endless! It's time to take off the blinders and fly the flag - also in terms of advertising. Rely on female role models in the offers, in advertising or in flyers! It is important to women that they and their needs are taken seriously. It is therefore not enough if you invite your customers to an event once. Around Trust To build up and bind customers to your company in the long term requires honest, individual and, above all, continuous impulses. And don't forget that we live in a recommendation society! Statistics prove that a personal Suggestions is the most important source of information for the vast majority of women. You should keep that in the back of your mind in every customer meeting - especially in today's business world, in which reviews are given by others customers more trusted than advertising.

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