May 16 2018
Editors note: This is the third article in a series called The Decision Maker
Companies with high trust levels outperform companies with low trust levels by 186% (Watson Wyatt, Work USA). Building trust with your female consumer base is essential when it comes to referrals and their desire to purchase a vehicle.
Real Relationships = Trust
Let’s talk about the importance of building real relationships with your female consumers. I believe You have a zero-balance trust account with every customer. It’s up to you on whether or not you make deposits in their trust account…or go into overdraft.
According to the Nobel Prize-winning scientist Daniel Kahneman, each day we experience approximately 20,000 moments. A moment is defined as a few seconds in which our brain records an experience. The quality of our days is determined by how our minds recognize and categorize our moments—either as positive, negative, or just neutral.
Rarely do we remember neutral moments. Once her brain has registered that she’s had a negative experience, it will take 12 positive experiences to make up for that one. It’s why building a trust account with your female consumer is essential to creating loyalty and a lifetime referral source.
“ In every interaction or moment we have with a customer we increase or decrease trust.”
You Can’t Argue with Science!
One of the best ways to establish trust is to form real relationships. I use the word ‘real’ intentionally, as women can sense when someone isn’t sincere and will walk away. Knowing the way the female brain is structured (compared to a mans) can be very valuable in cultivating a relationship with your female consumer. The adage “men are from Mars and women are from Venus” is a very accurate statement. A woman’s brain is built differently than a mans.
If you wonder why we need to talk and be heard consistently, it’s because we use both our right and left the side of our brains to communicate.
Unlike men, our emotions run high, but there is a physiological reason for this as well. Our limbic system is approximately double the size of a man’s. The limbic system is the emotion and memory hub of our brain. We have to feel good about a situation to move forward with just about anything. The popular Simon Sinek states that we make decisions based off of emotions. He’s right –, especially in the female consumer.
Use Science to your Benefit!
Get to know your female consumers through actively listening, showing compassion and empathy, and genuinely taking an interest in what they need or want – even if it’s outside purchasing a car. Uncover what she wants or needs at that moment; it will make you a mighty force because you’ll be delivering an experience that is tailored to her.
Use this new science-based knowledge to your advantage. Create a real relationship and build trust with your female consumers; she’ll be the first one to tell everyone about the experience you provide her.
The Big Take-a-ways:
- Get to know her as a woman first and a consumer second.
Taking the time to get to know her first before diving right into the required needs assessment will break down the walls she has put up, and start to put deposits into the trust account; ultimately forming a bond and relationship with her.
- Establish a real relationship, speak to her limbic brain and earn her trust.
If you don’t, there will be a lack of trust. She will feel you are insincere in your approach, and she will spread that message like wildfire.