by Bogi Lateiner, owner, 180 Degrees Automotive
This helps explain why most women, if asked, will tell you they dread going to a service center. In fact, my own experience as a young woman was bad enough that I pursued training as an auto mechanic just so that I never had to bring my car to a shop again!
Even when women are not being taken advantage of, they feel that they are. Women have traditionally been alienated by and left out of the automotive conversation, but their buying power is on the rise. Consider the following:
• Women account for some 85% of all automotive sales in U.S. households.
• 50-65% of customers at service centers are women (and the number continues to go up considering that many male customers leave financial decisions to their wives).
• For the first time in history, half of all U.S. workers are women.
These new insights bring about a huge opportunity. From vehicle manufacturers and tool companies to parts suppliers and repair shops, many in the automotive industry have been recognizing this disconnect and are scrambling to capitalize on it and market their products and services specifically to women. Yet, despite the best efforts of many of these companies, 74% of women report that they feel misunderstood by automotive marketing. This means you have a
tremendous opportunity to set your shop apart if you can successfully market to women. Here are some things you can start doing today to grow your business with women leaps and bounds ahead of the competition.
Stop Marketing To Women
You heard me right. Stop marketing to women, at least in the traditional sense of the word, and start attracting people to your shop because of who you are and what your business stands for. Posting a picture of a woman on your website or using the term “female-friendly” in your copy can be insulting, unless it’s backed up by an organization that truly caters to women and makes all customers feel comfortable and at ease.
Appealing to women is not just about having “women’s” magazines mixed in with the hot rod magazines. Instead, focus your energy on getting to know your customers as individuals. Find out what they want from their repair experience and then do everything in your power to provide it.
You Are In The Relationship Business, Not The Car Business
Women are relationship-oriented. People do business with people, not with businesses; and this is especially true for women. Get out of the shop and be an active participant in your community, not simply to self-promote, but because you genuinely want to be a part of your neighborhood. You’ll find that many people will respond positively and want to support you and your business.
Put it into action!
• Join your neighborhood association, the chamber of commerce and local networking or community groups, and regularly attend meetings.
• Volunteer for community or charity events.
• Support other local businesses, both personally and professionally.
Don’t Just Fix Cars — Create An Experience
The less it feels like auto repair, the better. Fixing cars correctly the first time and having a meaningful warranty that you stand behind is crucial. However, given our industry’s reputation, it is not enough.
We need to go above and beyond to earn the trust of our customers; we need to create “an experience.” From the moment a customer walks in the door, to the follow-up call they receive days after their visit, focus on providing a service that is just as much about them as it is about their car.
Put it into action!
• Convert your “waiting room” into an inviting “living room.” You’ve got it right when it no longer looks like an auto repair shop.
• Welcome people warmly by name. Introduce yourself with a handshake if they are new customers.
• Remember to make eye contact when talking to customers.
• Have coffee and snacks for your customers. Offer their dog a treat or their child a toy.
• Consider hiring a customer service representative whose sole responsibility is to make each of your customers feel individually cared for.
It’s All In The Details
Women are generally more observant and detail-oriented than men. Take a look at your shop from a fresh per- spective. Clutter, dirty counters, sloppily dressed employees, worn furniture or neglected plants can reflect poorly on your business. People will equate what they see with how well you take care of their car. If you already have a clean and updated customer waiting area, take it up a notch and focus on the little details to make your shop really stand out.
Put it into action!
• Clean bathrooms are a must! To really impress your female customers, add a hook to hang a purse, scented lotion, and maybe even a stash of tampons and diapers for emergencies.
• Make sure customers aren’t listening to impact guns and technicians talking while they wait. Play quiet music and enforce a strict “front of house” conduct code with your staff.
• Never send a car home dirty. A greasy steering wheel or handprint on a window can negate even the best repair experience and may be the only thing a customer will remember.
Make It Easy To Do Business With Your Shop
Having a broken car is a huge inconvenience. So, your customers will feel respected and cared for if you offer a variety of ways for people to conveniently do business with you and get on with their busy lives. Help your customers keep track of upcoming service needs. Minimize the stress of car repair by having a system in place to remind them about recommended work or services that are due.
Put it into action!
• Offer a shuttle service to get them to work or home.
• Provide free loaner cars so they can get on with their busy day.
• Provide Wi-Fi and a quiet place for them to work or relax in your “living room.”
• Create a kids area so children are entertained while Mom (or Dad) waits for the car.
• Find out how each customer likes to communicate and utilize phone, e-mail, text or standard mail to stay in touch.
An Educated Customer Is A Loyal Customer
Women (and non-car-savvy guys) often feel that because they don’t understand cars they will be sold things they don’t need. Service advisors should be doing just what their job title suggests: advising. Educate your customers whenever possible. Help them understand repairs by showing them what you’re doing, and explaining why each repair is necessary.
Women are more likely to trust you (and therefore buy from you!) if they see that you are willing to be transparent and educate them. Not only will it build the relationship and your customer’s trust in your shop, but the repairs will sell themselves.
Put it into action!
• Bring people into the shop to see what you are talking about if they’re waiting on-site, or e-mail them photos if they’re waiting elsewhere.
• Don’t assume they don’t know anything or don’t want things explained to them.
• In order to build relationships with your current customers and to attract new ones, offer regular free car-care clinics for women.
• Share car care tips on your Facebook page or website. (You do have a Facebook page and website, right?)
Give ’Em Something To Talk About
Women like to talk. On an average day, we say a whole lot more than most men do. Women are also more likely to write reviews online and use social media to talk about their experience at your shop. Make sure you’re giving these women something good to say about you! Other people talking about how great you are is far more valuable than any amount of paid advertising. So, spend your energy (and advertising budget) giving people great reasons to talk about you.
Put it into action:
• Leave a small gift in every car after repairs are completed.
• Surprise your customer with a cupcake on their birthday or a rose on Valentine’s Day.
• Wash every car you service.
• Have a customer appreciation party.
• Send hand-written thank-you cards for referrals.
The Bottom Line
Stop thinking about marketing to women and start thinking about improving your relationship with women customers, your community and your customers in general. Give your business a makeover so that you genuinely appeal to the 50-65% of your customers who are women. You’ll be surprised to find that the other 35-50% of your customers will notice and appreciate it as well.
Even if you just focus on one of these areas at a time, it won’t be long before all of your customers, regardless of gender, are happily spreading the good word about your business.
Bogi is a master mechanic and owner of 180 Degrees Automotive in Phoenix, AZ, an award- winning full-service repair shop that specializes in educating customers and creating a positive auto motive repair experience. She is passionate about changing the way people think about the automotive industry. Bogi teaches basic car-care classes for women at her shop, as well as for independent shops and dealers across the country. She is an automotive expert on AskPatty.com, a member of the Automotive Women’s Speakers Bureau, and co-host of All Girls Garage on Velocity Channel. Learn more about Bogi and her shop at www.180auto.com.