Women hold more than half the driver’s licenses in the US, make up at least 60% of car buyers and clock up more miles on the road behind the wheel of a car than their male counterparts. Women are also the auto industry’s leading customers, influencing 85% of household purchasing decisions and spending in excess of a whopping $200 billion each year on vehicle purchases and servicing their vehicles. Yet a consumer survey done by AutoMD found that most women put getting their car serviced right up there with a visit to the dentist – they hate having to visit repair shops.
There are a number of reasons for this. A survey done in 2013 by independent auto repair consumer resource site RepairPal established that there is a distinct perception among female car owners that they are more likely to be overcharged and sold unnecessary repairs than male car owners. Unfortunately, this perception has been supported by a Northwestern University study, which found that females, especially if they’re not well versed about current market prices, are often given higher quotes than men for the same work.
Woman are also far more likely to get worried about ‘car issues’ than men and many find that trying to get information in a hassle-free environment is not easy and often not ‘hassle-free’ either. Finding a repair shop where their questions are welcomed and answered honestly can be problematic in a very male dominated industry.
So, given the consumer market share of this industry they hold, women are surprisingly overlooked and seriously under regarded. Fortunately, this is a trend that some auto-repair shops are looking to change and AskPatty.com Inc is helping them do it.
Women Friendly Collision Repair Shops
Dealing successfully with female clients in the auto-repair industry begins with accepting that you often can’t deal with them in the same way you’d deal with a male client. For instance, a woman who is putting her car in for repair after a bingle will often want to tell you all the details leading up to the bingle. That’s just what women like to do. So, if you want to deal successfully with her and get not just her repeat business but potentially also that of her friends, family, social networks and so on, allow her to tell her story, listen to her and ask questions. Make her feel comfortable and safe, treat her with respect and respect her intelligence and chances are great to good you’ll have a loyal customer for life.
Paying attention to all those seemingly insignificant details that do actually matter to many women is also important. Little things like making good eye contact with them, ensuring that smells from the work shop are kept to a minimum outside the work shop, making sure the waiting room or front office is clean, friendly and inviting, providing a few finishing touches that women appreciate and so on. Like magazines – if you have magazines for clients to read in the waiting room, add a few women’s interest ones to the pile of car related ones. Your female customers will surely thank you.
AskPatty.com Inc offers training for businesses and on how to successfully attract and retain female auto owners and become a Certified Female Friendly business. So far there are around 50 AskyPatty.com Certified Female Friendly collision repair shops across the US.
Originally posted 2015-12-28 10:02:11.