Editor's Notebook: Marketing To Women Should Be One Of Your Top Priorities
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Editor’s Notebook: Marketing To Women Should Be One Of Your Top Priorities

In case you haven’t noticed, female buying power is on the rise. Women account for about 85% of all automotive sales in U.S. households, and 50-65% of customers at automotive service centers are women. And you know what that spells? Opportunity.

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In case you haven’t noticed, ­female buying power is on the rise. Women account for about 85% of all automotive sales in U.S. households, and 50-65% of customers at automotive service centers are women.

And you know what that spells? Opportunity.

Bogi Lateiner gets it. She probably would even if she weren’t a female tech and shop owner. Her award-winning full-service repair shop, 180 Degrees Automotive (www.180auto.com) in Phoenix, specializes in educating female customers and creating a positive automotive repair experience, and it has paid huge dividends in gaining and retaining customers. Bogi, also an ASE Master-certified tech, was recently named winner of the WIX Filters 2013 Best Tech of the Year competition.

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Bogi is capitalizing on the tremendous opportunity to set her shop apart by successfully market to women, and offers this advice*:

You Are In The Relationship Business, Not The Car Business
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.

Don’t Just Fix Cars — Create An Experience
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.

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It’s All In The Details
People will equate what they see with how well you take care of their car. Clutter, dirty counters, sloppily dressed employees, worn furniture or neglected plants can reflect poorly on your business, especially among female customers who are very detail-oriented.

Make It Easy To Do ­Business With Your Shop
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.

An Educated Customer Is A Loyal Customer
Women are more likely to trust you (and therefore buy from you) if they see that you’re 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.

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Many in the automotive industry are scrambling to market their products and services specifically to women. Are you?  

*To read Bogi’s full story, click here.

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