Your Muffler Fluid Needs Changing!

Really? This is the old line from a car repair shop trying to fool an unknowing customer into spending more money. Too often that customer was a woman. In fact 9 of 10 women have at some time felt ripped off in car repair. (Badbizusa)

Why is she a target? Perhaps they thought…

• she didn’t understand her vehicle or repair needs.
• she was easy to “bully” into a purchase.
• she would simply trust whatever they said and go along with it.

Think again, fellas, you have met your match!!

In the world of car repair, it is estimated that 65-80% of the decisions are either made by women or influenced by them. Others have said that she has up to 95% veto power over car purchases. (Jody DeVere, WomenCorp®)

To say the least, she is an important customer for any auto repair shop. The good shops understand that and show it in their actions.

• Respect her – To talk “around” her either by using technical jargon or by addressing only the man with her is demeaning. Address her directly in a cheerful and empathetic way. Make good eye contact. She is the owner/driver of the vehicle. Focus on her needs and she will respect the shop in the process.

• Hear what she says – The first and most basic response is to listen to her as she describes how the vehicle feels or acts. Never doubt when she “knows” something is wrong, even when not sure what it is. Chances are good that with careful examination you will find that there is something wrong.

• Be patient – she will want to know more about her vehicle. Answer her questions directly in plain language. Help her to understand her vehicle systems – not only what needs to be repaired, but also why. Don’t force a decision on the spot if she is not ready. Only safety related repairs need to be done today. Better to think it through and be convinced of the course of action. (E.A.R. Principle)

• Anticipate loyalty – While she may take a little longer to make a decision to trust you, she will become a loyal customer after she does.

“Ultimately, all customers want value, whether they’re using the services of an automotive repair facility or shopping for clothes. Value is difficult to assess, however, fair prices, respectful service, convenience, quality repairs and a pleasant atmosphere are good starters for creating value in any customer’s mind.” (Jody DeVere, WomenCorp®) With a focused approach the shop can exceed her expectations, and there is the value.