We know, another article about how women run the world While auto repair shops tend to be a male-dominated enterprise, much of their success is driven by women. If you own or work at a shop, you know this to be true.
We have recently heard some interesting stories of the female experience with auto shops. Here is one which really resonated with us.
Maggie walked in the door of her local auto repair shop, diaper bag on one arm, baby in the other. She explained the noises her car had been making upon braking to the auto tech behind the counter. The auto tech promptly asked to take it for a test drive to give a diagnosis.
Agreeing to hand over the keys, Maggie took a seat on a small, uncomfortable chair. As she looked around the room, she noticed there was a small coffee maker in the corner. Not bad, except there were open sweetener packets and spilled powders all around it.
She decided to try to find a magazine to read, but all of the magazines were auto-related and ragged to the touch.Apparently, driving across town to pick up her baby after work before taking the car to the shop took a toll on Maggie’s bladder. She spotted the bathroom and made her way over, baby in hand. Flicking the light on, Maggie immediately deemed the small room too gross to do anything.The five minute test drive felt like an eternity for Maggie, as she sat in the uncomfortable lobby awaiting the mechanic.
Strolling into the shop, the mechanic informed Maggie that he’d need to put her car on a lift to get a closer look. She asked how long it would take, the tech replied, “about a half hour”. Obviously, Maggie had no desire to stay a moment longer with baby-in-tow and a full bladder.Maggie let the tech know she didn’t have time now, but would be back later. Though in her head, she knew she wouldn’t be. She thanked him for his time and scurried away as fast as she could.
The women are increasingly taking responsibility for the maintenance and repair of the family vehicles. In fact, the Institute estimates more than 65% of customers who take their vehicle to an auto repair shop for service are women.Other surveys show a slightly lower number but there is no doubt that women increasingly make the decisions regarding automotive service and repair.
It is vital, therefore, for auto repair shops to understand the needs of women and how to communicate with them. Nine out of ten women responding to a recent survey said they believe auto repair shop operators treat them differently because they are women.
San Jose Auto Repair
We have recently heard some interesting stories of the female experience with auto shops. Here is one which really resonated with us.
Maggie walked in the door of her local auto repair shop, diaper bag on one arm, baby in the other. She explained the noises her car had been making upon braking to the auto tech behind the counter. The auto tech promptly asked to take it for a test drive to give a diagnosis.
Agreeing to hand over the keys, Maggie took a seat on a small, uncomfortable chair. As she looked around the room, she noticed there was a small coffee maker in the corner. Not bad, except there were open sweetener packets and spilled powders all around it.
She decided to try to find a magazine to read, but all of the magazines were auto-related and ragged to the touch.Apparently, driving across town to pick up her baby after work before taking the car to the shop took a toll on Maggie’s bladder. She spotted the bathroom and made her way over, baby in hand. Flicking the light on, Maggie immediately deemed the small room too gross to do anything.The five minute test drive felt like an eternity for Maggie, as she sat in the uncomfortable lobby awaiting the mechanic.
Strolling into the shop, the mechanic informed Maggie that he’d need to put her car on a lift to get a closer look. She asked how long it would take, the tech replied, “about a half hour”. Obviously, Maggie had no desire to stay a moment longer with baby-in-tow and a full bladder.Maggie let the tech know she didn’t have time now, but would be back later. Though in her head, she knew she wouldn’t be. She thanked him for his time and scurried away as fast as she could.
The women are increasingly taking responsibility for the maintenance and repair of the family vehicles. In fact, the Institute estimates more than 65% of customers who take their vehicle to an auto repair shop for service are women.Other surveys show a slightly lower number but there is no doubt that women increasingly make the decisions regarding automotive service and repair.
It is vital, therefore, for auto repair shops to understand the needs of women and how to communicate with them. Nine out of ten women responding to a recent survey said they believe auto repair shop operators treat them differently because they are women.
5 tips to Keep Your Women Customers Coming Back to Your Auto Repair Shop
- When explaining issues, be sure to use in laymen’s terms (lose the tech speak)
- Be sure to always be polite and respect the fact a woman may feel out of place
- Keep your waiting area and restroom clean and make it as comfortable as possible
- Consider adding some kid-friendly features like coloring books
- Always follow-up after the repair; a phone call or email can go a long way in cementing the relationship
San Jose Auto Repair
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