So you feel your business is welcoming to women, but you can’t figure out why more women don’t bring their vehicles to your shop?
A welcoming environment, while important, can’t just be the only reason someone will pick your business over another. Let’s talk about what women look for and how to meet their specific needs.
Many women, and people in general for that matter, don’t understand the mechanics of their vehicles. They want it to be dependable, and they want to know how to keep it that way. They don’t necessarily need to know how each procedure is done, but they do want to know “why” the service is being proposed. Women want to trust that you are being honest with them. That’s why it’s essential to include them in the decision-making process and explain why a service is required.
So how do you get the word out that you are a female-friendly facility, not just welcoming?
Here are a few things to consider:
- Hire women to work in your service area, such as service writers or technicians.
Women feel comfortable talking to another woman, so seeing a female when they walk in can help to put them at ease. Hiring female technicians can also show that you are open to inclusivity and creating a comfortable atmosphere between men and women. - Advertise to places that women frequent or groups that are women-focused.
Advertise your business in places women frequent, such as grocery stores, libraries, gyms, coffee shops, and coworking spaces.
Do your research. Are there any local women groups in your area? If so, ask to speak at one of their meetups. Often they are open to speakers about specific topics. But make sure you have your subject ready to propose making sure you are providing a learning experience and not just a sales pitch.
PRO TIP – Create an offer with a discount coupon for a service exclusive for that group. Give them a reason to try you out!
- Offer events at your shop for women only.
Lastly, offer events at your shop that are just for women. Women sometimes assume men know more about their vehicles and can feel intimidated and ask fewer questions as a result.
Building your shop’s female-friendly reputation isn’t difficult. It just takes a bit of work, and the above suggestions are a few easy-to-implement, affordable ways to make it happen and get off to a great start.
Want to host an event but not sure where to start? Need help navigating the above suggestions? We can help! Ladies Start Your Engines offers a hands-on class that you can offer in your shop and consulting services to help you get the ball rolling. Your female customers will thank you.
You can find out more information about our services by clicking the link below.
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