Ignoring your female customers? You’re losing valuable business. – By Lori Johnson
If you’re in the automotive industry, from owner to shop manager, it’s important to understand and evaluate your customer base. When I talk to many players in the business, It’s surprising, yet maybe not surprising how little attention is paid to female customers as a whole. This is an unfortunate situation for all involved.
Creating a welcoming and approachable environment where women feel heard and respected when asking questions or seeking information, is not only good for them so they can get the information they need, but it’s also good for business.
For example, when’s the last time you took a look around at your customers? How many of them are women? Do they engage with your staff, ask questions of your advisors. Do they seek out information when looking for a part? If you answered no to any of these questions, you have some work to do, but don’t worry, I’m here to help. I’ll be addressing these questions and more in 2022, helping you understand what women are looking for when it comes to automotive care, how to attract more women to your business, and why it’s important.
Let’s start with the “Why”, because the numbers don’t lie!
In the United States:
1. 62% of new cars are bought by women *
2. 1.4 million more women are licensed than men
3. 80% of car-buying decisions are made by women
So, if women are buying more cars, driving them, and involved in the buying decisions they are more likely to be your customers when it comes to repairs, maintenance, parts, and accessory buying.
Doing all you can to attract them to your business, addressing their needs, and treating them with the respect they deserve is essential in this changing market. After all, they are a large part of the market that often gets ignored or dismissed in this industry, so being aware and addressing the issues will set you apart.
Studies also show that women are very loyal customers. If you treat them right, they will be your customer for life, and they spread the word to their networks, especially their female friends and family members.
So as we start a new year, take a look at the customers you’re serving. If half of them are not women, I believe you’ll find this series helpful. If you need more immediate help, reach out to Lori Johnson (our Training Director) at firstname.lastname@example.org
I work closely with businesses in the industry to help them understand why and how to attract more female customers. It’s not just the right thing to do, it’s the smart thing to do.