Females make up over 65% of your daily service department customers, and their buying habits and decision making is vastly different from the average male customer’s. Why use the same selling mentality to both? Becky Nixon explains how the use of pictures and video to show women what’s actually wrong with their vehicle is a good way to earn their gratitude, ensure their safety, and give them good reason to come back to your shop when they need service, on today’s Tip of the Day on CBT News.
Research tells us that females make up over 65% of our daily service department customers. We also know that women buying habits and decision making is vastly different from men’s when it comes to the care and maintenance of their vehicles. With that in mind, you don’t want to use the same selling mentality on a woman that you would for the average male customer.
When it comes to the vehicle maintenance and repairs to your female customers, make sure you explain the need in detail. I cannot stress enough how important pictures and videos are when recommending tires, brakes and other needs that involve measurements such as 2/32’s or 4 millimeters. Think about it. What percentage of women would decline brake repairs if they saw the condition of their brake pads at 2/32’s? Not many, I assure you.
By taking a little extra time and effort to explain these things to your female customers, you will earn their gratitude, ensure their safety, and give them good reasons to return to your shop whenever they need service or maintenance help in the future.