Most women have a horror story about a time when they were mistreated by a car mechanic. It’s sad! If any auto shop wants to be successful, they need to learn how to respect women.
Maybe she was talked down to. Maybe she was charged a higher price than initially quoted. Maybe she was uncomfortable in the auto shop’s atmosphere. The specifics aren’t important. As soon as a woman senses a lack of respect, she’ll walk out the door and never come back.
Respecting women isn’t just the right thing to do. It’s also a boon for your bottom-line!
If a woman has an awful experience at your auto shop, she’ll warn her friends to stay away. Fortunately, the opposite is equally true.
If a woman has an amazing experience at your shop, she’ll encourage her friends to support you. Happy customers are better than a big ad budget. You can rack up tons of referrals without spending a single buck.
Respecting women isn’t just about making a buck. It’s about making our roads safer!
I’m sick and tired of hearing people say, “Women don’t give a crap about cars!” It’s ignorant. Women are interested. They just haven’t been provided with an opportunity to learn.
I hosted auto awareness workshops for women at my shop. They were so popular that I”m still doing them eight years later. So believe me when I say: “I know what I’m talking about!”
Here’s the sticking point. Women want to learn in a supportive and encouraging atmosphere. There can be no fear of judgment or negativity. You’ve gotta keep things fun and informative.
Get in the habit of asking women: “Has anybody ever showed you how to open your hood?” Assuming she says no, respond: “May I show you how? It will only take a second and could save you from an expensive repair later.”
Pop open the hood, while demonstrating and explaining how you did it. Close it again and ask her to repeat the process. After she does, point out the locations of her most important fluids, and show her how to check those. If time allows, ask her to repeat that process, too.
Lastly, explain the benefit: “Checking your fluids once a month (and before any long trips) can help you prevent a breakdown. We check the same fluids during your safety inspection, but sometimes things go south in between appointments. I hope this saves you some trouble!”
If a customer applies your advice, they will become a safer and more responsible driver. Repeat the same process for 10, 100, or 1,000 drivers and you’ll have a massive impact. Heck, you might even become THE go-to automotive influencer in your hometown. Wow!
Note: that’s what the Drivers Auto Know Person-to-Person Advisor (PPA) training & certification program is designed to accomplish. Click here for more information.
Respecting women isn’t just about what you say and do. It’s also about atmosphere!
“I’ve never said or did anything disrespectful to a woman… so I’m in the clear, right?”
Technically? Yep! But that doesn’t mean she feels comfortable at your auto shop. I’ll explain…
Women want to know you care about their needs. If your shop’s lobby caters 100% to guys, what does that say about your priorities? (Hint: It says women aren’t one of them!)
Most auto shops don’t do this anymore (thank goodness), but here’s an extreme example of what I’m talking about. Some mechanics like to hang pictures of scantily clad women posing next to a car in the garage. If a female customer saw that, she would feel objectified.
A less extreme example: let’s say you keep magazines in the lobby so customers can read while they wait for your crew to complete a repair. If every magazine involves sports or cars, women will feel like you’re not considerate of their interests.
Buy magazines about fashion, gardening, traveling, and popular culture to balance things out. While you’re at it, toss in a few coloring books for the kids. Parents will appreciate your effort, because kids are less fussy when they’re busy with a task.
Respecting women is in your auto shop’s best interest. I suggest you prioritize it!
You probably noticed I didn’t mention some obvious problems like auto shops that overcharge women. That’s because I’ve already discussed that issue here and here. (Also: if you really need an advice article to tell you to treat people equally, then I’m not sure I can help you.) Share this article with your friends so they can know how (and why) to respect women, too.