Here's some perspective. Think about your customer base. What percentage of that base are women? Our shop's base is about 40% women--women who are either single or are the ones that "take care of business."

These women are not stupid creatures to be handled like incompetent ignoramuses. They can understand what is presented to them reasonably. Over the past few days I have asked women in our shop if they feel intimidated in certain situations where men usually dominate. You wouldn't believe the response I got from these intelligent and very competent women--they overwhelmingly agreed that they are intimidated.

Hint--your shop's an example

And most repair shops are male environments. Of course in our case I'm here. I believe this has helped our business because women are more comfortable from the start when seeing a woman behind the counter. They don't feel so silly when they explain the funny little noises their cars are making, especially because I actually understand what they are saying.

My husband Rick then comes out and, realizing we have a direction of some sort now to go on, asks the more specific questions. This gives the women a chance to get comfortable in our environment.

Our best customers are women. They want their cars to run and not break down. They are the ones who'll do a recommended service such as a timing belt to avoid being stranded on the road. Men more often tend to ignore these types of things and repair only what is a must do.

Okay Lisa, you say, what do I do about it? How should an all-male shop handle the female customer? Treat the woman as an equal. Realize she can understand what you tell her. If you have any visuals to help in an explanation, by all means now is the time to use it.

We have on display a model of a front brake set up. "This is a rotor, pads and caliper. One side of the rotor is warped causing the pad to jump and the other side is smooth . . ." On the wall we have a poster of the major front end components. Many times I have walked from the model to the poster to explain where things are located, what they look like, and how they relate to each other.

I was challenged one day when I had to describe rear brakes and how they operate. I did not have a used brake drum or a picture to show and this customer really wanted to understand. So I thought for a bit and then said "Think of a kitchen pot. It's similar to a degree to a brake drum only the depth is around 2 1/2 to 3 inches . . . " I had the old shoes to show her; they were worn thin and cracked. I also showed her a set of new shoes so she could see the difference.

We also take them in the shop, to the lift, show them what is wrong and explain why. Many times we show them new parts versus what is on their vehicles. They understand and they feel better about us.

Jobs sell themselves

Just the other day Rick brought in a customer's 1986 Buick Skylark while she waited. This 70-something woman's complaint was hearing a funny noise when she started the car cold. She also mentioned that the car was a bit more difficult to steer, but only sometimes. Rick took her into the shop area, handed her a drop light and pointed to the area around the bellows where the power steering rack was leaking from. He then explained the noise she heard was because the power steering pump was becoming air bound and thereby causing the occasional stiff steering. He told her that this condition would only get worse, not better. Naturally she saw and understood the magnitude of the problem. She wants to be able to steer her car. And the possibility of it getting worse was no additional comfort to her. The job sold itself.

Women have become very maintenance-minded. An "ounce of prevention" can save money, down time and most importantly, road calls. Take the time to print a maintenance schedule for female customers, or use the maintenance book that came with their vehicles. Explain the importance of following the scheduled services for transmission service, cooling system drain and fill, brake fluid flush, maintenance tuneups, fuel injection cleaning and visual inspections at oil changes. Not only can this mean repeat business but often you gain a very loyal customer (who will most probably send her friends!).

How can you make it easier to explain a computer-related problem? The best way we've found so far is with a picture--again, people understand visuals. Showing your customer what needs to be tested, with the explanation, makes the customer more aware of the complexity of their cars and more often than not, impresses on them the amount of knowledge you have. This reinforces the diagnostic process and their confidence in you at the same time.

Granted, all this takes time, but your shop benefits if women customers understand and feel good knowing what you are doing to their vehicle and why it's being done. This eliminates the feeling that they are being taken advantage of and makes you look good by treating women as equals.

You may email comments on this article to me at webmaster@lisassite.com