Women aren’t crazy about auto shops. Statistics show they would rather go to the dentist. Only 12% of women rate their auto shop experience as positive. Why so negative? Here are six reasons why women hate auto shops.
1. She doesn’t feel welcome.
A woman named Lisa walks into an auto shop. The first thing she sees? A poster of a bikini model. Ugh.
She notices a coffee machine (thank goodness!). Uh-oh. It must be for staff only. There aren’t any cups (and the pot looks like it hasn’t been washed in over a month).
A mechanic walks by without greeting her. She wonders, “Do these people want my business?” Finally, a mechanic acknowledges her… kinda. He doesn’t even say hi. Just walks behind the counter and stares at her.
A few seconds pass. This is getting awkward. Lisa finally blurts out, “I’m new to town and need someone to check out my car. My engine sounds a little shaky. Like it’s coughing. Would you look at it for me?” The mechanic asks for her keys and walks outside.
2. She is disgusted by your restroom.
Several minutes pass. All of a sudden, Lisa feels an urge to go. She finds the restroom, walks inside, and shuts the door. Her nostrils are immediately offended by an odor that smells worse than an outhouse. She holds her breath and tries to finish as fast as she can.
3. She doesn’t understand the diagnosis.
The mechanic is back now. He explains the diagnosis, but she doesn’t understand one word of it. Something about an alternator (what’s that?). She wants to ask questions, but decides against it. “If I pretend like I know what’s going on, maybe he won’t take advantage of me,” she thinks.
4. She’s concerned about the repair cost.
Lisa realizes she didn’t ask for a price quote. It’s too late. The mechanic already started the job. She looks at the front desk. No one there. Everyone’s in the garage. She looks for a price list in the lobby (no luck). Lisa holds her head, feeling a migraine coming on. Hopefully it’s not too expensive.
5. She thinks your waiting room is uncomfortable.
Lisa decides she might as well sit down. The mechanic didn’t tell her how long the job would take. She finds a chair and a stack of magazines. None of them look appealing. They involve cars, sports, and supermodels. “I wish I brought a book,” she thinks. No wonder she’s the only woman in the room.
6. She didn’t receive a follow-up email or phone-call.
An hour passes. With no WiFi access, Lisa is bored out of her mind. Finally the mechanic comes back. She pays for the job. It cost $500. That’s the average cost of an alternator replacement, but Lisa doesn’t know that. She didn’t receive a guarantee, an itemized invoice, or explanation of the cost. Her experience was negative, so she never visits that auto shop again. Why should she? They didn’t even bother to follow-up after the repair.
Why Women Hate Auto Shops = Failure to Meet Their Needs
Want to earn a woman’s trust? Step up your game. Don’t intimidate women into making a purchase. Educate them about why an auto service is necessary. If you don’t meet a woman’s needs, she will take her business elsewhere. Can you blame her? There are tons of caring and compassionate mechanics who are willing to earn a woman’s business.
Please share this post with any mechanics or auto shop owners who would benefit. Thanks! 🙂