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In
my travels, I'm often asked by operators of quick lubes, "How can
I increase my car count on a limited marketing budget?" My response
is almost always the same: "How well do you know your existing
customers?" Amazingly, very few can answer, even though their existing
customer base is their primary source of new business! And the fact
is, without knowing who their customers are, it's very difficult to
allocate a marketing and advertising budget to reach the people responsible
for their business!
So, imagine their surprise when I tell them that
women make up almost 60 percent of the fast-lube industry's market!
When I ask what they've done to market to three-fifths of their customer
base, more often than not I'm greeted with a blank expression! Most
have never considered the possibility that there should be a difference
in the way they market to men and women.
There is a real difference not only in the way you market to women (i.e.,
the means and message you use to get them to your shop), but also in
the way you treat them once they're in your lube bay, wash or detail
center.
This month, I'd like to focus on making your store
"female friendly," i.e., how to make your store the kind of
place women feel comfortable patronizing.
Getting a car serviced has traditionally been something
a man would do. However, with 60 percent of those getting their cars
serviced these days being women, that tradition has obviously fallen
by the wayside.
BREAKING
DOWN BARRIERS
What
have you done to break down the traditional barriers? Have you installed
a baby changing station in the ladies restroom? Have you developed service
cards that explain the various services you offer, cards which explain
your services in an honest, straightforward manner?
Are the members of your staff paid on commission?
If they are, any service they suggest to a female customer is immediately
suspect. The goal of your staff should be to serve your customer's needs,
and meet or exceed their expectations without them feeling as though
they were "sold" a service.
If customers are aware of a service need for
their vehicle, and you explain the consequences of taking care of a
service need vs. not taking care of it, you will have involved your
customer in the decision-making process. By getting your customer involved,
you are gaining their commitment for the services discussed and selected.
If the issue of commission is brought up (it likely won't be), it can
easily be diffused by simply saying, "we don't pay on commission,
but instead on the quality of service we provide."
As you discuss service needs with a customer, whether
that customer is female or male, old or young, you're building a relationship
based on trust. By taking a commission structure out of the picture,
you can honestly say that each member of your staff is responding to
each customer's unique needs. Trust is a fragile possession. You have
to nurture it and never betray it. Because once trust is lost, a long-time
customer is gone forever.
RESPECT
Because
many women feel insecure about their knowledge of cars, they worry that
unscrupulous lube technicians will take advantage of them. Your lube
shop should strive to provide a safe, trustworthy and comfortable atmosphere
for women.
When a woman enters one of our lube bays, we do everything
we can to put her at ease. There's no such thing as a "stupid question"
about any aspect of our service, and our goal is to make first-time
customers (and returning ones, too!) unafraid to ask about any part
of the service experience with which they're unfamiliar.
The difference between the woman sitting in your
lube bay now who returns in 3,000 miles and the woman who cashes out
and never returns can hinge on something as seemingly inconsequential
as having a microwave available to heat a baby's formula, or having
clean restrooms stocked to meet a woman's special needs.
Walk around your shop. Look at it from the customer's
point of view. Is it clean and neat? Are tools scattered around? Are
shop towels lying around, or are they neatly folded? Are your staff
members in clean, matching uniforms?
These are things your female customers are more likely
than men to take note of. Add them up, and all these little things create
your customer's perception of your professionalism. Succeed in addressing
your female customer's concerns and perceptions, and your share of the
"elusive 60 percent" will very likely increase - at your competitor's
expense!
EMPLOYEES
Don't
overlook the fact that women can service-write, greet and lubricate
a vehicle as easily as a man can. Women are gradually looking to quick
lubes as an employment opportunity, so give them a chance! If you're
in a tight employment market, don't overlook recruiting women for positions
in your store!
John Shepanek,
chairman and CEO of Oil Can Henry's, a Portland, OR-based fast-lube
operator and franchisor, at one time owned eight car washes. Prior to
entering the oil change business, John was involved with franchising
and brand building at Straw Hat Pizza and PepsiCo's Taco Bell.
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