Every auto service business has always had a problem attracting women. A lot of the problems were self inflicted. For many years, and still today, advertising was geared to men, and the use of "cheesecake" material, was thought by many women to be offensive.

How do you think a woman feels when she walks into your shop and sees a large wall calendar with a scantily clad woman in a bikini standing next to a shiny car? Most women would be offended by this.

Like it or not, women make up more than 50 percent of the drivers on today's roads, and women purchase more than 58 percent of the automotive services today. More and more drivers are no longer do-it-yourselfers, but have moved to the 21st century category of "do-it-for- me." And guess what, many of these drivers are women. So if you want their business, you had better wake up and find out what attracts women as well as men to your business.

While there are many in the auto service industry who say they are doing just that, the bottom line is they're not. There is a new book by Faith Popcorn called EVEolution: The Eight Truths of Marketing to Women in which she states that many businesses need to concern themselves with women consumers. To do that, business owners need to learn how women think, act and react. Women know a little about the auto service industry too.

Jiffy Lube International engaged female customers in 1999 with marketing efforts that were redefined to include women in the 21st Century. After visiting numerous Jiffy Lube stores, Popcorn concluded that, at least in Jiffy Lube's case, men were still king. There was a serious lack of awareness on the part of employees that women are a factor in auto-service purchases. As a result, women were patronized and made to feel stupid with regard to their knowledge about the needs of their cars. This is the last thing you want to do with today's female consumer.

Having four daughters, as women motorists, they can tell you that if auto service businesses, detailing included, would make an effort to make their business more appealing to women, they would have customers for life. There are many things in most detail shops that turn women off including: "Cheesecake" calendars on walls, dirty waiting rooms, poor lighting, poorly groomed managers, poorly groomed employees, yelling and hollering in the work area; and dirty, messy work areas. Popcorn says women want a protective relationship that makes them feel safe. She adds that most women have complicated feelings about their cars and are insecure about having them serviced.

Building Relationships
In her book, Popcorn says that auto service businesses should try to build a relationship with the female customer, not the car. This attitude is based on what she calls four cornerstones: control over her environment; comfort in the service setting; trust that her car is being serviced properly at a fair price; and respect for her intelligence and ability.

Your advertising should reflect these cornerstones. Use messages that indicate to women that there is a relationship to be made behind the transaction.

Popcorn also provides readers with some ideas on how women think. This can be used to develop a successful marketing program. She indicates that within 10 years, the companies that master the art of marketing to women can dominate every significant product and service category.

Popcorn offers eight "truths" on how to profit from women consumers:

• Connecting your female consumers to each other connects them to your business.
• If you are marketing to one of her lives, you're missing all the others.
• If she has to ask, it's too late.
• Market to her peripheral vision, and she will see you in a whole new light.
• Walk, run, go to her, and secure her loyalty forever.
• This generation of women consumers will lead you to the next
• Co-parenting is the best way to raise a brand.
• Everything matters. You can't hide behind your logo.

Do you have to comprehend all of these truths to be successful? Popcorn says, "A company should try to incorporate as many of the truths as possible into its business plan. It may be one or two truths at a time, but ultimately they should embody all eight truths."

It should be clear that women represent the biggest market opportunity in the 21st century. If you want to enjoy this market, you need to know what it takes to serve women. You can't treat women like men. They have completely different perceived needs and opinions about auto service, including auto detailing. Doing all of this will give you a head start on the competition in attracting and keeping women customers.