Statistics indicated that women drivers influence over 80 percent of the buying decisions and over 58% make the direct purchase of automotive services. More and more women are seeking detail services every day. So, it is more important than ever to teach your entire staff customer relations skills that women will appreciate.

Men are from Mars, Women are from Venus, the title of a famous book about how different men and woman are. As interesting as this book is, I don't believe they are that far apart, it is more about communications.

For instance, many men think it is acceptable to read a newspaper, or watch TV while a lady is talking. However, women have a different view on this. Therefore, in order to have a successful relationship, these differences must be considered.

Women Communicate Through Body Language
This is a natural instinct. A skill that mothers use with infants, and small children. Women are very proficient at picking up signals. That said, at the time a woman customer enters your shop, she is looking for signals regarding your demeanor and intentions. Knowing many detailers, the fears that women have about detail shops and many auto service business might be true. How do you stand up?

Many women fear that the salesperson is going to:

• Be too controlling
• Be authoritative to the point of condescension
• Take advantage of her by selling her more than she really needs
• Overcharge her
• Not take her concerns seriously
• Flirt or give unwanted attention
• Laugh at her descriptions

Do you or anyone who works for you use terms like 'sweetheart' or 'honey' when dealing with women customers? Many detailers say their women customers like these terms because they smile and do not complain. Don't kid yourself, most women do not like these terms and although they don�t complain, they either won�t buy or will never come back.

How can you give positive signals during your sales presentation in order to give the woman customer correct perception of you and your shop?

1. Be Positive and smile whenever any customer is present. Too many busy detailers appear to be aggravated by a walk-in customer; you�ve lost the sale by this demeanor.
2. Make the woman your first priority. Put down the buffer, get off the phone and pay full attention to the woman customer. Everything you are doing needs to disappear when she is talking to you.
3. React and respond. When the woman customer has a concern or question, listen intently, keep eye contact, and validate her comments by nods or comments. Ask her questions and even take notes. You have, no doubt had the experience of going to a restaurant and placing an order, only to have it delivered wrong because the server did not write it down. If you are not taking notes, your customers are leaving with the concern that you did not understand their concerns and that you may not do what they specifically wanted done.
4. Compliment, Compliment, Compliment. Everyone loves compliments, and there are ways to use them effectively to make your women clients feel comfortable. This is not about personal compliments. Compliment her on her knowledge of the vehicle, or for asking good questions. Compliment her for giving thorough descriptions of the problem, or on how well the vehicle has been maintained. Maybe she is one of the few who has read her Owners Manual, compliment her on that. This is the type of attention that will win her over and give her the confident and respected in your business.
5. Reassure her that she has come to the right detail shop. You completely understand her concerns; you have well trained detailers, use excellent chemicals, there is just not going to be a problem. Verbally telling any customer these things will help them relax. They must be put at ease about their concerns before we can present anything else.

Now you are ready to sell. What is the key to an effective sale?
Remember, many women make buying decisions based on emotions.

Look at the items they most often purchase and how they are marketed, to prove an important point. The most purchased products are the ones that make them look and feel good about themselves, their homes and their families.

Once you establish what emotion motivates her, you can then develop a customized professional presentation that caters to these emotions.

What is she emotional about?

• How the car looks
• How it handles
• Her family's safety
• The cost
• Reliability
• What your detail shop offers?
• Her time constraints for the day
• Retaining the value of her car

Pay close attention to everything they communicate during the sales interchange. They may mention that they use the car to drive her children and their friends to little league events, and they have an important game tonight. So she has just verified that safety, reliability and time are going to be important points in making the sale. Here is an example of how you can tie this information together to make the most effective presentation.

"Ms.________, I really appreciate all of details you were able to provide about your concerns today. This information will help us diagnose and detail your car to your satisfaction. I would like to point out one thing that I noticed while we were checking the car. As you can see, your upholstery is fabric and with kids in the car you might want to consider having us apply a coat of fabric protectant on the carpets and upholstery. This is like the Scotch Guarding you use on your household carpets and upholstery. This will prevent damaging stains from soft drinks, ketchup and mustard.

With so many kids in the car this will keep the carpets and upholstery looking good. Why don�t you let us make the application after the interior has been cleaned and shampooed? The cost is only X if everything goes as planned, we will have your car detailed and ready for you to pick it up for the ball game tonight. Does that sound OK to you?"

Notice this is a softsell approach. No need to get technical or pushy. Remember you are appealing to her emotions. Role play scenarios with your sales people to help you and them develop these skills. You will be amazed at the reaction you will receive when your female customers feel listened too and cared about.