Your Dealership is Doomed: the Diversity of Customers Fresno CA
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Fresno, CA
559-432-2346
Fresno, CA
559-233-5771
Fresno, CA
559-230-4062
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Your Dealership is Doomed: the Diversity of Customers
Remember the days when the only woman in your shop was the one half-naked on the calendar? Well, it’s time to forget them. The female portion of your customer base is not a "niche." In fact, women are regular – if not primary – customers of automotive service providers. Consider these statistics, courtesy of the Women’s Board of the Car Care Council at the Automotive Aftermarket Industry Association (AAIA): – More than half of the nation’s population is female. – Close to 85% of American women are responsible for the maintenance of their vehicles, and women make up 65% of the customer base for automotive repair and service centers. – 73% of women express interest in learning about automotive maintenance and repair. And, according to the U.S. Department of Transportation, the overall percentage of female drivers is on the rise, while the percentage of male drivers is declining. In spite of these trends, 80% of women customers are not satisfied with the service and repairs they receive, and 89% feel they are treated differently because of their gender, according to the Car Care Council. For the independent tire dealer, it’s difficult to ignore the tremendous business opportunity these customers present. Considering these statistics, your dealership is doomed if you disregard or offend such a vital part of your customer base. This is not alarmist thinking; women represent a powerful consumer f... |
