Ask Patty Featured in Paul Gillin's Book

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Stephen Powers isn’t an Internet guy. Stephen Powers is an automotive guy. He opened his first auto reconditioning shop when he was 17. That was 1983 and Powers has been passionate about auto reconditioning ever since.

Stephen Powers is smart about technology, though, and when he first used the Internet a decade ago, he realized it was going to be an asset to his business. That’s because Powers’ business, Rightlook, isn’t the kind you’d find in the phone book. San Diego-based Rightlook helps people get started in the auto reconditioning business. Rightlook provides education, training and materials to get them started and help them market, manage and grow a real company...

Girl power

AskPatty.com is a new business that helps auto detailers and services companies tap the female audience. Women buy more than half the new cars in the U.S. and influence 85% of new auto and truck purchases, says Jody DeVere, president of the company.

The male-dominated auto business is notoriously weak at addressing female customers. Sales outlets tend to be owned by individuals, more than 90% of whom are male, and sales tactics are handed down through generations. With women increasingly flexing their economic muscles, AskPatty is addressing dealers’ and retailers’ needs to better serve that audience. The business model is to provide a comprehensive training and certification program for sales and service organizations, who can then display the AskPatty logo in the showrooms and on their websites...

Read the full chapter here.

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