For auto business owners, the idea of communicating more effectively with women shouldn’t be a controversial one at all. In the United States alone there are half a million women who are actively seeking to buy a new car at any given time. Women have a heavy influence on all automotive purchases (85% of them), from the showroom to the service lane, and yet 74% of women – three quarters of us – feel misunderstood by the auto industry.
When an automotive business decides to take their commitment to women seriously, it’s time for their marketing to move beyond this vague idea of influence, and start thinking about speaking the language that women want to hear. Car dealers should start asking “What do women value most about a new car?” Service providers should be asking “What would get a busy mom to trust my wrench over someone else’s?” In other words – what do women value?
Women value being heard. Women value their families. Women value their own comfort. Women value safety and peace of mind. Women want to be treated the same as men – they want to be seen and heard and valued for who they are, and what’s important to them.
That’s where AskPatty.com comes in.
Since 2006, our Certified Female Friendly program has been helping educate automotive professionals on the age-old question of “What women want,” and since then we’ve constantly been evolving the program to be effective for the current state of the industry in its attitudes toward women.
When an automotive business makes the decision to become Certified Female Friendly, they are not just placing a sticker on their door and getting a search listing on our website. They are making a commitment to honor the AskPatty promise – to provide women customers with nothing less than the best in customer care from start to finish and beyond.
And it’s not only about women – Certified Female Friendly locations strive to be family friendly, kid friendly, pet friendly, and accessible to customers with disabilities. In short, the AskPatty Nation of Certified Female Friendly retailers is a new kind of automotive retailer – one that serves people first.
Everyone who makes the commitment to become Certified Female Friendly goes through our online, robust certification training program. This training includes education on everything from the sales process to marketing and social media – all with women customers in mind. Once you’ve finished, you’ll have the basic skills you need to effectively communicate with women. However, just knowing the material isn’t enough. The point is to become Certified Female Friendly, and to truly incorporate those lessons in how you do business every day.
Once you’re finished with the certification training, your education isn’t finished, because AskPatty.com provides its Certified Female Friendly clients with a monthly webinar, always on a specific topic within the realm of marketing to women. These webinars are recorded and archived – a wealth of knowledge at your fingertips.
Also available are the many, many assets available on the AskPatty Marketing Portal website. All of our recorded webinars are archived there, as well as comprehensive guides on how to put together various promotions such as a Car Care Clinic, how to use your smartphone to create professional-quality video for your social media presence, and how to incorporate the AskPatty Certification into your existing marketing and advertising.
We serve our Certified Female Friendly clients month after month by way of originally designed monthly sets of marketing materials, social media graphics, tips and tricks, all designed to help you communicate more effectively with women than ever before. Each month, you’ll receive a fresh mailing of assets in our PULSE e-newsletter, and all of those materials are categorized and stored on our marketing portal, so you can access them anytime, anywhere.
When it comes to winning the loyalty of women customers in the automotive world, the key word is Trust – and we’ve designed everything about our Certified Female Friendly Program, from the branding to the materials – to enhance the trust in your relationship to your women customers.
If you’re an owner, manager, internet director, or marketing director for an automotive business of any type – dealership, service center, tire center, quick lube, collision center, car wash, or even credit union – show your women customers that you’re ready to take them seriously.
Join the AskPatty nation and Get Certified Female Friendly today.