#99: How to Disrupt a Male Dominated Industry w/ Patrice Banks

By August 26, 2016 No Comments

Patrice Banks is on a mission to empower female drivers all over the world. A Dupont engineer turned auto-mechanic, Patrice is educating women (and men) about vehicle repairs and maintenance so that they can enjoy a transparent visit to the shop and not get taken advantage of. She is the founder of #Shecanic and is also a TedX speaker and author.

In episode 99, you’ll learn some creative ways to make your dealership service center more transparent. You’ll also get some ideas about how to make the customer experience more enjoyable and stress-free.

Women are the #1 Automotive Shopper

It’s no secret that women make up a majority of the buying decisions when it comes to automotive. It shouldn’t be a surprise that they also make up the majority of repair customers as well.

Sadly, many women feel like they are being taken advantage of when it comes to vehicle maintenance and repairs because they don’t have the tech-savvy (automotive) understanding of what needs to be done, or what questions to ask their mechanic.

This presents a real opportunity for car dealerships around the world to focus on providing a transparent and comfortable service experience, keeping this major demographic in mind while doing so.

Dealers Need More Women Working in the Store

According to Patrice, female mechanics make up less than 2% of the entire industry. By focusing on hiring qualified women in the store, you’ll have the upper hand when dealing with female shoppers and service customers. Patrice submits that’s because most women are quicker to trust other women.

Along with building trust and lowering the walls that can exist between customers and the dealer, Patrice advised that Dealers shouldn’t be afraid to create women-centered programs at the store. That could be a ladies night where they receive education about car maintenance – or anything that will help provide a really unique experience for them.

Spread the word!

If you’re getting value out of the show, we’d love your help spreading the word with an honest iTunes review here: http://thedealerplaybook.com/dpb-itunes

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