I Am Woman…Hear My Engine Roar

Presented by Rhonda Hiltbrand and George Zabrecky

Call it women’s intuition—female customers know when they’re not receiving due attention. For months, Rhonda Hiltbrand had been taking her aging Jeep to a service dealer located near her office out of convenience. Before long, she began to suspect that the service dealer was only interested in performing routine oil changes and getting her vehicle out of the bay as soon as possible. She never received an inspection form suggesting parts or additional repairs or services that might be necessary to keep her vehicle running smoothly and safely. In the end, her confidence in her vehicle was as shot as a worn-out tire.

"I was going on vacation, and wanted to make sure it was road-worthy," she explains. "They still only gave me an oil change! I knew my Jeep wasn’t getting the attention it deserved, and I decided to find a new shop."

Hiltbrand took her Jeep to another independent service dealer—and it was a night-and-day experience when it came to customer service.

In a testimonial letter to her new shop, Rhonda writes that the owner "not only gives my Jeep a complete inspection each time, but he also itemizes what needs to be serviced and recommends a time frame and offers an estimate. He also picks up the vehicle at my office, services it and returns it to the office. I’m spoiled!"

It’s this kind of attentive service that women expect nowadays, whether it be at Nordstrom or the local Parts Plus Car Care Center, according to Hiltbrand, the COO of NWZ WORX Multimedia, a marketing consulting and direct-mail company, and a recognized leader in the automotive industry.

"Women like dealing with someone they feel comfortable with, and they have a very impressive network system—they are exceptional at word-of-mouth referrals," says Hiltbrand, who has written articles and presented workshops to help change the way the industry markets to women. "Once you have won her trust and loyalty, a satisfied woman customer will tell others about you. Women are loyal…when loyalty is deserved."

Despite the fact that women account for 85% of all consumables, including everything from autos to healthcare, a study by Scott Heidbrink that appeared in the September 20, 2007, edition of Styling and Performance, showed that 74% of women felt misunderstood by automotive marketers, while a whopping 91% of females said advertisers don’t understand them at all. Meanwhile, women influence 85% of all household decisions, including automobile purchases and car care.

Along with George Zabrecky, founder and president of NWZ WORX Multimedia, Hiltbrand will present "I Am Woman…Hear My Engine Roar" at the upcoming Network National Convention in Nashville, Feb. 26 – March 1, 2009. Zabrecky is perhaps best known in the industry for creating the Advantage in Marketing Program (AIM), which assists automotive-repair business owners and their employees in all aspects of their business, with an emphasis on marketing.

Together, Zabrecky and Hiltbrand will illustrate how women differ from men, including buyer habits, expectations, empathy vs. admiration, and how your business can more effectively cultivate loyalty with your female customers.

Contrary to popular belief, the most important issue to women when it comes to automobiles isn’t a vanity mirror or the number of beverage holders—it’s safety. During their seminar, Zabrecky and Hiltbrand will instruct you to educate your female customers on the finer points of automotive services through affordable newsletters, direct-mailers, flyers and car-care clinics, resulting in women feeling safer in their vehicle and more confident about their experience at your business.

"This seminar will show you how to build long-term relationships with your women customers by providing them with helpful tips and allowing them to get to know you better," Zabrecky says. "Education is the key. Your customers are not necessarily coming to you because they want to. They’re coming because they have to. Educating them and letting them know what sets you apart from the shop down the street will keep them coming back to you.

"Women are looking for stellar service and a business relationship with their auto-service provider. Women are people-powered."

The engaging duo from NWZ WORX Multimedia will also explain how the appearance of your facility can be an asset or a liability with women, clearly outlining how aesthetics play a strong role in the message your business is sending to female customers.

In the months leading up the convention, Zabrecky encourages Network’s jobbers and service dealers to take the first step by utilizing the advantages of being independent.

"The most important element that separates you from dealerships and retail chains is that the owner is usually on the premises. If a woman has a need to talk to you personally about an issue with her vehicle, take the time to listen to her—be there for her. Women are driven by empathy; they want to be understood."

"I Am Woman…Hear My Engine Roar" will be open to both service dealers and jobbers during the Network National Convention in Nashville.