Reaching Out to New Markets: "The Car
Coach®" Offers Tips
September 20, 2011
sessions at last week's Auto Glass Week in Memphis, Tenn.,
focused on reaching new customers in today's market-something from
which all businesses can benefit. But a special session by Lauren
Fix, "The Car Coach," addressed several specific facets
of marketing-including reaching out to potential women customers
Fix began the session by pointing out that nine out of ten women
feel that they're often "ripped off" by automotive repair
shops, including auto glass shops, though according to Fix women
actually own more than 60 percent of cars in the world. She offered
specific tips on how to reach this market, pointing out that women
make 85 percent of the buying and maintenance decisions and have
veto power 95 percent of the time.
The first rule of thumb, Fix advised, is to remember that while
many men communicate to reach a goal, women usually communicate
to create relationships-and this plays a role in the business arena.
"It's your company's responsibility to educate potential customers
and never talk down to [anybody]," suggested Fix.
She also pointed out that one of the main selling points of a quality
auto glass shop-safety-plays a major role in women's purchasing
"Safety and security sells," she advised.
Fix, who said she became familiar with the Auto Glass Replacement
Safety Standard (AGRSS®) through her involvement with the event,
pointed out that educating women about the Standard and why safe
windshield installations are crucial is key.
"They need your product and your service," said Fix.
Fix shared a comical video
about female car purchases before explaining that automotive repair
shops could take a lesson from auto manufacturers and dealers.
"The car manufacturers have figured out how to sell to women,
you need to also," she said. "You have to appeal to them,
because if you don't, they'll go somewhere else. All they know is
what they see."
Fix referred to today's teens as another "untapped market"
and suggested auto glass businesses look to them as future customers
"[Teenagers] have no information when it comes to what you
do," suggested Fix.
She added, "[Drivers' education courses] don't teach students
about safety, they teach them to wear seatbelts," said Fix,
who suggested auto glass shops volunteer in local high schools and
provide information to drivers' education programs.
Fix also reminded attendees to pay attention to the changing market
(which also was a popular topic in Kelly McDonald's session
earlier in the week).
"Are you in the right century?" asked Fix. "You've
got to get this generation where they live."
She recommended businesses turn to social media sites such as Facebook,
Twitter, YouTube, LinkedIn, FourSquare, Tumblr.com and StumbleUpon.com.
"Everything can be tied together," said Fix.
Fix replied quickly to a question from an attendee about her thoughts
on the Yellow Pages. "So done," she said. "I get
the phone book and I throw it out."
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