It’s just a fact of life in the automotive world: listening is essential! One of the key things we stress when training our Certified Female Friendly clients is developing great communication skills. Too often, when a woman visits a car dealer, tire dealer, service center or other automotive retail location, she is interrupted, talked over, or simply not being heard. Well, I’m here to tell everyone in the auto world the same thing I tell every one of our Certified Female Friendly locations: women speak, learn to listen!

1. Verbal Skills

When it comes to speaking to your women customers, the three C’s are clear, concise, and correct. Don’t try to wow her with jargon, and don’t deny her an explanation because you don’t think she’ll understand. Women really appreciate it when you take the time to explain the whole process. Make sure your answers are correct, of course (we don’t want to be giving inaccurate explanations after all), and you want to explain yourself as clearly as possible while still remaining concise. If you can master the art of the three C’s, you’re well on your way to winning with women already.

2. Non-Verbal skills improve Body Language

When talking to women customers, what you don’t say can be just as important as what you say. Women are storytellers. If you’re helping a woman customer, listen to her as she tells you what she needs. She’ll likely tell you about her entire car history, family, her kids, how many trips to school and tae-kwon-do and soccer practice she makes every week, how many snacks have spilled, and how many hours she spends in her car. These are important clues for you! This is a customer who cares about safety, reliability, and easy cleaning. While listening, signify your interest by nodding, smiling, and expressing (without speaking) that you’re following along. Repeat back the key points to her before you offer the solution she needs. This signals that you heard every word, and that goes a long way with women!

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