The motor trade is often accused of being too focused on male customers. A recent survey by insurance company Shelia’s Wheels showed that most women would rather go to the doctor than to a local garage. In response to the survey, Steph Savill the woman behind the Foxy Lady Drivers Club, has issued some advice to garages on being more female friendly. Her main tips are:

-    When dealing with women do not patronise and always treat them with respect. Remember many are the decision makers when it comes to both buying and maintaining family cars.
-    Make sure your marketing and your website feature female customers.
-    Use menu pricing to appeal to women buyers who shop around.
-    Keep in touch. Regular marketing communication can keep female customers coming back. 
-    Go the extra mile by offering car collection and delivery options.
-    Show your certs. If you are a member of a trade body or motoring organisation have your accreditations on display to provide quality reassurance.
-    Think about making your premises child friendly. A few toys or books can provide a welcome distraction in a waiting area.
-    Keep it clean. This doesn’t just apply to the staff language but also the whole business, especially the reception, waiting area and toilets.