Women are literally "driving" the market in terms of consumer influence. With women now representing 65 percent of auto service customers, it is critical to understand what drives the buying decisions of this important segment. What do women look for when they choose a place to service and repair their automobiles? How can you provide the kind of customer service that brings women back? Better yet, how can you get them so excited about your business that they tell their friends about you?

This interactive course will give you the tools you need to gain and retain the loyalty of female customers. Based on the latest consumer research and feedback from women's focus groups, this course will introduce you to the vast women's market, critical gender differences that influence customer behavior and important ways to adjust your service, sales and marketing strategies so you can build lasting and profitable relationships with today's female customers.

Approval Date: 01/99

Ralene Friend/Karen Friend 6 credits; 3-hour course Specialty: