Dealership Customer Experience Training

When asked what I do, I specialize in empowering businesses to connect with women consumers, starting with auto dealerships, auto repair shops, tire industries, and extending to investors, bankers, yacht brokers, and nonprofit organizations. Female consumers spend $30 trillion a year, and no dealership can afford to leave that revenue on the table. Women also influence an additional $20 trillion in consumer spending beyond their own direct purchases.

With over 50 years of experience, I have refined my expertise to transform businesses of all sizes, from Fortune 500 companies to family-owned enterprises. I've successfully owned an ad agency, authored a book, and delivered specialized sales training on how to win over female customers. I know what it takes to harness the immense buying power of women, ensuring your business thrives by understanding their unique preferences. And no, it’s not just about pink water bottles.

Womens Market Consulting. What I Do

For 25 years, I have been researching and developing HER Certified®. This work has grown into a focused set of services for dealerships and service businesses ready to change how they engage women customers:

• Dealership culture change consulting, from the sales floor to the service drive
• Customer excellence training for sales, parts, and service teams
• Female consumer engagement strategy built around your dealership's specific market
• On-site assessments and mystery-shop-style reviews
• Ongoing coaching and compliance check-ins to keep standards in place after training ends

Customer Experience vs. Customer Service

Why Women Pay More for Respectful Treatment

Do you know why Nordstrom, Ritz-Carlton, Amazon, Apple, and Wegmans are held in high regard for their customer service, and why women are willing to pay more for a car when treated with respect and given what they truly want in a retail or service experience? It's all about the Customer Experience, not just customer service.

Customer service is a single transaction handled well. Customer experience is the entire journey, from the first phone call or website visit, through the sales floor, financing, delivery, and every service visit after, designed around how women actually want to be treated at each step.

The Cost of Getting It Wrong

A dealership getting this wrong doesn't just lose a sale. It loses referrals, repeat service visits, and the trust of a customer base controlling the majority of vehicle-purchase decisions. Women who feel dismissed or talked down to rarely say so. They simply don't come back, and they don't send their friends.

Female Consumer Engagement Strategy — How Engagements Work

Every client receives customized advice and solutions tailored to their specific needs. I even offer the unique service of working at your business to identify areas for improvement, all within your budget. A typical engagement follows four steps:

1. Initial assessment: a review of your current sales and service process from a woman customer's point of view
2. On-site visit: time spent working directly at your business, observing and identifying gaps
3. Customized strategy: specific, actionable recommendations built around your dealership, not a generic script
4. Training and follow-up: staff training sessions plus ongoing check-ins to make sure changes stick

Serving Dealerships in Phoenix, Scottsdale, East Valley and Nationwide

Based in Phoenix, Arizona, I work on-site with dealerships across the Valley, including Scottsdale and the East Valley, and consult remotely with dealership groups nationwide. HER Certified® partners include dealerships like Porsche North Scottsdale, Camelback Toyota, Superstition Springs Lexus, Acura of Peoria, and Coulter Infiniti, who've built women's-market strategy directly into how their teams sell and service vehicles.