04/ 02/ 2008
by Megan Pacella
Gayle Clark isn't ashamed to admit that not all of her customers get the same treatment at her Detroit-based automotive repair shop. In fact, it's something she even touts--especially to her female customers, who make up a special niche that Motor City Sales and Services has been filling since 2002.
After years of observation, one day it just clicked: "Women were always so apprehensive and defensive when they came in because they felt uneducated about car repair," Clark says.
By paying careful attention to her customers' needs, Clark realized that she could grow her business by tailoring its services to women. So when her female clientele told her to start an automobile maintenance course for women, she jumped at the opportunity.
Clark launched a trial class at the end of 2004, and it immediately took off. Now she holds a class on the last Saturday of every month, limiting the size to just seven women to ensure each participant receives a hands-on learning experience. Although admission to the class costs only $20, women are eager to bring their business to Motor City Sales and Services once they attend. "Once we're finished teaching the class, women will schedule a service for their car," Clark says. "We're building ongoing relationships with people through the class."
Although Motor City Sales and Services has carved out a niche by offering services specifically tailored to women, Clark says they haven't lost out on other business.
"All of our customers really seem to appreciate that we're doing something special here, so they keep coming back," she says.
That's because for Clark, finding her business' role in the auto industry is all about service, and for Motor City Sales and Services, that means satisfying whomever walks through the door--no matter their gender.
NFIB.com
For more tips on niche marketing, check out the "Sales and Marketing" section at www.NFIB.com/toolsandtips.
This article is from the April/May 2008 issue of MyBusiness.
