May 2021

MAY 2021 AFTERMARKET 13 really does wear many hats! It is not just about drinking tea and having a lovely chat with the customers. All front-of- house staff are like swans – serene and calm on the surface but paddling like mad underneath to keep afloat and move forward. I understand the relationship that many of our clients have with their Jaguars, so with all customers I will work with them to understand what work they may need. That can often be quite different from what they think they need. How often do you get a customer ring up telling you what they ‘need’ to fix their cars? It’s a case of listening patiently while they tell you what Google, or their best friends’ brother’s cousin has said needs replacing. It is my job to gently back-track them to describe what the symptoms are and what they are experiencing with the car. I need to collate information on any faults the car may have, ask the right questions, and try to obtain the most helpful information from the customer. It is important, especially in a diagnostic situation, where there may be intermittent faults that the right questions are asked to get as much information to aid the diagnosis. This is where having a non-technical person on reception can be tricky. We have now developed a series of questions that I ask to ease the correct information out of people. Distinct advantages Being a woman with a non-technical background on the frontline does have some distinct advantages. I tend to make sure I gain a basic understanding of a problem and can then relay that quite simply back to the customer. I also see things from a slightly different perspective to Clive at times, he knows why or how a certain problem has occurred but I look at it from a layman’s point of view and ask him the questions that I think a customer may ask me. I like to think my approach can be more objective and that I look at problems from a wider perspective when Clive is particularly caught up in a complicated diagnostic job. Jaguars, as beautiful as they may be, are not simple cars to work on as I am sure some of you have experienced. To be a woman in a male-dominated environment brings another dimension to my role. Encouragingly though I have seen a big improvement over the last 27 years. At first some people were perhaps reluctant to speak to a female about their cars and I had to work hard to be accepted as more than just someone who answered the phone and made tea. Not quite as often now do I have to hear the words “I want to speak to the boss.” On the odd occasion it may happen they are firmly and sweetly told with a smile that “I am the boss.” As my knowledge of Jaguars improved, then my confidence developed, and I was able to answer more queries and have more in-depth conversations with clients. This has led to a more conducive and rewarding working environment. I am still always pleasantly surprised to hear, and a little bit thrilled, when someone that doesn’t know us, launches into a technical discussion with me over the phone. I am generally finding now that people are more accepting to seeing a female in service reception and are happy to talk all things ‘cars’. Involvement One thing I have noticed over the years is the increase of women who bring their cars into the garage, and I’m happy to think I am perhaps providing a more relaxing and less intimidating experience by being greeted by another female. It is very encouraging to see more women becoming involved in the industry. The first time I attended one of Andy Savva’s excellent courses, I was pleasantly surprised to see many women alongside me on the course. I quite thought that I would have the women’s powder room all to myself! It was a comfort to know that other women were tackling and winning at life in an historically male dominated environment. It would be untruthful to say it has been an easy road to travel down. I’m quite often faced with the feeling that I have lots of bits of a puzzle, enough to make some sort of sense but never quite enough to create a full picture. Every working day I learn something more, every working day my comfort zone is stretched, every working day brings more problems to solve, and every working day brings rewards and an overwhelming sense of pride to be a business woman in the garage industry and to appreciate being in a job that I love. So, to all you women out there, don’t be afraid to step out of your comfort zone, relish the challenges, and be determined to succeed. The rewards will be worth all your efforts. Above all keep your enthusiasm, your sparkle and your hopes and dreams alive. “Enthusiasm is the yeast that makes your hopes shine to the stars. Enthusiasm is the sparkle in your eyes, the swing in your gait. The grip of your hand, the irresistible surge of will and energy to execute your ideas.” (Henry Ford). All front-of-house staff are like swans – serene and calm on the surface but paddling like mad underneath ”