WICHITA — You might call Roger Scholfield a ladies’ man, though perhaps not in the traditional sense.
His Scholfield Honda has been recognized a couple of times recently for offering great customer service to women.
On Wednesday, Forbes wrote about a survey that WomenCertified conducted last fall for Dealer Magazine, which Scholfield calls one of the two biggest industry magazines for automobile dealers. Of about 175 dealerships that responded, Scholfield Honda was one of 33 that WomenCertified chose to feature.
“When the receptionist said Forbes magazine was on the line, I thought they were calling to renew my subscription,” Scholfield says.
Instead, the magazine wanted to learn about his dealership’s way with women.
“It’s all about listening to our clients and just providing a really nice atmosphere for them,” Scholfield says. “When you meet women’s expectations, you exceed your male clients’ expectations.”
After he did the survey, Scholfield says, “Within a couple of weeks, they called us back and said, ‘Wow, your dealership had one of the largest responses of all dealerships in the country.’”
He says he was told that 94.9 percent of the women surveyed about his dealership said they’d highly recommend it.
Scholfield credits his employees and his wife, Jaki, who helped redecorate the dealership and create what he calls five star hotel-worthy bathrooms.
“There’s hardly a week goes by when I haven’t had a female client come in and go, ‘Thank you for the restroom.’”
In addition to the Forbes article, Scholfield says he’s gotten some attention from his friends in the industry, too, for doing so well in the survey.
“I did have a couple of guys say, ‘Hey, what’s your secret?’” he says. “They’re all out of market, so I might share.”