A member of the Board of Directors for the Women’s Industry Network and marketer for Axiom Accident and Hail Repair, Kim Frasher has identified and carved out a critical niche in the autobody industry. Utilizing both her previous experience and unique position, Kim has created a warm and welcoming experience for fellow women at her autobody and collision repair shop with her husband. Below, she details how her experiences in design, sales, and marketing have led her to where she is today.
Q: What inspired you to do the work you do today? Was there a particular moment or experience that led you to this career?
A: After years of traveling with my husband to auto collision repair centers, I realized that auto body shops, despite having a large percentage of their clientele being female, aren’t designed to be accommodating to women. When my husband and his partners started creating a new chain of body shops for the Denver metro, I saw this as my opportunity to both help my husband grow his new business and to help create an auto body repair shop that I would be proud to send my friends, family, and fellow female Denver metro residents to. I knew with my background in design, sales, and marketing that I would be able to help our leadership team create something completely different.
Q: Everyone has a special gift, that thing that many would call their superpower. What do you think yours is and how did you discover it?
A: I have a firmly held belief that you don’t need to try hard to sell an idea or a concept if you “do it right the first time.” Listen to the client and identify their “pain points.” If you ask them enough targeted questions about their goals, they’ll share their pain points with you. Tailor a solution for them based on those points, and show them how their life will be easier as a result, and the business relationship is born. You don’t need to overload someone with information,or try to persuade or convince someone if you simply listen and offer a solution. I’ve always been able to do this and as a result, business relationships come naturally.
Q: There's a young woman reading this who is on a path to discover where she belongs and how she can make an impact in the world. What advice would you give her to guide her next steps?
A: I would tell her to think of her priorities, her non-negotiables, and then to identify her skills. Reach out to anyone she’s admired in her past careers for an outside perspective on what type of field/career she may excel at. Once she finds her place, network. Find other women in this career, find groups like Women of Denver, find volunteer opportunities, and stay engaged and involved. As long as she has passion, is genuine, and works hard, she will make a mark.
Q: What are some of the things you do to support other women?
A: I serve on the Board of Directors in “Women’s Industry Network”, a network of professionals in the auto collision industry that seeks out, helps advance, and provides educational scholarships and networking opportunities to women in the field of auto collision repair. My husband and I also started “Women’s Wednesdays” at our shops, Axiom Accident and Hail Repair. We offer simple services for women at no cost like filling up tires, changing out head or tail lights, and simple scuff or scratch removal. I’m also raising a kickass daughter.
Q: What's the #1 key to earning our worth as women in business?
A: Demand it! Know your accomplishments and how they have impacted businesses, hone your skill set, seek any certifications or affiliations within your field that you can, and don’t let someone tell you what you are worth. Become the biggest expert on yourself. No one can dictate your worth if you know what your worth is, so study up on your contributions and be confident in your accomplishments and abilities. Keep track of your efficiency, awards, and sales numbers so that you have data to back yourself up. It’s always worked for me.
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