I think it goes both ways.
Sometimes, we women go in assuming the bike shop will treat us a certain (prejudiced?) way, and we carry our attitudes with us.

I try to go in and give them a quick "spec sheet" about me: in a nutshell - this is what I ride, how long I've been riding, what I am here for.

They want to sell stuff to you. that's their job. Make it easy for them and you may be rewarded with a quick and easy transaction, and a good relationship.