All customers are not created equal.
That is why if I am investing money in marketing to attract car buyers, you can bet the farm on the fact I am aiming to attract the prospects I want to work with.
If you are marketing to attract any and all prospects, I am telling you, you will attract none.
When you have honed in and have identified your target prospect, everything about branding and marketing becomes easier to execute effectively.
Who Is Your Target Car Shopper Prospect
Anybody that walks into your dealership asking to work with you, you are going to sell them a car. I am not saying you do not sell them if they are not your target prospect but still came in looking for you.
Of course not.
Identifying your target prospect is about the prospects you are aiming to attract through your marketing and branding efforts.
Your target prospect is the type of customers if you had to choose, would be lining up in droves to do business with you.
Once you know who your target prospect/customer is, you will have a far better chance of attracting more of them.
So how do you identify who your target customer is?
3 Step Car Pro Guide To Identifying Your Target Prospect
1. A, B, C Clients
It all starts with compiling your last 25 to 50 car deals. If you have been in the game for a few, gather minimum, of the last twenty-five car customers that purchased from you.
If you are a green pea/fresh fish in the game and don’t have twenty-five deals in the bag yet, work with whatever number you have.
Go into your arm and refresh yourself about these individuals via your notes and anything else that may help you remember your experience with these customers.
Once you have your list of customers you are going to need to divide them into three sections.
- A Clients
- B Clients
- C Clients
Here is how you know which customer goes into which section.
Identifying Your A Customers/Clients
The A section or your “A customers” are your favorite and most profitable customers in your database.
These are the customers you want to have lined up outside your office at the dealership, waiting patiently to work with you.
Here are a few things to look for in your customers to determine if they are A clients:
- They can afford your services
- They value that your expertise and that you are an elite professional
- They never complain about petty things or take your time away from other A clients
Your past customers you want to classify as A Clients are usually people you genuinely like and enjoy working with and servicing time in and time out.
Identifying Your B Customers/Clients
Your B section or your “B Customers” are not the worst ones of the bunch, but they are not quite A’s if you know what I mean.
Here is most likely what your “B Customers” will look like:
- They are less capable than “A Clients” to pay you top dollar for your product and services
- They complain (not a lot but enough) about little things that suck your most valuable asset, your time
- They are not your favorite clients, but they are not that bad.
As of right now you are classifying these clients as your B Customers, but some may become A Customers as we move forward. You will see what I am talking about shortly.
Identifying Your C Customers/Clients
Chances are if you classify a past customer as a “C Client” they probably are.
As you might have guessed, your “C Customers” are the ones you do not want to attract via your branding and marketing efforts.
Here is most likely what your “C Clients” look like:
- They do not have the ability or refuse to pay you top dollar for your product/services
- They are constant pain in the neck and eat up tons of your time with nonsense that ends up costing you more money than it is worth
- They will probably never do business with you again, regardless of how well you really did treat them
Once you have your “C Clients” selected, you should immediately throw it away.
There is no reason to invest another second into customers like this, so you will not be needing the names on your C list.
They do not need to cost you any more time and money. Period.
Now you are ready for step number two.
2. Shared Characteristics Of Your Ideal Customer
Next, you want to look for common characteristics amongst your customers you have classified as both A’s and B’s.
What we are doing is filtering through the customers on list A and B and looking for as many commonalities as possible.
A lot of the time the customers you enjoy and want more of, have more in common than you might think. You just have to put in the work to finding them.
Most car sales professionals can find their ideal customer by looking for one or more of these characteristics in their customers:
- You have a common interest/passion as your customer and genuinely enjoy being around them
- They have bought a car from you on more than one occasion
- They send you referrals of people just like them (more of your ideal customers)
- They are educated shoppers, with an ability to purchase your products and don’t waste your time with crazy complaints
- They consider you as an expert authority in your marketplace and they trust you
- They always give you perfect and awesome testimonials/reviews/CSI
- They might be in the process of rebuilding/establishing their credit or they have perfect credit (aka a bullet)
Did I list every possible characteristic? Well hell no, that list would be insanely long.
The characteristics listed above are just some of the more relevant for dudes (or chicks) like us in the car biz.
If you find a characteristic not listed that is common with the majority of your favorite customers, by all reasons run with that one player!
Let’s hop over to step number three.
3. Demographics & Other Info
Once you get to step three you will see your list of customers gets smaller and smaller as you execute each step.
That is of course by design.
The object is to get as hyper-detailed as possible about who your ideal customer/prospect is.
Do any of the customers left on your list share any of these specific demographics and other detailed info?
- Average household income
- Average age demographic
- Profession/biz owner/job
- Martial status
- Political groups/private clubs
- Tech savvy or NOT tech savvy
- Neighborhood/development they live in
- Always buy a certain vehicle/hobby/collector
Just like characteristics, you could list for days. These are just some of the most common.
Use these examples to help filter your customer list to make it easier to hone in on your ideal customer.
After You Complete The Steps Above
As I mentioned earlier your list of A Clients will get smaller and smaller and that is exactly what you want.
You want your ideal customer to be very specific.
There should only be 2,3, maybe 4 customers left on your list and they are congratulations, your target customer.
After you filter through the customers you don’t make the cut, you will have a much better understanding of who your favorite/ideal customer is.
Now That You Have Identified Your Target Customer
Now that you have identified who your target customer is, you are that much closer to launching a powerhouse personal brand that attracts first-class prospects.
Your next move is to learn more about these prospects so you can architect a personal brand and marketing message that will compel them to come see you.
That is called a “buyer persona” and on the next episode of Car Pro Insider Podcast you are going to learn how to create your “buyers persona”.
Don’t Ever Miss An Episode Of The Car Pro Insider Podcast
Get subscribed to the Car Pro Insider at your favorite place to consume podcasts below:
Do Me A Solid & Review The Podcast On iTunes (if you get down on iTunes of course)