Choosing your ideal customer in the automotive world is a little different than in any other business. The reason being, you don\u2019t have just one type of customer, and shooting for \u2018everyone\u2019 is way too broad. No one can afford to target everyone. And even saying that your target market is \u2018stay-at-home moms\u2019 is far too general.<\/p>\n
Targeting a specific market does not mean you are excluding people who don\u2019t fit, but rather it allows you to focus your marketing dollars on a specific target group that is more likely to buy from you rather than other groups. This one step can help save you thousands in wasted advertising budget spent by just throwing out random ads to a general market and getting no results.<\/p>\n
How do you choose your ideal customer?<\/strong> Why is this important?<\/strong> A great example of understanding people is the DISC profile. DISC generalizes people into 4 different groups allowing you to breakdown personality groups and assess where they fit, and then speak to them in a manner that they like to be communicated to.<\/p>\n DISC is a behavior assessment tool centred around four different behavioral traits: dominance, inducement, submission, and compliance. It\u2019s important to note that DISC is not a personality assessment. DISC shows the behavior of an individual when they\u2019re in a particular environment. Knowing your customer\u2019s avatar or behavioral traits allows you to target your marketing more effectively and speak in a tone and voice that your targeted customers will respond to.<\/p>\n
\nWhen we work with dealerships, we start by creating \u2018avatars\u2019, or detailed descriptions of who your customer groups might be.<\/p>\n
\nThe better you know who your customer is, the better you can sell to them both in person and online.<\/p>\n