Identify Your Ideal Customer [THA 285]

Why is understanding the psychographics of your ideal customer so important to your business? Why it is important to understand who your ideal customer is?  My panel discusses the importance of building relationships with customers that see the value in your business. 

Watch the Episode on YouTube

Joe Marconi, Executive Council Member, Elite Worldwide. Auto Shop Owner. Joe’s Episodes HERE.

Marty Long, Hills & Dales AutoCare Inc, Canton, OH

Bryan Lagas, Principal, Speedsport Tuning, Danbury, CT

Key Talking Points

  • Mass merchandising vs. target marketing- why this is important for shop owners
  • Make marketing unique- not your average paper ads
  • Being active in the community in a memorable way. Reinforce your brand.
  • You can’t be everything to everyone 
  • FORD- family, occupation, recreations, dreams
  • Building relationships with the customers that see the value in your business
  • Psychographics- what are your customers involved with? Read? Listen to? Values? Lifestyle? What’s in their backseat? Their network is also your target audience
  • Culture- connecting with customers and building relationships. The quality of the interactions 
  • Who are the 20% of your active customers?
  • “What’s important to me and the customer?” it’s not always about the money
  • The ease of the transaction- your ideal customer that has been with your shop 20 20 years but isn’t the demographic of your ideal customer is still your ideal customer. Don’t box yourself in.

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Important Books

Check out today’s partners:

More Time. More Profit. Shop-Ware Shop Management

About the author, Carm Capriotto, AAP

Carm is the founder and host of the Remarkable Results Radio Podcast and the pioneer of automotive aftermarket podcasts. Carm calls on his years of experience in the aftermarket to bring engaging stories from his guests.

Listen to raw, unfiltered, honest, and sincere stories that include insights, trends, best practices, and expertise. Each interview brings an opportunity to learn one new thing through the stories of personal achievement. Many podcast guests tell their story of transformation from working in their business to working on it.

As host of over 1,000 episodes, Carm uses his enthusiasm and passion for the aftermarket especially the service sector to take his listeners on a journey showcasing successful service professionals’ paths to Remarkable Results. He also enjoys interviews with aftermarket industry thought leaders who bring their industry perspectives to his listener.

Follow the podcast on your favorite podcast listening app and always listen to learn just one thing!