Identifying Your Ideal Client

Written by Katie Petersen

Do you know who your ideal customer is? What is their annual income? What are their personal interests? Do you know the steps your dealership needs to take to attract that ideal customer? 

If you struggled answering any of those questions, you are not alone! Every year, many businesses (not just dealerships!) fail because they do not know who their ideal customer is – let alone how to attract them! Luckily, there are a few simple steps you can take within your business to remedy this. 

Create Company Values

It may seem obvious, but some companies first need to create their own values before looking at who they want as a customer. These values lay the foundation for who your company is and how the customer will view your business as you interact.

  • What do you personally believe in?
  • What do others in your company (family members, employees) believe in?
  • How do these beliefs factor into your business?

It is important to take the time to write these values down; they can factor into your mission statement and become the foundation for your dealership.

Identify Target Product Line

The next step is looking into what you want your target product line to be. Let’s face it – you cannot sell everything and be good at it all. Taking the time to figure out what your target product line will be and prioritizing that throughout your organization can make all of the difference in the world for your business.

First, perform a SWOT (Strengths, Weaknesses, Opportunities, Threats) Analysis. This will help you categorize where you are and where you want to be. To do this, think about the following questions:

  • Which product lines are selling best right now?
  • Which ones are harder sales for your team?
  • Look into what product lines your competitors are offering.
  • Assess what the next product line may be and if it could be a fit for your dealership.

With this information, you can make an informed decision on what niche you would like your dealership to focus on.

Identify Ideal Customer

The final step is identifying who your ideal customer is. Based on your company values and your target product line, you can now look at what customer you will need to focus your marketing efforts on.

  • What is their typical age?
  • What life stage are they in?
  • Geographic location?
  • Household income?
  • Are they on social media?
  • What are their social interests?

Identifying the answers to these questions will help you figure out where your marketing and sales teams need to hit in order to reach this customer. 

Taking the time to outline your company values and target product line will help lead you to your ideal customer. The more time you put into this, the easier it will be for you to eventually reach your ideal customer! 

If you are struggling with identifying your ideal customer, DealeRisk can help! Check out our Thrive Sales and Marketing Package where we take a deep dive with you on the best way to identify and reach your ideal customer!