Jump to content

Sign in to follow this  

Article: Who Is Your Ideal Client ?

Recommended Posts

Ted Turner said it best, “Early to bed, early to rise, work like hell, and advertise”. As summer gives way to fall, marketing becomes more important. Many shops slow down on their marketing as business slows down. This is exactly the time to invest in continued marketing. It’s an opportunity to market while your competition is not. Many shops do reactionary marketing because they don’t have a formal plan. This type of hit and miss approach can be a waste of precious marketing efforts and dollars.


Developing a personalized marketing plan will be well worth your time and effort. About 80 % of auto retail dollars are spent at 20 % of the available shops. The reason is these shops understand exactly who their clients are and they market to those clients with a very organized and focused approach.


The first step to a great marketing plan is to know your target market. You can begin by using your operating system to run reports that reveal your client base. Look at things like who has spent more than $500.00 with you in the last year. What kind of vehicle do they drive? Where do they live? What is their zip code? If you are active in your shop you can probably think of ten to twenty great clients off the top of your head. Have your service advisors put together a list of their favorite clients too. Assemble all the information into a master list. Look at this list and determine what these clients have in common. What type of vehicles do they drive? Why do they use your shop? Use the information to develop a survey that asks the questions you want answers to. Begin targeting your specific clients.


Here is an example of a survey to get you started, but it’s important to tailor it to your shop:



Dear Valued Customer,


Here at “your shop’s name”, we are constantly striving to provide the very best customer service. If you could take a moment and share your input, we would greatly appreciate it.


What is the most important thing you consider when deciding where you will get your vehicle repaired?

  • Price
  • Warranty
  • Professional, friendly staff
  • Other ____________________________________________

What radio station, tv channel, and social media do you prefer?

  • TV channel ___________
  • Radio Station _________
  • Social Media __________ (examples, Facebook, Twitter, Google +)

Have you or would you be comfortable referring family or friends to our shop and why?


Name the top 3 most important things you expect from a repair facility?


If you would like, we can add your name to our in-house mailing list. From time to time, we have specials for our customers only. This information is for our use only.

  • Name and address _________________________________________
  • Email address _____________________________________________

What could we do to improve our business and make your experience better?



Thank you for taking some of your valuable personal time in order to help us understand your needs better. If you have any other input, or if I can be of any assistance to you, please don’t hesitate to ask.



“Your Name”

“Your Shop’s Name”



You and your staff should only give the survey to good clients. You do not need any input from undesirable folks. My next article will cover how to use this information to develop an action plan and ACCELERATE YOUR SUCCESS !!!



Click here to view the article

Share this post

Link to post
Share on other sites

Sign in to follow this  

  • Similar Forum Topics

    • Goodyear exiting the repair business

      It seems that Goodyear corporate stores are changing their business model from Tire and Repair Service centers to strictly tires.   The franchise stores are free to continue their old business model.    Around here, the corporate stores are going to close down on January 27 for 2-3 weeks for a major remodel and possibly? rebranding.   They will sell tires and do alignments, but will not be able to align if they need repair parts.   I've not seen any official statements on this, so I don't really know more than the scuttlebutt. It looks like Hunter will have a great year this year as a result.  I saw a brand new Hunter Revolution tire machine in one of the local stores already. I stand to benefit from this change as we may see some of their repair business.   Since I don't sell tires, I'm not a Goodyear competitor, which allows them to safely refer repair business to us.   Almost everyone else around here sells tires.   We refer quite a few folks to tire-only stores, so Goodyear will now be on my referral list.

      By bantar, in General Automotive Discussion

      • 4 replies
    • Auto Shop Marketing - UNBELIEVABLE ONLY 17 Cents!

      I know it's hard to believe, but this one single simple tactic helps more shop owners gain trust and build solid relationships with customers. Instead of writing it all out and asking you to read it - I made this short video to explain it all! Enjoy! It's simple. You DON'T have to be "techy" and you can start right now! Matthew Lee
      "The Car Count Fixer"
      #carcounthackers P.S. Join the conversation and grow your car count, income and profits!

      By JustTheBest, in New Release

      • 0 replies
    • What the hell did I just do?

      Damn I really did it. After 39 years [this November] I just sold my business. Life is gonna be different.

      By tyrguy, in Exit Strategy, Retirement, Selling Your Repair Shop

      • 12 replies
    • Article: Challenges Of The Auto Repair Business

      As the auto industry moves on into the modern age, repair centers all around the country are experiencing pressure with the tech world and our world colliding. We are all trailing nationwide franchises and dealerships that have endless resources working at their disposal. For most smaller auto repair businesses there isn’t enough time, money, or energy to attempt to constantly and actively secure the new business. We’re mostly worried about attempting to maintain the existing business we have, which has newer cars and increasing demands. Most of our time is now spent adjusting to the learning curve of advanced vehicle systems. However, that’s just a shop problem. The front office of your shop has its own issues to contend with that didn’t exist 15 years ago. Make no mistake about it, our industry is in the middle of a revolution and with 3D printing knocking at the door… the amount of balls to juggle are going to be considerable and it's all just getting started. Today’s auto repair businesses need to worry about the following: Location – Securing a proper location and the authorization to conduct business there over the long term ensures survival. Tools – Without the proper tools, we just can’t work on today’s vehicles. Training – Without the proper training, we put ourselves and our customers at high risk. Employee Engagement – Keeping your employees as interested in your success as you are is critical to the elements that keep people returning and employees from leaving. Employee Advancement – Providing an environment where employees know they can grow with your business, whether financially or moving up within the organization, is the key to keeping and securing talent. Marketing – This is the most complicated element in today’s world. It involves a mix of a strong web presence, good advertising ethics, social media profile, and following up with customers. Advertising – Can be expensive and very confusing. The best method to start is to get your feet wet with small budgets that keep your name in front of your potential customers, constantly. Software – Without good software, it is difficult to run any business. Good software is and always has been subjective. Our experiences indicate that good software saves you time and builds trust with your customers. Most importantly, it should work for you and not against you. This article originally published in CAR's News Section
      View full article

      By CAR_AutoReports, in AutoShopOwner Articles

      • 0 replies
    • Business management training

      Have any of you attended classes or seminars put on by a company called ATI automotive training institute ? Was considering signing up for a 1 day class.

      By Bob K, in Workflow Management

      • 9 replies
  • AutoShopOwner Sponsors