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The first five years in business I gladly worked on anyone’s car. I had to. I was young, just starting out and anything in the bays was better than nothing. For me back then, a customer was a customer. But I soon found out that I was spending way too much time trying to please people that, quite honestly, were too hard to please. These people would argue over the price, want the job done yesterday, never took proper care of their car and would only come to me if I offered them a discount.

 

I began to realize that dealing with my better clientele, the people that came to me, not for a discount, but for a quality repair, are the people that I SHOULD be spending my time with. These are the people that I should be targeting. And you need to do the same.

 

Build a profile of your top customers. The people that truly are a joy to work for; the people that don’t argue about price and appreciate what you have to offer and those that listen to your recommendations. These are the customers that will build a long relationship with you. They come to you not because you advertize a discount, but because they trust you. Create your marketing, your advertising and build your entire business around them and what would please them.

 

Before any marketing or advertising is created, ask yourself, “Who am I targeting?” If it doesn’t target and describe your key profile customer, it’s probably wrong.

 

Trying to be everything to everyone, ends up pleasing no one, including you.

 

 

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