If your auto repair shop doesn’t have a target market, it’s going to be tough to keep sales going up every year.
If you’re unfamiliar with the term target market, it’s a group of customers that generally share similar traits.
It’s your job to identify this group of customers and concentrate on marketing your repair services to them. By doing this, you’ll be better able to reach customers with advertisements and other marketing information about your shop.
The toughest part is identifying your target market. That’s because it takes a lot of time and research.
To help you get started, here are some tips to identifying your target market. Following the five tips below will help you identify your target market, so you can consistently increase sales.
Step 1: Pay Attention To Your Customers
Take some time to talk with your customers. Learn about their interests. Pay attention and see if there are any similarities in the backgrounds of your customers.
Once you find out this type of information, you’ll be better able to identify your target market. Be sure to write things down so you can remember the important information.
Step 2: Find Out What Drives Them To Your Repair Shop
When examining your customers, take some time to see what is driving them to your auto repair shop. Often times it will be one of four things:
- Your repair service is convenient.
- Your repair service easily solves their problems.
- Your repair service is reasonably priced.
- Your repair service is better than the competition.
Figuring out the driving factors can help you zero in on your target market.
Step 3: Analyze Your Services
Take a deep look at what customers are buying. Are they buying oil changes? Are they buying brake repairs?
Really take some time to look over your sales reports and see what services customers are buying. Also is there a service that you don’t offer that customers are consistently asking about?
Analyzing your repair services will help you find your target market.
Step 4: Check Out the Competition
Check out the competition. See what types of specials and services they offer to their customers. By checking out the competition, you’ll get a better idea of your target market.
Look at advertisements. Also talk to your current customer base. It’s quite possible your customers use the competition for other repair services. Find out why they visit the competition.
Step 5: Focus In On Demographics
By now you should start to see patterns appearing. Does a certain type of car owner visit your shop? Do they live in a certain location? Are they a certain age group?
Figuring out the demographics will help you to identify your target market. From there, you can begin to research the best ways to reach them.
Cornering Your Target Market
Once you’ve identified your target market, you’ll want to take additional steps to ensure they’re the right group of customers.
Take some time to ask yourself the following questions
- Is my target market big enough?
- Will they purchase my repair services?
- Can they afford to purchase my shop’s repair services?
If the answer is NO to any of these questions, you may want to reconsider your target market.
Following these tips will help you corner your target market and beat the competition. Remember to take your time doing research. That is the most important step.