No one has been more affected by the advent of the Internet than car dealers. In the past, every customer had to rely on a local dealership for their car buying needs and the sales representative was the main (if not the only) source of information as to the price, quality and features of a vehicle.
Fast forward to 2016 and the landscape is completely different. Today, car buyers are empowered with a ton of knowledge. Almost all have done extensive research about available vehicles in their price range and customers are likely to know a lot about both the vehicle they are interested in and your dealership before they set foot on your lot. Furthermore, they can travel to any dealership to buy the right car for their needs via the Net.
With this flexibility, dealerships need to ensure they understand their buyer. Who are they selling to and how do they reach that person? Dealerships must know the background and needs of their potential clients. To do this, today’s dealership must develop structured “buyer personas.”
The five simple questions below will help you understand any buyer’s persona.
Let’s use them to create the persona of a graduate student who wants to buy a car.
What is the ideal buyer’s demographics?
For this example, we will use a male graduate student who is 25 years old, married, with no children. He is not employed and is currently only focusing on his studies. He has been using student loans to pay his university fees and part of his costs of living. His wife, also 25, works full-time as a receptionist so that he can complete his education. Her income is $26,000 annually. They have one pet, a Great Dane.
Why does he need a new car?
The graduate student has been driving the same car his parents gave him in high school and it has recently needed expensive repairs. His wife wants to start a family as soon as he graduates in the spring and the current car is not safe for children and it is too small for both a baby seat and their dog.
What is his background?
The graduate student works hard on his studies. He has not been very frugal and has more student loan debt than the average student as his loans are used to cover both living expenses and tuition.
What are his goals after graduation?
He wants to graduate and get a job that pays well so he can support his family. He needs to buy a new car but he wants something classier than he can afford.
What could be a challenge to purchasing a new car?
He has not yet established any credit and his credit score is low due to having more debt than income. He will need a co-signer or may need his wife to buy the car in her name. Another challenge may be to find a car with a hatchback so the Great Dane can be secured away from a new baby.
Now that you’ve built a buyer persona, you can build a content marketing campaign around his obstacles to purchasing a new car. Providing solutions to these challenges and posting them in blogs, YouTube advertisements, and social media will assist you in selling to this type of customer.
After completing one buyer persona, follow these steps for every potential buyer. The more details you can use to show each buyer persona, the easier it will be to create custom content to solve relevant obstacles to purchasing your cars. That content builds trust through solving difficult problems for the buyer. Once you gain a buyer’s trust, he is more likely to buy the next new car from you.