Understanding Your Client Base

Who is your client ?  Can you create a profile of the people who make your business successful ?  Often companies spend a lot of time striving to obtain business from people who just don't contribute much to the bottom line.  These contacts cost precious resources of time and money.  So, it's important to identify just who does help your efforts thrive, and who provide an economic incentive to your employees with their patronage.  Here are some thoughts to look at:

Financial What does your client provide as income to the business ?  In Auto Shop Writer, you can see the number of visits, average amount spent per visit, and total spending.  The client who comes regularly and purchases a complete service package is actually contributing the most.  You absolutely want to retain their business.  The high ticket item may seem attractive, but if it is only a one time visit, you have to replace that client with another.  The person always looking for discounts and comparative shopping wastes a lot of time, and doesn't leave enough margin to enhance your service offerings.

Attitude:  Is your client high maintenance ?  Sometimes this type of person can suck the profits right out of any transaction, and sour the climate of your reception area.  You want to seek those who appreciate your service, and will care enough to recommend you to others.

Demographics:  Do your clients have stability in the community, or will they be constantly mobile.  Long term clients are the most profitable while the mobile community needs to be constantly replaced with new clients.  The second group is the most expensive.  Also, consider the age plus social needs of your clients.  Are you staffed to handle them appropriately ?

Waiters:  Some people like to wait while the service is being performed.  Is your reception area comfortable and inviting.  For those who are technology savvy, do you provide wifi ?  For the older generation, is your seating comfortable   Is the waiting area protected from the loud noise of the repair area ?  If you offer TV, is it tuned to a channel that will not irritate your customers ?

Location:  Are you in an area that customers will consider accessible and safe ?  Can they walk to other businesses while waiting for a service to be performed ( ie. restaurant, coffee shop, retail stores ).  Will they benefit from a free courtesy ride to work or home ?

You need to understand your clients and what helps them while you are servicing their vehicle.  Then when you do engage in marketing, you want to address how you provide for them while you work on their vehicle.