20 Questions For Creating An Auto Repair Shop Marketing Buyer Persona.
Work Role
1) What is your job role? Your title? (Stay-at-home-parent counts!)
2) How far do you commute each day, and to what location?
3) What does a typical day look like? In the office, at home or on the road? Retail or factory or behind a desk?
4) What skills are required to do your job? Do you work on a computer, with people or with your hands?
5) Is your job flexible to carry out daily errands and personal calls?
6) Do you answer personal email and text messages during the day?
Company
7) What type of company do you work for?
8) What is the size of your company (employees)?
Goals
9) What is your goal for your vehicle(s)? Do you keep cars until they reach a certain mileage or age?
10) Do you own any vehicles currently under factory warranty?
Challenges
11) What are your biggest challenges in your daily routine?
Gathering Spots
12) How do you learn about new information for your job?
13) What publications, radio stations or blogs do you use?
14) What associations and social networks do you belong to?
Personal Background
15) Describe your personal demographics (if appropriate, ask their age, whether they're married, if they have children).
16) Describe your educational background. What level of education did you complete, and what did you study?
17) Describe your career path. How did you end up where you are today?
Customer Shopping Preferences
18) How do you prefer to shop: Online, Wholesale(Costco/BJ’s), Whole Foods/Trader Joe’s? Do you enjoy “Big Box” stores and retail chains or shop and eat at small, local, spots?
19) Do you use the internet to research products and services? If yes, how do you search for information? (Yelp, Angie’s List, Google, Bing, Consumer Reports)
20) Describe a recent purchase. Why did you consider the purchase, what was the evaluation process, and how did you decide to purchase that product or service?
The process of creating Auto Repair Shop Buyer Personas is not centered around car repair. Customers are not focused on car repair on a daily basis. Thinking outside of our daily routine of automobile repair and service, and stepping into the customer’s day, allows us to create a persona identity.
The #1 Question To Ask Yourself And Your Customers: Why?
Follow every question with “why” and dive deeper into understanding your ideal buyer personas. “Why” lets people reflect on their own behaviors, and brings out vital information-- thoughts and opinions the customer may not have realized they had!
Free Template: The Auto Repair Shop Marketing Customer Persona
