Who Am I?

Buyer Persona

The needs of a twenty-something single who is looking for their first new car aren’t likely to match the needs of a sixty-something married with grandchildren. So let’s have a look at your buyer persona. This is a profile of what type of person you are, who you are, and what makes you tick.

Ask yourself, what do you care about? Value? Image? Getting the best deal? Preparing to go into a new car purchase like going into battle?

Let’s look at the buyer persona for each of two people that might purchase a new vehicle. We’ll call our first person, Regular Rachel.

young female car shopper photo

Background

  • Rachel is a tech-savvy mom in need of a new family vehicle.
  • Rachel commutes to work daily and knows she needs a reliable vehicle but also wants high-end features to make her drive more comfortable.
  • Rachel has minimal knowledge about vehicles when it comes to “under-the-hood”.
  • Being on-the-go and tech-savvy, Rachel does most of her research when making a large purchase via her mobile device.
  • Rachel is looking for a vehicle that fits her price and lifestyle.

Demographics

  • Age: 27-39
  • Female
  • Household income: $65K – $95K
  • Live in the Suburbs

Goals

  • Rachel wants an affordable vehicle with top-of-the-line features to make her commuting more comfortable.
  • She wants to learn more about cars, their specs, and how to make the right purchase decision.
  • She needs to be able to understand the car salesperson prior to purchase so that she can make an informed decision independently.

Challenges

  • Rachel has little-to-no knowledge about cars and has never purchased a new car.
  • She has a few choices in mind, but doesn’t know how to compare under-the-hood specs.

Real Quotes

  • “I really want to learn about the cars I want to purchase and don’t want to be told which car will work for me. I need to make this choice myself.”
  • “If I’m going to get a new car, I want all the bells and whistles, yet still keep price in mind.”

When you step into the dealership, the sales consultant is going to size you up. They think in terms of buyer persona, and will try to match you with a buyer persona they’ve learned in their training. Their research shows that certain personas match up with certain vehicles.

Let’s look at another buyer persona, Eric, The Car Enthusiast.

young male car shopper photo

Background

  • Eric is a ‘gear-head’ and researches features, specs and prices of cars during his spare time.
  • Eric consumes his content online, via blogs, reviews, Youtube videos and dealership websites.
  • Eric has a great understanding of what he likes to find in a vehicle and understands how dealership pricing of a vehicle works.
  • While Eric already owns a vehicle, he’s always looking for his next purchase, right down to a specific vehicle trim.

Demographics

  • 25-30 Years Old
  • Male
  • Household Income: $55K-$70K
  • Lives in an Urban City or Suburb

Goals

  • Understanding the true value of a vehicle.
  • Looking for online resources to study and break-down vehicle price and specs.
  • Looking for his next purchase in the future.
  • Researching vehicles that he recently saw and reviewed online.
  • Knowing if he is getting ripped off by a dealership, or actually getting a deal.
  • Which vehicle trim is actually giving him a value.

Challenges

  • It’s difficult to find an online resource that can break down the price of a new vehicle.
  • Often spends more time looking for resources than reviewing a vehicle.

Real Quotes

  • “During the week, I often read reviews, articles, magazines and watch videos about car reviews.”
  • “I already own a vehicle, but I’m always looking for a deal on my next car.”
  • “It’s difficult to find reliable and updated resources to cross-reference any articles or videos that I watch.”

Read over these personas. What vehicle would you match with Rachel or Eric? How would you describe yourself in terms of background, demographics, goals and challenges? How would you describe how you feel about cars and transportation? How do you rate your knowledge on vehicles in general? Sales consultants get these personas for every vehicle they sell. Be prepared to be matched to a vehicle by how you present yourself at the dealership. A good sales consultant will ask you a number of questions about who you are, what you do, and how you’ll use your vehicle. Be honest, give them the information they need, and they should assist you in matching you to an appropriate vehicle.

On the other hand, some sales consultants will march you over to the vehicle that they can make the most money on, have the best incentives for, or have a surplus of inventory available. Watch out for oddball pitches that don’t align at all with your needs. If you can’t steer them back to what you’re actually interested in, it’s time to find another sales consultant or another dealer.

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