Client Profile Exercise

METHODOLOGY

– The exercise defines five types of clients and for each client a number of areas of interest: Design, benefits, safety…

– Each group will define for each client profile, which are the three main areas of interest with regard to the description of each client

– Once these areas have been defined, we will assume a realistic situation at a dealer: the presentation of a car to a client.

– This presentation will begin with the exterior elements of the car: body, design, wheels,…From these elements, we have chosen three for the first three customers: “Power train and tires”, “cooling air inlet” and “brake system”. For the fourth and fifth profile, each group will select three characteristics which are most important with regard to the list of exterior elements of the car.

– The participants will discuss these elements for each client profile, basing their argumentation on the main areas of interest of each of the previously established interests.

– Finally, the participants will answer the following question: According to each profile, these clients wish to buy a Porsche 911 Carrera MY´05 (997), but is it possible, according to his interests, to arouse the client’s interest for the model MY´04 (996)? Why?

– Group discussion

– Solution

Client Profile Exercise

Let’s assume that we have welcomed the client and have been able to determine his needs and establish the client profile, as well as his primary areas of interest.

We will prepare to show him the car, the phase during which the argumentation on the characteristics of the same will begin, pointing out the benefits to each client in a personalized way.

We will focus on the exterior:

– Possible characteristics which we will find when showing the exterior of the car to the client:

• Programmed deformation structure

• Safety cell

• General exterior design

• Adjustments of different parts of the body

• Front design

• Cooling air inlets

• Tires / rims

• Glass surface

• Front optics

• Bumpers

• Electric sunroof

• Exhaust pipes

• Exterior dimensions of the car

• Distance between axes

• Wheel pitch

• Rear fender

From these, we have selected the following 3:

• Tires / rims

• Cooling air inlets

• Front optics

Which are the main areas of interest for each client profile?

Client Profile Exercises

PROFILE 1 

– Arturo García del Nido. Married without children. 38 years old. He and his wife have come to see the car. He is the director of a multinational company. He has already reached a professional position. He is well dressed and is a fan of Formula 1 and everything in connection with motorsports. He is looking for a car which can make him feel as close as possible to F-1. He presently owns a BMW Serie 5 and has an engine with large cylinder capacity; he says that he very often changes his car. They spend their leisure time traveling, they therefore use their car quite often on the road. He has already been looking at the Porsche website to get an approximate idea of the car he is looking for and which would correspond to this financial situation.

– Which are his three main areas of interest?

• DESIGN

• SAFETY

• PRICE

• BENEFITS

• IMAGE / PRESTIGE

• HABITABILITY

• QUALITY

• COMFORT

Client Profile Exercise

PROFILE 2 

– Jose Luis Pérez Castellón. 45 years old. Married for the second time, has two children aged 12 and 15. He is a plastic surgeon in a prestigious hospital located 40 km outside of the city. His dress style is casual and he is wearing a large gold watch. He plays tennis every Sunday in a social club. He very much dislikes the fact that his present cars do not offer the benefits he expected; he owns a Nissan 350-Z and an Audi A-8. He has already been a Porsche client, more precisely he used to own a 993. His highest priority in life is to become the best surgeon in the country. He is aware of the fact that in his business it is important to relate to a favorable environment and he lets us know this fact.

– Which are the three main areas of interest?

• DESIGN

• SAFETY

• PRICE

• BENEFITS

• IMAGE / PRESTIGE

• HABITABILITY

• QUALITY

• COMFORT

Client Profile Exercise

PROFILE 3 – Félix Reina Gómez. Divorced, 55 years old, two children aged 18 and 16.

He is a former functionary and has retired early for health reasons. He usually meets with his former university colleagues among which there is one or the other former minister. He has a serious back injury which bothers him during long travels and which was caused during an accident. He spends his time fishing, photographing and painting. He drives about 15.000 km per year. He currently owns a MB 420 S and on weekends he uses a BMW 325 i Coupe of the year ‘99. Apart from the Porsche, he is considering the option of buying a Maserati GT or a Jaguar XK.

– Which are his three main areas of interest?

• DESIGN

• SAFETY

• PRICE

• BENEFITS

• IMAGE / PRESTIGE

• HABITABILITY

• QUALITY

• COMFORT

Client Profile Exercise

PROFILE 4 

– Eva Ruiz del Castillo. She has visited the show on two prior occasions, once with her husband, a very famous athlete at a highly professional level. She is 29 years old and is accompanied by her son, who is 3 years old. She is wearing a striking dress suit. In her leisure time she plays golf and paddle. She has returned to the dealer to see a car because she has decided to change her old Z3. She has decided on a sports car, but she is not very familiar with the motorsports world. She wants to pay an adequate price according to her needs and taste.

– Which are her three main areas of interest?

• DESIGN

• SAFETY

• PRICE

• BENEFITS

• IMAGE / PRESTIGE

• HABITABILITY

• QUALITY

• COMFORT

Client Profile Exercise

PROFILE 5

– Marcos Lorenzo Márquez. 50 years old, married with 3 children aged between 21 and 30. The youngest son has not yet moved out of the paternal home. He is an actor and his latest movies have been among the the greatest box office successes in the past years. He owns a Mercedes SLK and is looking for a car that corresponds to his new work status. He is always wearing sunglasses and is wearing a suit and tie by a famous designer. He constantly travels and has many friends that are actors or politicians. He likes speed and strong feelings. He practices paragliding and is getting a pilot licence. He is interested in the Porsche 911 because a friend of his owns a 911 MY ´04 and has told him how wonderful it is.

– Which are his three main areas of interest?

• DESIGN

• SAFETY

• PRICE

• BENEFITS

• IMAGE / PRESTIGE

• HABITABILITY

• QUALITY

• COMFORT

Client Profile Exercise

POWER TRAIN AND TIRES / RIMS:

COOLING AIR INLETS:

BRAKE SYSTEM:

PROFILE 1

DESIGN

SAFETY

PRICE

BENEFITS

IMAGE / PRESTIGE

HABITABILITY

QUALITY

COMFORT

•Now that the three main areas of interest of each client profile have been determined, your task is now to argue these elements in a personalized manner with regard to these areas of interest.

Client Profile Exercise

POWER TRAIN AND TIRES / RIMS:

COOLING AIR INLETS:

BRAKE SYSTEM:

PROFILE 2

DESIGN

SAFETY

PRICE

BENEFITS

IMAGE / PRESTIGE

HABITABILITY

QUALITY

COMFORT

Client Profile Exercise

POWER TRAIN AND TIRES / RIMS:

COOLING AIR INLETS:

BRAKE SYSTEM:

PROFILE 3

DESIGN

SAFETY

PRICE

BENEFITS

IMAGE / PRESTIGE

HABITABILITY

QUALITY

COMFORT

Client Profile Exercise

Select three characteristics of the exterior of the car and argue them according to the areas of interest of profile 4

1-.............................................:

2-.............................................:

3-...............................................:

PROFILE 4

DESIGN

SAFETY

PRICE

BENEFITS

IMAGE / PRESTIGE

HABITABILITY

QUALITY

COMFORT

Client Profile Exercise

Select three characteristics of the exterior of the car and argue them according to the areas of interest of profile 5

1-.............................................:

2-.............................................:

3-...............................................:

PROFILE 5

DESIGN

SAFETY

PRICE

BENEFITS

IMAGE / PRESTIGE

HABITABILITY

QUALITY

COMFORT