{ "customerPersona": { "name": "Carla the Car Buyer", "demographics": { "ageRange": "30-45", "estimatedIncome": "$50,000", "knowledgeLevel": 8, "gender": "Female" }, "searchReason": { "problemToSolve": "Carla is looking for an SUV with a particular combination of features in her price range.", "solutionDescription": "Our sales consultants are very knowledgeable, have the best network for sourcing cars and assist the buyer with excellent financing options.", "demeanor": "Carla is tired of pushy salespeople who don’t listen.", "typicalQuote": "I hate buying cars because the salespeople are too pushy." }, "goals": { "primaryGoal": "Buy a car quickly.", "secondaryGoals": [ "Have an easy purchasing process.", "Work with salespeople who only show her the type of car she wants." ] }, "decisionProcess": { "factorsConsidered": "Carla is concerned about monthly payment sizes and how much it’ll cost to maintain her car.", "requirementsBeforePurchase": [ "They need to see customer reviews/see past success stories", "They need to feel the price is fair", "They need to consult with someone else (spouse, friend, bank, etc)" ], "commonObjections": "It costs too much, or I need to consult with my spouse before going forward.", "reasonsForNotBuying": "Customers like Carla think our financing won’t work for them so they end up going to a cheaper car dealer. She sacrifices quality but feels the less expensive option is the safer route." }, "message": { "businessMessage": "We access the largest network of cars in the US making so you can get car that’s right for you. And because we’re backed by ACME Autos & Anvils, we have financing options to fit your budget.", "tagline": [ "We make it easy to get what you want.", "We focus on making customers happy, not on making the sale!" ] } } }