Knowing who you want to target as a desired customer base is a vital aspect in making your shop as successful as possible. Kim Auernheimer, owner of CS Automotive in Brentwood, Tenn., learned this firsthand as she shifted her customer base from value-focused customers, to more affluent customers who were willing to pay more for quality service. 

In this month’s Innovate podcast, Auernheimer goes over the keys to narrowing down and capturing the customer base that will be most beneficial to your business. This involved completely rebranding her shop, increasing labor rates, and taking a deep dive into her community's demographics.