Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
We’re millennials, and we have the world at our fingertips, quite literally. We’re not great at waiting for anything, and if we don’t have to, we won’t. We like to keep our options open, and we’re not afraid to explore new brands, updated styles, and fresh trends; and we’ll always find what works best for us. We love to be involved, and we love to be connected. And just as important is the fact that we really, really appreciate businesses that make us feel like we’re part of the process, like we’ve done our research (because we have!), and like we’re getting the best deal in a marketplace that’s full of pitches and over-the-top offers.
Car shopping is an experience for us, so when we’re ready to buy, we’re on the lookout for a dealership that’s not only got our best interests at heart, but is also able to meet a whole list of criteria we consider pretty important. Millennials make up 27% of new car sales, so we’re definitely in the market, and our demand for vehicles is growing.
There are several opportunities for dealerships when it comes to selling to millennials, and by pinpointing exactly what drives this target market, sales professionals will be better able to provide solutions that meet shopper needs while boosting sales in the process.
So, What Exactly Are Millennials Looking For?
Millennials are interested in experiences, rather than simply buying things. That’s not to say millennials aren’t buying; they are. However, businesses that invest more of their time and make an effort to get to know millennials are more likely to be able to provide a better overall brand experience. When you guide your dealership toward maximizing the consumer experience for a specific demographic—in this instance, millennials—you’ll be better able to create lasting relationships and drive sales. To capture the attention of your millennial market, focus on these tips:
Respond quickly. Millennials are a fast-moving demographic, and waiting simply isn’t a favorite activity. The more quickly you are able to respond to calls, emails, or posts on social media, the more likely it is you’ll gain our attention. We love to do online research, and we’re likely to reach out to several businesses before purchasing, so those who respond in a timely manner with reliable information are, more often than not, the ones who will gain our business.
Give your best offer. Millennials are researchers and comparison shoppers by nature. We like to know we’re getting the best deal available, so if you’re able to top a competitor’s offer or throw in perks, you’re on the way to winning us over. Be sure we know about dealership specials and offers that make you stand out above the crowd, and be sure to keep your online information updated with what’s going on—because that’s likely where we’ll check.
Be available and accessible. We’re technologically adept, and we love our mobile devices—which means we’ll look for your dealership online and on social platforms. If we can’t find you online, on Facebook, Twitter, or otherwise, you’re running the risk we’ll discover your competitors instead. When you empower us to answer our own questions by providing an easily accessible website and great online content, you’re creating a valuable connection with us. And by posting and interacting on social media, you’re be sharing your brand personality, which allows us to feel more connected and secure when purchasing from you.
Show character. We gravitate toward businesses that are unique and original, so when your dealership finds a creative way to stand out and get our attention, it will pay off. Businesses that are authentic, as well as adept at getting to the point in inventive ways will both earn our trust and spark our interest. Show your dealership’s true colors and let us get to know your brand personality. We’ll feel more connected, and we’ll be more willing to form a relationship and purchase from you.
Get to know us. It’s the same for every generation: the little things end up being the BIG things. When you let us know you recognize us and you’re interested in what we’re really looking for, it goes a long way toward earning our trust. Do your best to remember names, learn about our past purchases, and show an interest in why we’re looking to purchase whatever vehicle we’re currently looking at. When we stand out in your eyes, we’ll feel like you’re truly invested in helping us though our buyer journey.
In the end, appealing to millennials isn’t too tough. We may seem like a complex generation, but when you get to know us, you’ll see we appreciate a lot of the same things every consumer wants. We’re on the lookout for authenticity and uniqueness, and we love businesses that empower us to utilize our online skills to enhance our consumer experience. When dealerships partner with us and facilitate the purchasing or lease process, they’ll gain our trust and loyalty!