SHOPSMART AUTOS – CUSTOMER INFORMATION – AUGUST 29, 2020
SHOPSMART AUTOS – CUSTOMER INFORMATION – AUGUST 29, 2020 Tips for Selling to the Millennial Car Buyer (Pt.2) Here are a few tips to sell cars (or any product) to Millennials. 1. Mobile is a Must Sixty-five percent of Millennials use a smartphone to research prior to visiting a dealership. Eighty percent of Millennials use their mobile device for at least one task related to car shopping. Millennials leverage mobile in the car buying process for getting pricing, finding classified listings, locating a dealer, looking up specs, and reading reviews. On-demand info gathering and mobility throughout the sales cycle is a Millennial expectation. Millennials grew up in a response-rich, mobile environment and now expect prompt responses and mobile friendly communications at every crossroad. Any touch point with a Millennial customer must be considered through the lens of mobile. 2. Highlight the High-TechEighty-nine percent of U.S. Millennials said they would spend more money on improved software in a vehicle. Touch screen interfaces (73 percent), Smartphone applications (72 percent), and in-dash technology (59 percent) are among the car features Millennials listed as most desirable. Millennials are interested in vehicles that are extensions of their digital lifestyles. But are they willing to pay for the high-tech features? Yes. On average, Millennials are willing to spend $1,206 more on car technology over other generations. Highlight how the high-tech features can seamlessly integrate with the Millennials’ connected life. 3. Put Effort into Effortless If a website takes longer than three seconds to load, 40 percent of visitors will head elsewhere. Fifty-five percent of Millennials visited additional dealerships as a direct result of researching vehicles or dealerships on their mobile devices, compared to 48% of shoppers 35 and older.
Millennials have extremely low tolerance for friction-filled processes. This is a generation that can summon a ride, groceries, or a movie at the swipe of a finger. A non-mobile friendly website, searching for a sales associate, filling out paper forms, and waiting for a test-drive are all friction points that will cause them to take their business elsewhere. Millennials are aware and equipped to find a better offer or experience and won’t think twice to walk away. It’s imperative to make the car buying process–from pricing to service–as seamless and effortless as possible. Millennial buying expectations are different from previous generations. Adjust yesterday’s processes to adapt to tomorrow’s buyer. 4. Don’t Sell, Build Trust
Two hundred and forty-seven percent is how much more likely Millennials are to be influenced by blogs or social networking sites. Eighty-five percent of Millennials use the Internet for vehicle shopping. Millennials are more likely than any other generation to be influenced by online content than the dealer or sales associate. In order to attract new buyers, sellers must deliver valuable content online where Millennial consumers are searching. Topics could include: do’s and don’ts when researching for a new car, top sites to use when searching for a new car, and/or pros and cons of buying new or used. Ensure your content is plentiful and as digitally native as they are so that Millennials can easily beat a digital path to your front door. Delivering informative and high-value content geared towards Millennial interests and not just their virtual wallet will build trust with Millennials.
5. Promote the Proof
Eighty-four percent of Millennials say user-generated content has at least some influence on what they buy. Seventy-three percent of Millennials say it’s important to read others’ opinions before purchasing. Millennials are massively persuaded by their peers. They lean into their robust social networks and savvy search skills to crowdsource their consumer decisions. Social proof is the concept of looking towards other people like us to help make decisions. Customer testimonies, media mentions, and case studies are examples of social proof that can ease the worried mind of a Millennial who is faced with unlimited options. Ask current Millennial customers to create proof-packed testimonials. Seventy percent of Millennials feel a responsibility to share feedback with companies after a good or bad experience. Consider capturing video testimonies of customers. Make It A Champion Day!
Tags: 2019 Subaru Forester Touring, 2020 BMW iX3, 2020 Chevrolet Suburban, 2020 dodge charger, 2020 Kia Optima, 2020 Kia Soul, 2020 Lincoln Aviator
Trackback from your site.
