How To Sell More Cars To Millennials Like Me
I would be considered a millennial, or a Gen Y consumer. After all, I’m twenty-eight, a new mom,born in 1984, just about to have my ten year high school reunion and often think to myself-“If I wasn’t in the auto business, if I didn’t do this for a living, what would motivate me to purchase a car?”
What’s the first thing that comes to mind? My iPhone. I have it with me at all times as if it were my second child. I keep a charger in my car, a charger in my office and two chargers at home. The millennia generation uses their smartphone device for everything, especially buying a car. In a recent study, the 18-34 age group was calculated to be the highest demographic to visit automotive websites. Keeping this statistic in mind and coupling with other statistics that reveal Gen Y’s extraordinarily high smartphone usage, reveals the importance for dealers to make their websites as mobile friendly as possible with Gen Y friendly options like chat, text and video.
Thanks to mobile chat and text options, shoppers can communicate with me and my dealership via mobile-based chat or text. Both myself and my younger customers like this because it’s instant. I find that texts are read almost instantly and replied to regardless of how busy someone may be. That’s not necessarily true of email or voicemail. In terms of emails, most, including myself, tend to skim through. Although some emails from dealerships stand out, most don’t and they tend to all look the same. My smart phone is more than merely a means of checking email and responding to calls, it’s a tool for chatting and texting in real-time with buyers.
In addition to chat and text, I find that video greetings are also a powerful tool because they help to personalize the car buying process. A personal video from a manager or a sales rep stands out from the other template emails and helps my team come to life. I rely heavily on video in my sales process, and find that it is my biggest ‘trick’ when it comes to maintaining a high customer return rate.
With enough reputation building and quality posting about a person, an article, an experience, or a trend, I am able to create buzz about both myself and Sunset Honda. While the dealership website is important, I find that my customers appreciate sharing their experiences with me on social sites as well.
So in short, what makes a Gen Y, millennial consumer like me buy something? I believe the answer is smartphone-friendly communication tools, a willingness to get personal, accessibility and a strong online presence. But is that enough? Of course not! You’ve got to create a fantastic experience - so good that they buyers want to talk about it.
Elise Kephart is a sales and marketing phenomenon in the automobile business and is nationally recognized as "The YouTube Diva". Since 2007 Elise has sold thousands of vehicles to local and out of the area clients. Her personable and persuasive sales and marketing videos are personalized for every customer creating a strong bond and trust. Elise has presented at seminars nationwide, including several of Jim Ziegler’s Internet Battle Plans as well as the spring 2012 Digital Dealer conference in Orlando, where she has consistently 'wowed' the audience by teaching how to create and edit quick and effective videos and deliver them to customers within minutes. Elise has visited several dealerships across the country teaching her unique technique in the auto industry and has been praised by the likes of Jim Ziegler, Grant Cardone as well as Dealer Marketing Magazine. Elise is currently an Internet Manager at Sunset Honda in San Luis Obispo, California. Her amazing videos can be seen at youtube.com/sunsethonda and she can be reached at firstname.lastname@example.org