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Millennials in High Gear with Sara Fraser – Part 1 [RR 603]


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Sara Fraser is a millennial who has a love for life, travel, and connecting with other humans! She has over 15 years of retail management experience, the last 6 of them as an office manager for a used car sales and service center. To bring her customer service, marketing, and business knowledge to the automotive industry she has recently joined the team at Haas Performance Consulting.

Sara loves helping others grow and succeed and is excited to share her expertise on management and social media, her views on how and why the younger generations think and act, and how to work and manage a business within a multi-generational workforce. When she isn’t working Sara spends her time traveling, attending theatrical productions, music festivals, concerts, advocating for human and animal rights, celebrating life in general and connecting with other people from all over the world. Look for Sara’s previous episodes HERE.

Key Talking Points:

  • What millennials want from repair shopsMillennials aren’t 20 somethings anymore- they range in ’30s with careers
  • Communication- texting, Facebook messaging, and direct messaging
  • Want “Instagram” worthy experience- something while you’re there that makes millennials want to take a picture and share it 
  • Recommendations come from peers via online and social media- millennials love to contribute 
  • FOMO- fear of missing out of an experience   
  • Information overload- repair conversations can become very overwhelming very quickly. Use non-technician terminology to help millennials (and customers in general) understand. Send the repair sheet and invoice in an email for reference later on.
  • Apps for smartphones- fast and takes ‘thinking’ out, reminders, discounts  
  • Let your customer decide what their preferred method of communication is and follow it
  • Millennial employees Safe space- comfortable in and respected, safe from stereotypes, racism and bullying
  • Want to feel like they’re making a difference and contributing instead of being helicoptered by the boss- being directed but also having the freedom to complete tasks/job
  • Want to know what is expected ahead of time- love transparency 
  • Recognition and check-ins- being appreciated 

Resources:

  • Thanks to Sara Fraser for her contribution to the aftermarket’s premier podcast.
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As a member of the NAPA family, AutoCare Center owners can take advantage of the NAPA National Health Program from the NAPA Insurance Center. This “NAPA only” program gives you and your employees access to national “large group” rates on medical insurance with premiums discounted up to 30 percent. These rates are based on the collective purchasing potential of 22,500 NAPA locations including both NAPA AUTO PARTS stores and NAPA AutoCare Centers.

The NAPA Insurance Center can help you with a variety of other insurance benefits too. For more information about The NAPA National Health Benefits program as well as all of the insurance benefits available to your AutoCare Center and your employees, visit the NAPA Benefits Center, at www.napabenefitscenter.com or call the NAPA Benefits Center at 844-627-2123.

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  • Have you checked out Joe's Latest Blog?

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      It always amazes me when I hear about a technician who quits one repair shop to go work at another shop for less money. I know you have heard of this too, and you’ve probably asked yourself, “Can this be true? And Why?” The answer rests within the culture of the company. More specifically, the boss, manager, or a toxic work environment literally pushed the technician out the door.
      While money and benefits tend to attract people to a company, it won’t keep them there. When a technician begins to look over the fence for greener grass, that is usually a sign that something is wrong within the workplace. It also means that his or her heart is probably already gone. If the issue is not resolved, no amount of money will keep that technician for the long term. The heart is always the first to leave. The last thing that leaves is the technician’s toolbox.
      Shop owners: Focus more on employee retention than acquisition. This is not to say that you should not be constantly recruiting. You should. What it does means is that once you hire someone, your job isn’t over, that’s when it begins. Get to know your technicians. Build strong relationships. Have frequent one-on-ones. Engage in meaningful conversation. Find what truly motivates your technicians. You may be surprised that while money is a motivator, it’s usually not the prime motivator.
      One last thing; the cost of technician turnover can be financially devastating. It also affects shop morale. Do all you can to create a workplace where technicians feel they are respected, recognized, and know that their work contributes to the overall success of the company. This will lead to improved morale and team spirit. Remember, when you see a technician’s toolbox rolling out of the bay on its way to another shop, the heart was most likely gone long before that.
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