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[Podcast] RR 479: Sara Fraser – Important Millennial Buying Habits and Tendencies


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Younger consumers, specifically millennials demand a level of service, convenience and digital finesse from whoever services their vehicles. Millennials have become the largest generation recorded. So it is with a meticulous and careful analysis that we need to understand what do millennial customers want when it comes to vehicle service and repair. We need to adjust!

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 millennial customers want 
    • Good online reviews and owner responses to reviews
    • Updated on social media
    • Availability to make an appointment online
    • Millennials will use their preferred method of communication (email/text/message) and want to be responded to with the same method
    • Appreciate fast responses
    • Subscribers to subscriptions/memberships- future car service membership for oil changes etc
    • They want to have an experience to share with other people
    • Do not want shop talk language, terms and acronyms they don’t know about- instead, use visuals for explanation and use empathy when delivering explanation of costly repairs  
    • Inclusive to all no matter age or gender
    • Millennials love getting mail- always receiving packages, programmed to love physical mail, “junk” is in email
    • Availability for later hours or hours on the weekend 
  • Contact Sara at [email protected]

Resources:

  • Thanks to Sara Fraser for her contribution to the aftermarket’s premier podcast.
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Since 1989 TRACS has been the industry’s leading shop management system. And in the last 30 years it’s gotten better and better. Today NAPA-AutoCare-Logo-Vert-A.gifTRACS Enterprise offers even more of the features AutoCare Center owners want—things like a powerful interactive scheduling calendar, faster and streamlined work flow, plus streamlined parts ordering and purchasing options. And there’s more—Punch-out to Mitchell ProDemand, mobile VIN capture, and multi-shop capabilities. That means you can count on TRACS Enterprise to help drive your success today and well into the future.

Learn more about TRACS Enterprise and the hundreds of other benefits the NAPA family has to offer. Talk with your servicing NAPA store or visit www.NAPAAutoCare.com.

Click to go to the Podcast on Remarkable Results Radio

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  • Have you checked out Joe's Latest Blog?

         5 comments
      I recently spoke with a friend of mine who owns a large general repair shop in the Midwest. His father founded the business in 1975. He was telling me that although he’s busy, he’s also very frustrated. When I probed him more about his frustrations, he said that it’s hard to find qualified technicians. My friend employs four technicians and is looking to hire two more. I then asked him, “How long does a technician last working for you.” He looked puzzled and replied, “I never really thought about that, but I can tell that except for one tech, most technicians don’t last working for me longer than a few years.”
      Judging from personal experience as a shop owner and from what I know about the auto repair industry, I can tell you that other than a few exceptions, the turnover rate for technicians in our industry is too high. This makes me think, do we have a technician shortage or a retention problem? Have we done the best we can over the decades to provide great pay plans, benefits packages, great work environments, and the right culture to ensure that the techs we have stay with us?
      Finding and hiring qualified automotive technicians is not a new phenomenon. This problem has been around for as long as I can remember. While we do need to attract people to our industry and provide the necessary training and mentorship, we also need to focus on retention. Having a revolving door and needing to hire techs every few years or so costs your company money. Big money! And that revolving door may be a sign of an even bigger issue: poor leadership, and poor employee management skills.
      Here’s one more thing to consider, for the most part, technicians don’t leave one job to start a new career, they leave one shop as a technician to become a technician at another shop. The reasons why they leave can be debated, but there is one fact that we cannot deny, people don’t quit the company they work for, they usually leave because of the boss or manager they work for.
      Put yourselves in the shoes of your employees. Do you have a workplace that communicates, “We appreciate you and want you to stay!”
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