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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.
  • Link to the ‘BOOKS‘ page highlighting all books discussed in the podcast library HERE. Leaders are readers.
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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.

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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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      Click to go to the Podcast on Remarkable Results Radio


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