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Millennial Buyers Compare Car Buying Experience with Going to the Dentist

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I found this article in Dealer Magazine (a trade publication for New Car Dealers), and thought is was interesting....



Millennial Buyers Compare Car Buying Experience with Going to the Dentist


Dealers have to be ready to deal with every kind of buyer that is going to walk into their dealership. These include the buyer that doesn't have a clue what they want, to the buyer who knows everything. One buying group dealers need to keep track of is the Millennial buyers. These buyers are the tech-savvy generation of consumers that have grown up with the internet and are very comfortable with technology. Microsoft recently conducted a study of more than 1,100 Millennial (those aged 18-29) buyers and found this generation is disappointed with the technology capabilities of their dealers and potential vehicles.


The research was conducted to get a feeling for how the Millennial generation feels about the technology features and options offered in cars and how they use technology to research potential cars for purchase.

Here are some results of the study:


• Two-thirds (67 percent) of Millennials believe buying a car is one of the most intimidating purchases a person can make, and more than half (56 percent) classify negotiations with a salesperson as more painful than going to the dentist.

• Eighty-four percent of Millennials agree that having convenient Internet access in the dealership during the car buying experience would make the process seem more transparent and fair.

• More than a quarter (27 percent) say the technology they would most associate with cars today is a 1980s desktop computer or a typewriter, indicating that there is plenty of room for improved in-car technology in auto maker's future lines


The survey was conducted between April 6 and April 12, 2010 by Wakefield Research. About 1,100 people were surveyed via the internet.


Interesting to say the least. I have my doubts about the tech side of things. I would say the tech side of the electronics are far more than an 80's PC. These techie generation people also are the type to read something on the net and take it as gospel. That makes me believe that some of this story is hyped up for purposes of research and not actual general public interests.


The part about buying a car is like going to the dentist... well, I could see that. If you look at it from the stand point of the consumer who is dealing with a salesperson who is out to sell you a car (or selling any other product) is only there to encourage you to buy. They may steer you to a vehicle that better fullfills your needs but in the long run... it's SELL, SELL, SELL.


I'd like to see a dealer have a veteran tech sell the car... now lets see what happens.


Here's a good example... The new "HEMI" dodge... it's fast, it's roomy, it's cool looking... it's got all the bells a whistles and it might be the car that you just gotta have. Oh but, did the salesman bother to tell you that the tuneup is costly, and that it doesn't neccessarly have platnium plugs... and on some models the tuneup is only good for 30k miles... I'll bet they ddn't tell the consumer that little fact.


So what sells the car... in my book it's the bells and whistles and the styling... along with a good sales staff.


Internet techies or not.... it's still the car that the consumer wants... that is until the truth of the designs come out during the maintenance and repair part of the purchase.


It would be different if the new owner had to sit down and was required to understand and follow the requirements involved in keeping their new ride in perfect shape. I find more and more people only want to start it up and drive... and don't even think that maintenance is something they shoud be concerned about.


But, as I've said before.... repairing and maintaining cars is counterproductive to the manufacuturers ability to sell cars.


It's something to think about.

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  • Have you checked out Joe's Latest Blog?

      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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So it has this like tremendous pain in your shoulder. And I've seen Kimberly,, give birth. I've seen her do all kinds of stuff in 25 plus years that we've been together. And I've never heard her. Yell in pain or anything like that. And oh, maybe that's what had happened. I'd gone and got you something to eat. And then I went and got me something to eat. And when I was coming back, I heard you hollering down the hallway I had. Kimberly Cotton (00:17:30) - Yeah, you hadn't probably been gone 20, 30 minutes maybe. And the pain all of a sudden hit me so hard. Kimberly Cotton (00:17:38) - So I pushed the nurses button and took them, you know, longer than I wanted to them for them to respond. But they finally responded and they said, can we help you? And I said, I need something for the pain. My I'm absolutely excruciating right now. And they said, what on the scale of what to what I'm like, I am above a ten. I mean, this is awful., and so it took them a little bit and then he could hear me moaning and groaning down the hallway, and I think he sprinted to the room after he could hear me., but it just hurts so bad., and it's the strangest thing I don't get it., but it wasn't just one shoulder. It was across my back, right at my clavicle. And it just so hurt, so bad until the pain medication finally kicked in., initially, I had only wanted to stay one night in the hospital, but everybody was like, just see how you feel. See how you're doing. Kimberly Cotton (00:18:41) - Well, the next day, the doctor,, comes. Another one comes in and takes me over, and he looks at me and he's like, yeah, you're spending another night. He could tell the pain on my face. And it wasn't constant, but it was just enough for him to say, yeah, we're going to up the dosage of your pain medication. And you're saying I'm like, okay, so but after they up the dosage, it was much better and much more manageable. Chris Cotton (00:19:07) - So, so out of all the things that they didn't tell us, this was kind of like the big moment or less and not right then. But,, so they wanted me to get her up and have her walking like at 8 p.m. that night. And so that happened. I think we took you for a walk before this happened. Yeah, but but what nobody told us was, was about 30 minutes before you get up to walk, call a nurse, have them give you the pain medication. That way, when you're sore and hurting after the walk, you've already been medicated and you're good to go. Chris Cotton (00:19:44) - So I think I think we walked you that night. I think we walked you a couple times that next day. And then I think the nurse that came in the following night was the one that was like, hey, you guys should be taking pain medication before you walk. And nobody, nobody told us that up until then. And that's,, that's like some Ron White. That's good information to know, right? Like. Yeah. Like,, that would have been handy. That would have been a little handy tidbit for people to tell us., so I, I think... Click to go to the Podcast on Remarkable Results Radio
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