If you watch car advertisements closely, you might think Gen Z and Millennials are the only ones buying cars today. But, dealerships are missing out if they place their sole focus on those two generations. Why? Baby Boomers have all the desired traits that dealerships actively seek in customers. They are the largest in number (80 million in the U.S. alone), they have the most income, and many are actively seeking a new automobile - but not just any vehicle. They have reached the point where they can finally purchase the car they’ve always dreamed about.
But, selling to boomers is entirely different than selling to younger generations. Unlike Millennials, Boomers prefer face-to-face interactions with a sales person when purchasing big ticket items.
Below are some simple tips to keep in mind when interacting with Baby Boomers:
- Boomers don’t rely on social media like their younger counterparts. So, don’t be afraid to go back to using direct mail marketing. Make sure the message is clear and includes a strong incentive to act now. Also give them a reason to physically come into the dealership.
- Establish a personal relationship. Know their birthdays, keep a file on their likes and dislikes and don’t be afraid to pick up the phone and call them periodically.
- Be a good listener. Boomers have been purchasing vehicles for a long time and they know what they want and what they like. Ask questions that get their imagination going. “What is the ideal image of your perfect vehicle?” or “Do you want a vehicle that comes with all the new bells and whistles?”
- Boomers can remain loyal customers even after the sale. Make regular phone calls about service check-ups or offer premium services throughout the year. By doing so, there is a good chance they will continue to use your dealership as a point for all their service needs.
Boomers are loyal customers if you take the time to cultivate a relationship with them. Let NuVinAir play a role in getting them to keep coming back to your dealership.
New to NuVinAir?
In today’s automotive world, there is a product line that is truly disrupting the industry. That product is called NuVinAir.
NuVinAir is a patented technology that cleans vehicle's air in minutes and gives drivers and their passengers that fresh, healthy feeling you just can't get anywhere else.
Contact a franchise owner in your region to learn more about NuVinAir and experience first-hand a new kind of clean. For more about NuVinAir, visit nuvinair.com or call 1844-9-VinAir (984-6247). To read more about NuVinAir, visit nuvinair.com/blog.