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There is no escaping the love affair with Millennials. Everyone has an opinion on them and how they want to be sold and marketed. Every thought leader is giving their strategy on how to attract them. Every vendor is using Millennials as the reason the newest gadget is a must-buy. With all this attention you’d think that Millennials were the only ones with money.
The chatter about Millennials is they are suspicious of marketing. They rely more on friends than brands, particularly friends they’ve connected with online. They grew up in the information age so they leverage the internet to do research before buying and are purchase savvy. They shop online regularly and expect a seamless online to in-store sales process.
If you think these traits only describe Millennials, you’re wrong. Here are the facts:
The research about Millennials is all true. They tend to be less brand loyal, distrust marketing, trust friends and do their research. The lie is that Millennials are the only ones who these facts apply to and expect a better buying process. The internet age has rewritten the book on buying process expectations for everyone.
Let me break down two scenarios that occurred during the DrivingSales research initiative: 1. A gentleman goes to a dealership ready to pay cash for a car, but walks out when he is required to give his personal information before a test drive. 2. A shopper is frustrated by a dealer’s website lack of information and refuses to visit the lot because of it. What were the ages of each of these individuals? The demographic assumptions would indicate the opposite of reality. The first gentleman with cash in hand was in his 20s, the frustrated online shopper was in his 50s.
All your customers want more control in the buying process. They want the buying process to be responsive to their needs, not a linear one-size-fits-all model. It’s time to wake up from the Millennials lie and adjust to what all customers really want, a more responsive/personalized sales process.