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

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 sfraser0815@gmail.com

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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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.

About the author, Carm Capriotto, AAP

Carm is the founder and host of the Remarkable Results Radio Podcast and the pioneer of automotive aftermarket podcasts. Carm calls on his years of experience in the aftermarket to bring engaging stories from his guests.

Listen to raw, unfiltered, honest, and sincere stories that include insights, trends, best practices, and expertise. Each interview brings an opportunity to learn one new thing through the stories of personal achievement. Many podcast guests tell their story of transformation from working in their business to working on it.

As host of over 1,000 episodes, Carm uses his enthusiasm and passion for the aftermarket especially the service sector to take his listeners on a journey showcasing successful service professionals’ paths to Remarkable Results. He also enjoys interviews with aftermarket industry thought leaders who bring their industry perspectives to his listener.

Follow the podcast on your favorite podcast listening app and always listen to learn just one thing!