In the ever-evolving landscape of auto dealerships, diversity isn’t limited to the range of cars in stores; it extends to the workforce as well, encompassing a wide variety of backgrounds and generations. From Baby Boomers to Gen Z, each generation brings its unique flair to the showroom floor. Does multi-generation workforce in dealerships play a role in forming a unified team and catering to a diverse range of customers? Let’s take a closer look, and you be the one to say!
Workforce generational breakdown
Source: Purdue via John Hopkins
From Boomers to Zoomers: The varied talents each generation adds to the mix
• Baby Boomers (Born 1946–1964): Esteemed for their reliability and rich professional experience, Boomers excel in roles that leverage their interpersonal skills and industry knowledge. Their dedication to quality and customer service sets a high standard, inspiring trust and loyalty from both colleagues and clients.
• Gen X (Born 1965–1980): Known for their strong analytical skills and independence, Gen Xers are adept at bridging traditional and digital work methods. In addition. they value stability and work-life balance and are proficient at problem-solving, making them invaluable in navigating complex challenges and driving operational efficiency.
• Millennials (Born 1981–1996): Millennials value flexibility, growth, and purpose in their work, extending beyond digital expertise to embody adaptability, teamwork, and a strong ethical compass. Furthermore, they champion collaborative environments and sustainable practices, driving positive change and innovation across all facets of the dealership.
• Gen Z (Born 1997–2012): Eager for instant feedback and skilled in the latest digital trends, Gen Z emphasizes authenticity and engagement. They bring a forward-thinking mindset focused on innovation and ready to reshape the customer experience with fresh perspectives.
The power of age diversity
Diverse perspectives: Every generation sees their job roles through a different lens, enriching the dealership with various insights. This blend of experience and fresh ideas pushes teams to innovate and tackle challenges with a well-rounded approach. For example, Millennials grew up during a time of rapid technological change, economic fluctuation, and global events such as the 2008 financial crisis. These experiences have made Millennials adaptable to change and have taught them to navigate change more fluidly and to communicate effectively under stress or in rapidly changing environments.
Learning and mentoring opportunities: A multi-generation workforce in dealerships — rich in age diversity offers possibilities for growth. Experienced professionals such as Boomers and Gen Xers can mentor newcomers on the importance of building networks and strong connections that are beneficial for repeat sales. At the same time, younger employees share the latest trends and technologies, creating a continuous learning cycle. In addition, Gen Z acknowledges the value of mentors as they need guidance, and a dealership providing it in the form of a mentorship program could increase the retention of top talent.
Connections and well-being: A multigenerational team mirrors a community where connections cross age boundaries, enhancing job satisfaction and fostering a supportive work environment. For example, Gen Z’s understanding of modern wellness practices and resources can lead the way in adopting new stress management and well-being enhancement strategies, benefiting teams across all generations.
Navigating challenges of a multi-generation workforce in dealerships
Negative Stereotypes: In a dealership, stereotypes can hamper the seamless flow of ideas and sales strategies. Cutting through these preconceptions with open minds and valuing what each generation brings can lead to a more united and productive team ready to meet the diverse needs of our customers.
Communication issues: Effective communication is the cornerstone of any successful team. Recognizing and adapting to the preferred styles of different age groups bridges gaps and enriches our interactions, making for a more cohesive and innovative team environment. For example, Gen X responds well to straightforward communication and values autonomy — avoid micromanaging them for optimal engagement.
Varying work styles: Embracing each generation’s work style allows us to transform potential conflicts into collaborative strengths. This flexibility leads to a more dynamic and adaptable work environment with practical approaches to problem-solving and attaining common goals. For example, Baby Boomers and Gen Xers are known for their rugged individualism and hardcore work ethic, and Millennials and Gen Z value flexibility and wellness.
Tips for harnessing the power of diversity
Kick off your sales meetings with a motivational touch—share a brief, inspiring anecdote or a quick video (5-10 mins) tailored to engage your team’s diverse attention spans. Follow up with a swift questionnaire to capture the thoughts and motivations of your team, reinforcing their ‘why’ and focusing their attention. Furthermore, this practice boosts morale and sharpens customer interaction skills. Remember, while technology enhances our capabilities, nothing beats the impact of genuine, in-person communication in the dealership environment.
Additional Exploration: For those looking to improve focus and foster deeper thinking in our distraction-filled world, check out the book “Stolen Attention: Why You Can’t Pay Attention and How to Think Deeply Again.” This book offers insights into reclaiming our ability to concentrate and think critically, an essential skill set for thriving in today’s fast-paced auto industry.
What matters to shoppers of different age segments
Turning our attention from the dealership team to the showroom floor, let’s explore the broad spectrum of multigenerational customers stepping through our doors. Notably, delving into their unique purchasing habits and what drives their decisions offers valuable guidance for tailoring our sales tactics, marketing messages, and overall customer experience.
Key buying factors:
• Price and Features: Price emerges as the top consideration for vehicle purchasers, with 22% of respondents prioritizing it over other factors. Reliability follows closely at 18%, with safety considerations at 16%, underscoring cost and dependability as critical in the buying process.
• Vehicle Type: Preferences vary significantly with age; 82% of U.S. auto shoppers lean towards gas-powered vehicles, particularly older demographics. However, when it comes to size, 56% are eyeing larger cars like SUVs and trucks. Meanwhile, the likelihood of considering an electric vehicle purchase spikes by over 67% among those open to buying within three months. Although older consumers (55-64 years old) show 30% less interest in electric vehicles than the average.
• Purchase Timeline: The timeframe for making a purchase also varies, with 55-64-year-olds 27% more likely than others to delay buying a new vehicle for at least a year. Contrastingly, the 35-44 age group demonstrates the highest immediate intent, with a significant number planning a purchase within the next three months.
• Advertising and Response to Ads: Younger buyers (18-34 years old) significantly acknowledge the influence of advertising on their purchasing decisions at a rate of 59%. This influence diminishes with age, dropping to 33% among those aged 50-64 and further to 30% among those over 65. Notably, a substantial segment of the 55+ demographic has withdrawn from purchasing products or services they feel are misrepresented or ignored by advertising, highlighting the importance of inclusive marketing strategies.
Data and Study Source.
Leveraging the strengths of multi-generation workforce in dealerships
By leveraging the varied experiences and skills of a multigenerational team, dealerships can match customers with employees who best understand their buying behaviors and preferences. It can be through traditional, in-person service or digital communication channels. This strategic alignment ensures efficient problem-solving and a more personalized buying experience, directly improving sales conversions.
Such a workforce can adeptly navigate between tech-savvy buyers looking for the latest features, and those prioritizing human connection and reliability, directly impacting profitability through increased sales and repeat business.
Cultivate a high-performing and multi-generation workforce in dealerships
• Refine Your Hiring Process: While your employees have many of the same attributes, they also have individual needs, perspectives, and preferences. Adopting behavioral analysis in your hiring and team structuring would let you uncover individuals’ unique motivations and work styles. Moreover, this approach aids in making strategic decisions, ensuring the right fit for each role, and enhancing team performance.
• Adapt to Varied Communication Styles: Recognizing and bridging generational differences in communication can make information more universally accessible and improve workplace harmony. Tools like behavioral assessments can offer deep insights into individual communication and collaboration preferences. It enables you to effectively tailor your dealership’s communication strategy more apt for a multi-generation workforce in dealerships.
• Connect with Your Success Partner: For over three decades, PRO has been at the forefront of the auto industry, enhancing dealership profitability through data-driven hiring, strategic training, and adaptive strategies. Let us guide you through the complexities of managing your most valuable assets—your human capital. Reach out to us today to explore how we can address your specific needs.