Meeting the Needs of the "New" Truck Buyer

A dealership’s customer base likely spans several generations. While "traditional" baby boomer customers still represent nearly 20% of commercial truck buyers, many have retired. Their positions are being filled by people from Generation X (born between 1965 and 1980) and even some millennials (born between 1981 and 1996), who together now account for 68% of the market. 

Selling to Different Generations

Different generations have their own characteristics, preferences and expectations, and savvy dealers know it's important to use different sales strategies for each. However, there are still basic sales fundamentals that are important regardless of generation, including actively listening to customers and prospects, personalizing your presentations to the individual, and being adaptable. The key is to pair those fundamentals with generational awareness, without falling into stereotypes. 

Understanding and Reaching Gen X

Gen X currently makes up about 19% of the U.S. population. They're research-oriented, so provide them with as much data and information as possible. With this customer group, avoid the hype, focus on the facts, and be clear and direct in your communication with them. 

While Gen Xers aren't necessarily digital natives, they're digitally connected, and you can use a variety of tactics to communicate with them, including email, social media, text messages and phone calls.

Understanding and Reaching Millennials

Millennials make up close to 22% of the population. This generation is tech-savvy; although older members saw a great deal of technological change over their lifetimes, younger millennials have used technology since childhood.

Members of this generation are highly influenced by their peers and social proof. On your website, post  testimonials or reviews from existing customers about their experience with your dealership. This can include their thoughts on the equipment buying process, but also their after-sale experience with your Parts, Service and Finance departments. While written testimonials are good, see if your customers are willing to provide video testimonials as well. 

Approximately 86% of millennials report using social media platforms, so make sure you have a strong presence there and that it's an integral part of marketing your dealership's capabilities.

Looking to the Future

Given their age range of 45 to 60, members of Gen X are likely already in fleet leadership positions. If they're not the key decision maker, they're likely part of a team that is. Take time to get to know them as individuals so you can tailor your interactions to match both their generational characteristics and unique personalities.

Millennials, who range in age from 29 to 44, are in line to be the next generation of leaders. Make sure they understand your dealership's capabilities now so that when they step into leadership roles, you'll already have an established relationship with them.

Generation Z ranges in age from 13 to 28. Those on the older end of the generation are entering the workforce and will someday be in leadership positions. While you need to focus most of your efforts on understanding the characteristics of and how best to interact with Gen Xers and millennials, spend time becoming acquainted with the characteristics of members of Gen Z as well. 

Gen Zers are digital natives and expect seamless digital experiences. They're also very visual, so begin working on your visual storytelling capabilities. They also value businesses that demonstrate a commitment to social responsibility and environmental causes. Make sure your website and social media posts include information on what you're doing to address issues in the communities where you operate.

Behind Gen Z is Generation Alpha, and while they'll have their own characteristics, you don’t need to be too concerned about them just yet, as they're all under 13.

Remember the Overlap

While generational trends offer helpful insights, they don't necessarily apply to each individual member. Use information about what makes each generation tick as a starting point but remember that it's individuals who make a generation. There’s still unmatched value in knowing your customers personally.