Individual customer expectations and tendencies during the vehicle buying process may be greatly influenced by the generation that each customer represents. Much of the difference between Baby Boomers, Gen X, Gen Y, and Gen Z customers can be attributed to the advent and growth of the Internet and social media. Let’s take a closer look at key differences and implications they have for working with the different generations.

Tap the link below to explore key generational differences.

INDIVIDUAL DIFFERENCES

While customers in a given generation tend to share common characteristics, remember that each person is a unique individual with their own expectations and needs. The path to success with each customer is to care for each person, to be a good listener, and to respond accordingly to what they share with you about their expectations. Above all, it’s good to exemplify the Platinum Rule “Treat others the way you want to be treated.”

EMOTIONAL INTELLIGENCE

Emotional Intelligence, also referred to as “EQ”, describes the capacity to read the emotions of others and respond empathetically to them as well as to appropriately express and manage your own emotions. As a Sales Consultant, a high EQ helps you develop rapport, make connections, build relationships and even overcome objections. Research by the Gallup organization reveals that customers who like their Sales Consultant are 12 times more likely to buy. Here are the five dimensions of Emotional Intelligence and how they can fit into your everyday work life to help provide an exceptional customer experience:

• Self-Awareness: Awareness of your own emotions
  (e.g., If you are feeling down or upset, determine why and take steps to overcome the feelings)
• Self-Regulation: Ability to handle negative emotions and pressure
  (e.g., Take a 5-minute break after dealing with a difficult person; avoid being around others who are negative)
• Motivation: Ability to set your own goals and work to achieve them
  (e.g., Break large sales goals into smaller daily goals/e.g., contacts, demo drives, write-ups, etc.; celebrate small successes)
• Empathy: Awareness of others’ feelings/ability to understand their perspective
  (e.g., If a customer seems upset, offer to listen as they share their concerns)
• Relationship Management/Social Skills: Ability to get along with others
  (e.g., When conflict arises, maintain a calm demeanor and focus on resolving the underlying issue)

To build customer brand and loyalty with all generations, it’s important to to take into consideration the five dimensions of Emotional Intelligence. Here are some ways to help you build trust and loyalty with your customers:

• Listen to the customer and demonstrate respect for his/her knowledge and opinions
• Make it easy to do business with you – look for ways to make it simple, quick and efficient
• Be knowledgeable about your products and services as well as competitive brands
• Be transparent about the purchase process, fully explain pricing and trade-in valuation
• Let the customer tell you what they want to learn and accomplish during the contact with you
• Use the customer’s preferred communication channel(s) – e.g., text, phone, email
• Respond quickly to customer concerns and questions
• Know what is being said about you and your dealership in online reviews; address issues quickly
• Be accessible and stay in touch