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Post-NADA: Part 2

By: Kristen C., Marketing Coordinator

As we move into Q2, we want to provide you with some additional insight into the NADA conference that our team attended last month. It’s expected that there will be different buying trends amongst generations and it’s important to target them in the best way. In this month’s blog we will go into more detail on those specific trends. We will also hit on company culture and the best way to connect with new and current employees as well as utilizing google posts to connect with your customers and bring more awareness to your dealership.

It’s important to recognize the different buying trends between generations. Millennials think of a car like an appliance, in other words, they don’t see a need to buy something new when there is nothing wrong with their current vehicle. They also don’t see a need to buy something new if they are not able to pay for it in full. It’s much easier to reach and appeal to generation Z as they are much more likely to finance a new vehicle than a millennial is.

When building a team, it is essential that you have a great company culture. Your dealership’s culture should reflect a challenge yet be rewarding and collaborative. Consider the 3 Cs of hiring; character, chemistry and competency. When interviewing someone, it is important to consider their character; what kind of person are they? Not just professionally, but personally. You can make a lasting impression on someone by asking a few simple questions like “how was your weekend?” It is good to show your employees or potential employees that you care so they will want to work for you and work hard. You can also learn a lot about someone by simply finding out what is important to them and what helps them excel in a work environment. Consider chemistry next. During the interview process you should ask yourself, is this potential employee going to work well with the rest of the team? Are they going to play a supportive role in the overall success of the company? This is extremely important and can prevent wasted time. And finally, the potential employee must be competent. They must have the education, experience and skills to get the job done. Of course experience can be gained and skills can be learned, but they must be willing to learn. We believe this links back to their character and what kind of person they are. While training and growing your department team, don’t allow employees to feel as if they are training their replacement, but instead let them know they are playing a major role in growing the bench and growing into a new role. This is why it is important to hire new employees who are able to work well with and learn from others. Pairing employees with opposing strengths can be extremely beneficial and improve your team tremendously.

Google posts on your Google Business Profile (GBP) are a vital component and are one of the best ways to communicate with your customers. These are posts similar to what you see on social media that are meant to highlight upcoming events, sales, specials, etc. Google posts can really boost your search engine optimization (SEO) ranking as well. According to case studies by Moz, customers will view GBPs and almost always click on google posts bringing more awareness to your dealership.

If you are looking to learn more about buying trends of different generations, improving your company culture, adding google posts to your GBP or have any further marketing questions for your dealership, please reach out to our team!

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Jonathan Thompson, Lead Guru | CEO email:

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