How Motorcycle Dealerships Can Connect With Younger Buyers

If your motorcycle dealership is like most, then you know the struggle of reaching millennial customers.

The industry has been on a steady generational shift over the last few decades. Motorcycle buyers in 1990 averaged age 32. Today, with over half of the market in the 50+ age group, the average age is 47.

As a whole, millennials aren’t quite as interested in bikes as baby boomers and older generations are. Riders are getting older, they’re purchasing fewer bikes, and their buying patterns are far different from 30 years ago.
Motorcycle handlebars
So, how should dealerships approach this shift? Do millennials really have a general lack of enthusiasm for bikes, or is there something in your messaging and marketing approach that simply needs some fine-tuning to reach this demographic?

Be Proactive

Sales opportunities with younger people are even more crucial to capture and optimize because of the numerous options at their disposal. In our e-commerce world, they’ll just move on to the next site if they have a negative experience.

With that said, it isn’t enough to simply have an online presence. Dealers must also be able to provide value for curious internet users, engage with them effectively, and convert them into customers.
It can be difficult for dealerships to really know how to connect with a younger audience. One proactive step to take is to implement call mapping to give you a better picture of where calls are coming from. Call mapping can also open doors to gathering demographic data, which can translate into useful insight for your dealership.

The more you can relate to your customer, the more likely they’ll be to start a dialogue with you. Not only can this practice help generate new sales leads among millennials, but it can lend you a better understanding of your customers.

Understand Younger Buyers

In order to harness the purchasing power of a younger audience, it is important to understand motivations involved. For many millennials, finding a big, intimidating bike is less important than it might be for older riders. Instead, these younger generations are more interested in finding value and seeking unique experiences.

Some motorcycle manufacturers have even developed new bikes that appeal more specifically to younger buyers, but it ultimately falls to dealerships to complete the sale. This happens by building trust with the customers early on and discovering their top buying priorities.

If you are able to record and listen to your calls, asking callers insightful questions will reveal what they are looking for most in a motorcycle. With this knowledge, you can focus your efforts on fulfilling these needs for that specific customer when they come to your store.

Managing your calls successfully, while keeping in mind what is important to your buyer, provides dealers with the tools to serve their customers on a more intuitive level. Winning the business of millennials starts with delivering superior customer service while catering to their needs better than your competition.

Practice Superior Customer Service

The motorcycle buying process is more than just a transaction; it’s an experience. Each part of the experience is important, but heavy emphasis rests upon customers’ conversations with sales reps. For instance, if you called a dealership and heard a sloppy greeting, mumbling, and indifferent answers, you would probably look for a place that seemed more interested in earning your business, right? But as a sales manager, how can you identify those calls? And how do you fix them? Well, there are a few ways.

The first is more conventional: call recording. By recording your calls, you have the ability to listen to the interactions between employees and prospects, so if they’re providing subpar service, you can identify and correct the specific missteps. The next option if even better. With the right call tracking provider, you can have call evaluation professionals listen to and flag the recordings for you!

One unique way to monitor your reps’ phone calls is by implementing speech-recognition technology through your phone system (we know a guy for that). You can set any words and phrases you want to flag, good or bad, like “great,” “wonderful,” “I don’t know,” “who cares,” or even expletives! Then you can listen to the recordings of the flagged calls and either pat your employee on the back…or call a private meeting.

Millennials are a different customer group than motorcycle buyers of the past. By investing in services to better handle phone conversations, you can get them into your store quicker, and ultimately, back onto the road with their new bike.