Selling Effectively to Older Shoppers

When sell­ing hybrids and EVs to Gen Xers and Mil­lenials, con­nec­tiv­i­ty and info­tain­ments comes to play. But what about old­er shop­pers. Fore­sight Research inter­viewed 7,851 new vehi­cle buy­ers in the US, find­ing that as a result of the great reces­sion, the share of new vehi­cles being sold to old­er buy­ers has increased steadi­ly over the past four years. Old­er shop­pers tra­di­tion­al­ly engage in few­er shop­ping activ­i­ties and are influ­enced by few­er forms of mar­ket­ing com­mu­ni­ca­tions, mak­ing the deal­er­ship expe­ri­ence even more impor­tant. Buy­ers are more often choos­ing a deal­er­ship based on inventory/selection, no price hag­gling, financ­ing avail­abil­i­ty, quick quote response, and the deal­er web­site.

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