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Survey: Lack of Tech Has Millennials Avoiding Dealership Jobs

October 25, 2017

SAN FRANCISCO — Being a car dealer (59%) ranked behind being a politician (64%) or a tax collector (62%) as occupations millennials prefer to avoid, according to a new survey. But the news wasn’t all bad for the car business, as results, published this week by Roadster, also showed that 59% of millennials surveyed would change their tune about dealerships if they utilized more modern technology in the sale process.

Conducted in mid-October by research firm Survata on behalf of the ecommerce solution provider, the survey included online responses from 1,006 millennials on job satisfaction, the industries that most excite them, and which occupations they’d like to avoid.

“In order to attract the right talent, dealers need to pay attention to what millennials want, and that’s access to technology,” said Roadster CEO Andy Moss. “Our dealer partners have told us first hand that integrating technology like iPads into the sales process has not only infused a new level of excitement into their sales force but has also helped them retain talent. In an industry known for its exceptionally high turnover, it is time that we truly cater to digital natives and improve the car-buying and selling experience.

Roadster’s survey also found that almost two-thirds of millennials are currently employed, with almost half (49%) actively looking for a new job. And, when thinking about their ideal job, more than 90% said having access to technology was important. In fact, when asked to model a car dealership after another retailer, millennials listed Amazon (37%), Apple (23%), and Starbucks (11%) as their Top 3.

The survey also pointed to other elements about the car dealership experience millennials would like to see changed, including less high-pressured sales (61%), more salary, less commission-based compensation (57%), a more predictable work schedule (30%), and more transparency (26%).

Results of the survey also revealed interesting insights about how millennials view the job market. For instance, the industries that most excite millennials include technology and healthcare at 29%, following by business services/media at 26%, hospitality at 22%, and accounting/finance at 19%.

As for the Top 3 occupations they’d like to avoid, millennials said they would favor becoming a dentist (50%), a stockbroker (55%), a lawyer (59%), and a teacher (60%) over becoming a politician, tax collector, or a car dealer.

Additionally, less than 2% of women think they’ll find their ideal job in the automotive industry, while 67% said they would take a job in the car business if dealerships got rid of their high-pressure sales tactics. As for men, only 8% of men think they will find their ideal job within the automotive industry, and 595 of males polled said they would reconsider accepting a job at a dealership if it offered more salary and less commission-based compensation.

See Also “New-Age Sales

Comments

  1. 1. Freddy Londono [ October 26, 2017 @ 10:14AM ]

    Everyone back up...The "old car dogs" are on their way to tell us how that confounded, new-age, hi-tech "computer stuff" is going to ruin the business. C'mon old guys! Adapt or die already! This is the future!

  2. 2. Joe Gardner [ October 26, 2017 @ 11:47AM ]

    1. Most people shop from home and come through a BDC appointment or show up on a specific car for a specific price they saw online. Not sure where the high pressure comes in the consumer is in control
    2. Don't understand when I read these disruptor articles where they come from when they state that car salesman try to switch people to more expensive cars? It's not like suggesting the most expensive bottle of wine on the menu and getting tipped on total revenue. Usually there's more gross in the cheaper cars not the late model car that's more a commodity
    3. I want to be sold. Most people want to be sold. Treat me well, ask me what I want to accomplish and she me the value and solution. You do this for a living not me

  3. 3. Joe Gardner [ October 26, 2017 @ 11:47AM ]

    1. Most people shop from home and come through a BDC appointment or show up on a specific car for a specific price they saw online. Not sure where the high pressure comes in the consumer is in control
    2. Don't understand when I read these disruptor articles where they come from when they state that car salesman try to switch people to more expensive cars? It's not like suggesting the most expensive bottle of wine on the menu and getting tipped on total revenue. Usually there's more gross in the cheaper cars not the late model car that's more a commodity
    3. I want to be sold. Most people want to be sold. Treat me well, ask me what I want to accomplish and she me the value and solution. You do this for a living not me

  4. 4. Joe Gardner [ October 26, 2017 @ 11:48AM ]

    4. An overwhelming amount of people aren't ready to buy a car online. I'm not talking about changing a process or not stepping up with consistent progressive business model to cater to the 2 %. The majority waste time chasing another $20/month on a$40k car. Chase that ad they know is dishonest and not transparent. They push the data aside and walk out because they want $3000 more for the trade even though they agree it's not worth it and they have the transparent cash offer in hand. The same people who make $20,000/month qualify for supplier pricing running around with kids playing sports etc. but spend hours in the dealership because 1+2 doesn't equal 3.
    4. We have had the technology to sell cars online for years. We have vendor overload. We ship certified cars all over the country all the time. We have been doing it better than Carmax and carvana for years. However, perception is reality and most people no matter how educated can't seem to make an educated responsible decision on their own anymore
    5. I agree with the salary thing. Salesman have been extinct for a while now, along with anybody with work ethic, pride and loyalty. It's everywhere not just the car business. Oh and let's not forget the factory surveys that they hold over the heads and income of these salespeople. Rate us 1-10 on this process that involves a large purchase, trading a peice of the family, taxes and titling, and personal finances....but get an 8 and the salesperson is a zero! Poof there goes his money and pride up goes the animosity.
    6. I blame the manufacturers. They are the ones holding back the industry. How can one car have 10 different rebates??? Then they clip the dealers money and push as much of their recall laden product on them as much as they can and hedge their exposure through the franchise filter.

  5. 5. Kelly Kleinman [ October 31, 2017 @ 03:26PM ]

    Is there really anything earth shaking here? Few if any people want to be a car salesman. You work weekends, it's cut throat, and it's not respected. Attracting educated, REAL talent isn't what dealers should even be concerned with because talent doesn't migrate to a car sales job. Migrants, folks who need a gig, people who never completed school, and the needle in the haystack car guy or gal who eat live and breathe cars are what makes up your sales force. Millennials are ideally suited for online sales since they're transfixed to their devices but good luck finding a sales champion that lasts more than 6-8 months.

 

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