Why Gen Z Isn’t Buying your Pitch (Literally)

In Previous blogs I mention how todays buyers, Gen Z, come onto the lot with more research than ever. Less patient and less willing to believe what you say, the traditional sales tactics we use are having to change with this generation. Dealerships that pressure or give vague pitches are more likely to loose those customers. Dealerships that demonstrate clarity, honesty and can have a conversation that feels real is a dealership that will last. While some dealerships hit the spot, there are a lot of dealerships that miss it. If they really want to learn about Gen Z and earn their business, lets start with rethinking how they communicate with a generation that demands more from the buying experience.

If sales people want to start building their business with Gen Z, they need to stop selling and start listening. They don’t want to hear recited lines from selling cars in 2005, if thats your tactic, you’ve completely lost them. Lets keep it simple, they want it to be transparent, have multiple options and someone who can talk about what they are interested it. in order to do the last part though, we have to listen to this generation that comes onto the lot with their price knowledge, understanding of specs and the deep reviews of the cars. They know their cars, and they aren’t going to be fed fluff. With staff that can communicate clearly on both in-person experiences and those that take place online, like quick responses or honest answers, these buyers will feel trusted and that will go a long way for any dealership.

When dealerships fail to adjust their approach, they risk more than just losing a single sale. They’re risking long-term damage to their reputation. Gen Z customers are vocal, connected and anything but afraid to share experiences, especially bad ones online. A single poor interaction can spread like wildfire across all platforms, resulting in damages to your company. According to a 2023 report from McKinsey, Gen Z places a high value on authenticity, transparency and digital responsiveness. They expect brands to meet them there. In today’s market, poor communication isn’t just a mistake, it’s a business risk.

So how can we limit these risks? Firstly dealerships need to start by training sales staff to prioritize listening over pitching. Encourage staff to ask better questions to truly understand the customers needs. Being upfront about price and inventory, no one wants to sit around for a car they won’t be able to buy. Secondly, invest in quality digital communication tools, allowing customers to chat online with sales reps on the floor, giving quick responses and clear messaging not just through chat but throughout your website. Many companies have already adapted to appeal to this generation, dealerships can come with the same approach will not only gain Gen Z trust, they build a foundation for customers that want to come back.