Focusing On Older Drivers
The baby boomer generation is reaching retirement age, and alert detailers can benefit by adjusting their detail services and their marketing strategies toward these older drivers. With the nation's drivers getting older, you're likely to see increasing numbers of senior citizens demanding detail services.
Another element for detailers is this segment's need for a mobile service. The older driver probably will be willing to pay a "premium" for a detail service that would come to their place of residence. Some shops are finding that it is helpful to have a Shuttle Service for their customers.
As this older population as a whole matures, they will be focusing on physical limitations that you can make less a problem by making your detail service more available to them through a mobile service, or by pick-up and cleaning.
Detail businesses who focus on the needs of the boomer generation's have an opportunity to attract more business, especially if your services are properly promoted to these target customers.
This market is huge. There are 23 million American drivers over the age 65, that is 11 percent of the motorist population ½ and by 2020 that number is expected to double, rising to more than 40 million.
The detail industry has to pay attention to aging drivers, many of whom are not only older, but somewhat disabled. Consider that one out of five Americans, about 56 million; suffer from some type of physical challenge. The fact is that as people get older, they will eventually become disabled in one way or another.
Dollars in Your Pockets
To put the money from this market in your pocket will require some adjustments for detailers. You must have great customer relations skills, including patience and open communication, which are critical when dealing with older drivers.
A detail business needs to be aware that, from a service point of view, you have to start acknowledging that these people will ask more questions, they will have more doubt and more mistrust. You can't become impatient or take this questioning as a reflection on your integrity, it just comes with the territory. When dealing with older people, accept it, if you want their business.
Any good business person will take this into account. You have to be attentive to their things, because the money is there. These people are highly educated and generally have or had high incomes.
They won't put up with what seniors of the past did. The baby boomers came through the Mustang and SUV generation, and they have dollars in their pockets.
For a detail business, the potential can provide considerable opportunity. There is also an increasing market, that is those who are "senior- seniors" - over age 80. A lot of "senior-seniors" are still driving, and it is their sons and daughters who are in the age 65 generation.
