SELLING TO MILLENIALS
I recently read this article about selling to millennials and wanted to share some of what I took away. (Original article by Shane Dale)
Deliver on Promises
When selling, do everything you say you’re going to do, or your relationship with millennials will be over before it really begins.Building trust is critical because these millennials have been marketed to since they were babies. They know more tricks than Madison Avenue does. The best way to build trust is to be honest, straightforward and follow through on what you tell them.
Sure, millennials like to use technology like text messaging and social media in order to stay in touch. In-person communication is absolutely best, no matter what you read about millennials’ interest in conducting relationships through social media, texting, whatever. They don’t start relationships and build them that way. Even if in-person isn’t possible, face-to-face is still an option. (ie: Skype or Facetime) You very much have to put a face and a personality to the name. You have to have something that proves you’re interested in them, that you have a unique attribute they find valuable.
Provide Something For Free
Offering something at no cost to millennial decision-makers – even something intangible – will go a long way toward building trust.
Don’t Waste Their Time
Millennials have grown up in an age of speed and convenience. Sales reps must get straight to the point. In the past, more time was spent hemming and hawing – ordering three samples to compare and requesting three price quotes before making a decision. In the current climate, there isn’t time for that “nonsense”. The mantra is: Get in, get it done, and move on to the next project.
Millennials expect prompt responses to queries – and their definition of prompt is different compared to that of other generations. They expect you to check your phone or email every 15 minutes at least, and if they send you a message, you better respond quickly. It used to be two days, and then it was one day, and then it was a couple hours.
Millennials are an extremely socially conscious generation and expect companies to give back. They look to brands who care about giving to people in need. Sharing the love is another strategy that has proven successful with this generation. Environmental causes are a big hit with millennials. Millennials have changed the face of corporate America because every corporation now has a cause. So make sure that you have a cause.