SELLING TO MILLENNIALSARE YOU USING THE RIGHT APPROACH?

mil·len·nialmiˈlenēəl/: Individuals born between 1980 and the mid-90s; Generation Y.You’ve been in sales for a long time, with tried-and-true methods of closing deals. But will those techniques work on millennial clients?Millennials possess shift in business expectations from those born before 1980. Now many are making important purchasing decisions on behalf of their companies, and you may be losing opportunities by using dated selling tactics. It’s no secret that the best salespeople will tailor their approach from client to client.

Luckily, connecting with millennials is way easier than it’s made out to be.

Do your homework (You can bet they’ve done theirs).What do millennials value in a business relationship? Take a look at the next 5 value factors and see where your sales pitch could use some tweaking.

1: No gimmicks.None. Even if they’re buying, millennials don’t like to be “sold.” Gimmicks and over-inflation of your product’s benefits are a big turn-off for a millennial buyer. TIP: Don’t pitch – have a conversation. This is your opportunity to discover their company’s individual pain points, and illustrate how yours can be a resource.

2: Peer-reviews.Hearing you (an expert on your product and company) talk about your offerings shows that you know your stuff, but means little in the way of swaying a millennial client to buy from you.TIP: Speak to some of your old satisfied clients and ask if it would be okay to share their contact information with new potentials. A peer’s opinion on your service is far more valuable to a Gen. Y customer, so let him or her hear it straight from the source.

3: Customization.Is your product or service customizable? If not, you may want to consider incorporating some flexibility to appeal to the millennial crowd. TIP: Customization offers a feeling of “more bang for your buck.” It’s great if your service can cover 3/5 of their pain points, but if they can get all 5 covered by one of your competitors, you might lose them. Consider customizable service packages, and price accordingly.

4: Ethical, trustworthy organizations.Remember when we said that millennials do their research? Think about your company’s history – has any legal trouble, lawsuits, or bad press been circulated? If so, you can guarantee that your millennial client has heard about it. TIP: If the customer asks you about it, don’t lie. Don’t sugar-coat or gloss it over. Be honest – acknowledge what happened and that your business is doing everything it can to move past it. Reassure them that it will not affect your negotiations.

5: Availability of information.Whether you reach out first or the client does, the first thing they will do is gather as much information about you and your company as possible. For that, millennials turn to the Internet.TIP: Make sure your company’s website is up to date. The first thing a millennial client will do is a Google search, and your site will be the first thing they see. Ensure that it’s up to date and features important information for a new client: your mission statement, products and service offerings, contact information, FAQ.

Create a dialogue when working with clients from Gen. Y. Give them an opportunity to share their needs and concerns, and exercise active listening. It could lead to a lasting professional relationship!