In the sales process, you quickly find yourself dealing with around six to ten decision-makers and a Decision Making Unit (DMU) that increasingly consists of millennials. That makes decision-making in B2B quite complex.
At the same time, the sales relationship is becoming even more personal, and a decision-maker wants to know in advance who they are doing business with and what you stand for as a company. But as a sales manager, do you know exactly who you are dealing with and where the focus should lie, especially when it comes to millennials?
'Although the social component is very important for millennials, their business contact is often online'
Digitally up to date
In the Netherlands, Generation Y, currently between 26 and 41 years old, consists of more than 3 million (working) people. They grew up with technology, are completely up-to-date digitally, and are extremely skilled at finding information.
In this regard, a clear shift from text to images can be seen in communication among this generation.
Think, for example, of YouTube, infographics, and the use of emojis. Furthermore, millennials are increasingly seeking connection with friends, family, and peers.
Although that social component is very important, their business contacts mostly take place online. Calling isn't really their thing, and being cold-called certainly isn't.
Their preference is for chat, mobile apps, and online contact via LinkedIn. My advice: ensure that you are easily findable and visible to them with an active profile.
'Tune your sales approach to the positive impact of your company on the world, that is extremely valuable'
Idealistic
Unlike previous generations, millennials are often more socially conscious. They are idealistic, and this is how they choose companies and their products. They are not only concerned with profit, but also with the social aspect and the planet.
It is therefore valuable to align your sales approach with the positive impact of your company on the world. Research also shows that four out of five millennials prefer suppliers with a compelling business strategy and a unique voice (Forrester*).
It also appears that this generation is only satisfied with credible digital content, especially when it comes to success stories. Content that can be easily shared via videos or testimonials on LinkedIn, for example.
And once you have (digital) contact, keep it informal and simple. Great tips for striking a chord!
Download our trend report
Now that the DMU increasingly consists of millennials, it is wise for the sales team to anticipate this. Is your team already future-proof and effectively implementing a digital sales approach such as social selling? At Kenneth Smit, we would be happy to assist you with that.
For example, with our trend report Sales of the Future. Go through the handy checklist and see if your team is ready for the sales of tomorrow!
Impression and the customer as the starting point
Successful sales begin with a deep understanding of your customer. Not just what they want to buy, but why they want to buy it. What problem do they solve?
What ambition drives them? By asking those questions, you shift from product-oriented to solution-oriented selling. And that is exactly what customers are waiting for: an advisor who thinks along with them, not someone who prints.
Therefore, invest time in your preparation. Research your client's industry, read their annual report, and review their website and social media.
The better prepared you are, the more relevant your questions and the stronger your position in the conversation. Customers notice the difference between a salesperson who has done their homework and someone making cold calls with a standard pitch.
Do you want to get started with this in a concrete way? At Kenneth Smit, we offer practice-oriented training Expert in Sales Basics that you can apply directly in your daily work.