In Part I of this blog series, we explored the case for change, highlighting how generational diversity impacts a seller’s ability to connect with buyers from generations different than their own. This blog investigates how recent market and demographic shifts, such as the internet and generational differences amongst buyers, have created new dynamics in today's B2B buying process.
What specifically are Baby Boomers, Gen X-ers, and Millennial buyers looking for and how does a seller adjust?
As Millennials start climbing the ranks, decision-making authority is shifting toward the workforce’s youngest generation. In the meantime, Generation X-ers take personal risks to establish a foothold in middle and upper management, while Baby Boomers cling to a management style marked by bureaucratic decision making. This changing of the guard is to be expected, but understanding generational nuances of buyers will be critical to ensure that the influences of age do not leave sellers at a disadvantage.
In our recent blog post, Why Leaders Are Failing At Managing Their Generationally Diverse Sales Teams, we explored how generational differences influence what attracts a seller to a new job versus what drives them away from a current one. In this post, we begin exploring generational differences amongst buyers and particularly, what happens when sellers sell across generations.
Have you ever heard an experienced sales manager complain about the “young sellers” on their team who demand inordinate attention and TLC, lack accountability, and quickly jump ship to a new and exciting roles elsewhere?
The topic of Millennials and their prevalence in the work place is not uncommon and while many seasoned professionals complain about their insurgence, I rarely hear of helpful tips or useful recommendations of how to successfully manage these “odd creatures”.
At a recent workshop I engaged in a conversation involving three parties, each from a different generation. Representing Generation X, I approached a Baby Boomer Sales Manager and a Millennial Seller discussing the ideal amount of activities required to fill out a “robust” pipeline. It quickly became clear that the Manager did not feel that the Seller was getting in front of enough prospects.
In consulting, we have the pleasure of working with clients across a variety of industries who share interesting stories. Every once in a while you hear a story that makes you stop and think about the traditional ways we try and advance a sale. Here is one of those such stories…
There are an estimated 82 million Millennials and some are just a few short years away from entering into executive management. What makes them different? What are they looking for in a buying process?
Prepare yourself to start selling to them now.
“Hi, I am a 30-something sales professional with 10+ years of experience, and I am selling to a 60-something VP who has spent more years at this company than I’ve been alive. Most of my customers love me… what is the deal with this guy?”
