There’s More to Selling to Millennials Than You May Know
Contrary to popular belief, individuals from the Millennial generation are not all alike. We are categorized as anyone born between 1980 and 1995. But I would further separate us into two groups: Early Millennials (born 1980–1987), the first group introduced to social media through technology, and Recessionist Millennials (born 1988–1995), the group most impacted by technology and social media during the Great Recession. How are these two intertwined? Let’s dive a little deeper.
Recessionist Millennials were entering, attending, and leaving college as the Great Recession played out. With the downturn of the economy, job opportunities at this time were few and far between, requiring significant years of experience. Consequently, these younger Millennials tend to be more loyal to their employers and even more financially-conscious than the older Millennials. While older Millennials didn’t have smart phones or social media until around or even after college, Recessionists were in middle school and high school when smart phones became the norm.
What’s more, Recessionists didn’t just have an iPhone; they had the latest iPhone or the fastest piece of technology. These environmental factors have followed Recessionist Millennials into the workplace, and it will follow them into leadership and purchasing roles.
Keep Your Sales Pitch Short and Sweet!
So how do we connect with this group of Recessionist Millennials and how best do we sell to them?
Given what we know about the technological environment Millennials are accustomed to, saying you have the best or cheapest product will no longer do.
Instead, you should focus on educating the Millennial on why your product is the best possible option for them specifically. Talk about their unique problem and how your company will be their solution.
Millennials do their business and life chores on-the-go from smartphones. Their attention is constantly interrupted by various updates, notifications and phone buzzes.
For all Millennials, if you fail to deliver “what’s in it for them” from the very first line, you may never get a second chance to capture their attention again. Good marketing slogans are important, but not in the way they used to be (i.e., to show how great you are). Instead, craft your marketing to immediately convey value and entice the user to slow down and pay attention to what you are going to say.
So, how do you retain their attention and loyalty? Turn your brand into a helpful resource.
No matter what preconceived notion you may have about Millennials, relationships still matter. But relationships and connecting with this group is different than what you may be used to. Let’s define how Millennials tend to communicate:
- Texts and texting apps like WhatsApp/Facebook Messenger
- Email line (subject line is very important)
- Social media (Twitter, Facebook, Linkedin, etc.)
- Phone calls
- In-person interactions
Notice the last two on the list. This is what our industry has been good at for decades! It is still important to the younger generation, but we must change the content of our messages.
Deliver value and get your brand spread by what is called a “second customer.” These are people who may not have purchased your products yet, but fell in love with what you are doing and spread the word on social media.
Selling to Millennials is easier than you think as long as you are capable of tapping into their mindset and accepting the motives behind their decisions. The traditional advertising era that appealed to Baby Boomers and Gen X is coming to an end — today, more effort should be put into your sales funnel to win over the minds of Millennials.
This article was written by Hafeez Hameer who is a national account manager at Dichtomatik and was published in the PTDA 2017 Volume 4 issue of Tranmissions.