This week I presented to a group of sales people in the financial sector on how to layer on a generational perspective to the sales process.\u00a0 We discussed ways in which sales people could and should adjust their selling techniques to attract and engage all four generations of customers and clients.\u00a0 The audience, which was heavily Baby Boomer and Gen X voiced some concern around the energy, time and effort required to find Gen Y clients and if it was worth their effort.<\/p>\n
In any business, you need to build a pipeline of potential customers. While your current client base is the best place to look for expanding business opportunities and gaining referrals, new client acquisition is always important.\u00a0 In traditional type businesses where selling takes place face to face, over many months, by building a trusting and personal relationship the idea that a client can be gained by having a Facebook page seems unlikely.<\/p>\n
However, the need to engage different types of customers in different types ways is a business imperative now.\u00a0 It\u2019s not that younger clients won\u2019t want to form relationships or won\u2019t be loyal, but how they demonstrate those things will be different than previous generations. If you take a one size fits all approach to client acquisition, you may be missing opportunities to engage a younger client base.<\/p>\n
The feedback from some experienced sales people is that there are several obstacles to gaining younger clients.\u00a0 They include:<\/p>\n
For some, the effort doesn\u2019t justify the outcomes\u2026yet.\u00a0 It may be the case that servicing your existing client base, in the same way you always have, is good enough.\u00a0 But will that be sustainable?\u00a0 Will you be able to build a client pipeline that way?\u00a0 What will be the outcomes if you don\u2019t plant the seeds now for you to harvest later?<\/p>\n
Not adjusting \/ modifying \/ enhancing your sales process is risky when we know that Gen Ys are becoming a more influential and powerful customer base every year.\u00a0 They expect that organizations will:<\/p>\n
What will be the outcome if you don\u2019t have Gen Y clients in the future?\u00a0 Will you be playing catch-up to building a reputation that will attract new clients?<\/p>\n
Yes, there may be time, energy and resources required to invest in building relationships today that translate into long-term clients in the future. You will inevitably win some and lose some.\u00a0 Nothing is a guarantee in sales, but not adapting to your client needs is the quickest way to become obsolete. Evaluate who your profitable clients are now and who you expect them to be in the future. Consider how their needs are similar and different and what you will need to start, stop and continue doing.<\/p>\n
Gen Ys are fantastic viral marketers.\u00a0 If they think you are a great service provider or you sell an amazing product they will gladly share their positive thoughts with their pack \u2013 which can include hundreds of people.\u00a0 Your brand\u2019s reputation can be impacted, positively or negatively, with just a few clicks, Tweets or posts.\u00a0 Be aware of how your future clients will perceive you and invest now to be in a place where decision makers and influencers will go in the future.<\/p>\n","protected":false},"excerpt":{"rendered":"
This week I presented to a group of sales people in the financial sector on how to layer on a generational perspective to the sales process.\u00a0 We discussed ways in which sales people could and should adjust their selling techniques … Continue reading