First in the series:
⚙ ⚙ ⚙
Every week I will share the sales techniques, strategy, and approach, I undertook to win my business to business (B2B) clients.
Remember – If you want me to tag you on this weekly post series to read the advice from these stories and experiences, do let me know.
#salestraining #salesadvice #winningnewclients
The sales environment is constantly adapting. As we find ourselves now selling more via digital channels and tools; you need to develop techniques, analyse, and review your sales process and strategy to understand the buying behaviour, communication styles, and personalities of your future clients.
Here are some integral areas to be focused on when selling in the modern sales environment:
Identifying Your Future Clients:
Before contacting a prospect – take the time initially to develop a sales strategy and process to make your sales activities more efficient and effective.
Identify who your Ideal Client Profile (ICP); the decision maker who is predicted to buy your service or product. These new prospects could be your clients’ clients, the competitors of your clients, etc. The focus here should be to qualify or disqualify a prospect prior to approaching them, social media profiles or sales enablement AI platform tools can assist you with this.
Identify the behaviours of your prospects, e.g., what social media channels they use and how they engage on it. You can identify more about their personality and communication styles by the way and how they are corresponding to their network? The more you find out about your prospects early on within the sales process, the easier they will be to sell too.
Sales Process:
After identifying some key prospects to approach, research and your due diligence are key skills that will help with the next steps for developing a relationship with these prospects/decision makers during the buying process.
There are various channels (especially in a modern environment) for contacting a prospect, e.g., social media (including groups), telephone, text, email, post, video conference, WhatsApp, Slack, website enquiries, networking events, referrals, podcasts, and so on… Adopting automation services can help save time, but is this a personalised approach for your target prospects?
In the sales process – a consistent approach, with several personalised ‘touch points’ i.e., interaction with the prospect/decision makers’ learning and communication styles during the client buying process should be applied.
Decision Makers:
When selling to some companies, there are several decision makers. Each decision maker has a different personality, communication style, and requirements for your service/product.
Are you aware of your decision makers’ interests? What groups they are a part of on LinkedIn/Facebook, etc.? In the modern sales environment, decision makers will experience many pitches from your competition, as well as ‘noise’ from digital channels, i.e., social media, marketing ads, promotions when they look to buy.
Some types of decision makers below:
How to sell more effectively to each type of decision maker?
They are likely to research services/products thoroughly via digital channels, e.g., websites, social media, or referrals before they present a service or product to other decision makers within the business.Have you connected with these decision makers on social media channels? Do you engage with their content? Build rapport with these types of decision makers, they will buy from people they like.
These decision makers would be looking for formal written communication (email, brochure, proposal) with all the facts and figures to be accurate – any error in detail will have an impact on their buying decision.
These decision makers will react to their gut emotion. They would need to be convinced visually (video marketing, Google reviews, LinkedIn recommendations, etc.) during the buying process by you/other decision makers. Likely to be focused on the outcome your service/product offers; these decision makers are logical buyers. An engaging demonstration/case study would be an ideal way to demonstrate a return of investment and close the deal with these decision makers.
Likely to explore buying a service or product with several of your competitors. These decision makers will want to know all the benefits and features, including elements such as the service/product’s life cycle, implementation, ease of use, etc. Video testimonials or client feedback (highlighted on website/in a brochure) are good resources to win these end users to buy from you.
Remember – in the modern sales environment, some decision makers might prefer to communicate via social media ‘private message’, WhatsApp, text, video conference, etc. Advice – Ask the decision how they prefer to communicate with you!
Building Rapport:
Cold calling is becoming a sales activity of the past. The renowned sales term: Know, Like, and Trust (KLT), as well as referrals is more important now for building rapport and long-lasting relationships.
A prospect is likely to engage with you through the buying process if you take the time to listen and care about their values and interests. A strong rapport built can make the negotiation and closing stages easier. People do buy from people!
To build rapport in a modern sales environment – build a connection with your prospect by getting to know them personally. Engage with them on social media. Actively listen to how they communicate with you (their body language, their tone of voice, etc.).
If you identify a connection/interest in common with your prospect, you are more likely to be remembered during the buying process.
Selling Your Service or Product:
Before the advancement of the digital world, the selling activity included approaching prospects in volume, during the buying process a smaller number of prospects would qualify and be converted into clients. Yes, this approach included ‘wins’, but how many hours/costs/resources were required?
In the modern sales environment, various digital channels (social media, automated emails, articles, videos, landing page, etc.) can be utilised for lead generation and your sales funnel. These tools should be personalised and adapted to the emotions and buying behaviours of your target prospects.
For identifying new prospects and qualifying more prospects swiftly and efficiently; your business should focus on their personality, communication style, their needs; how your service or product will make a significant impact on their business in current markets? Social media profiles (such as LinkedIn) can provide insights into some of these areas.
In the modern sales environment, we can utilise a variety of modern touch points to keep in contact with our prospects during the buying and follow up process, i.e., newsletters, video messages, social media.
Using Social Media for Selling:
There are various social media channels: LinkedIn, Facebook, Instagram, Twitter, etc. Social media is for information sharing – what are you an expert in? How will your service of product benefit prospects and your clients? If you are not producing constant social media marketing posts; how will your prospects know who you are and what you are selling?
In one of my surveys, ‘83% of Sales Professionals feel they require support in using social media for building business relationships’ (Correct Careers Coaching, 2019).
If you do not embrace social media, you are missing out on building relationships with future clients, i.e., LinkedIn has registered over 30 million companies. Utilise social media to stay visible, promote your brand, engage with new prospects, etc.
Personalities will thrive when selling in the modern sales environment!
Jamie works with companies globally to enhance the employee’s B2B selling capabilities for generating and converting prospects. Jamie also improves the sales process and strategy to increase your gross sales by winning and retaining clients.
If you would like to have a more detailed discussion and explore selling techniques further, contact Jamie on:
Jamie Martin BSc (Hons), PGCert (Managing Director & Founder)
Correct Careers Coaching – An award-winning Modern Sales Training and Sales Strategy Business.
Jamie@correctcareerscoaching.com and 07599 332178
www.correctcareerscoaching.com
LinkedIn: Correct Careers Coaching
Twitter: @CorrectCareers
The selling environment is like the animal kingdom:
Which animal is your Decision Maker?
*Remember for each your different client’s personalities – you will need to understand their point of view, their pressures, their motivators, their authority, and most importantly how to communicate with them!
The Lion
Known as the king of the jungle. Lions are incredibly sociable animals. Second only to the Siberian Tiger regarding strength and power. Prides generally consist of 80% of females.
Interesting Fact: Young lions practice role-playing which develops their hunting technique. Females observe this behaviour to determine where a lion is more suited to catching and killing the prey or chasing and surrounding it.
Your Client: Starts the buying process
Due to your Lion clients being very sociable, they will understand the reasons for a new purchase (to benefit others) and who requires to be involved. They would be good at delegation or persuading others during the buying process to end with the desired outcome.
Unlikely to be concerned with the facts – just want an efficient result.
Regarding a buying decision: The Lion are the clients to build rapport with, Know, Like, and Trust (KLT) will serve you well when corresponding with Lions during the buying decision process. They understand a need for your service or products but will not be fooled by gimmicks and cliches. Lion’s will; buy from the Lions!
The Shark
Sharks live in most ocean habits around the globe, where some sharks inhabit in freshwater rivers and lakes. There are over 500 species of sharks and none of the species sleep.
Interesting Fact: Sharks are apex predators; their sixth sense can track the electric fields emitted by their prey.
Your Client: Final decision on the purchase or your service/product
Your shark client will react to their gut emotion. They would have needed to be convinced by you/other decision makers during the buying process to proceed. If their ‘buy-in’ was strong, usually a quick decision will follow.
Likely to be focused on the outcome your service/product provides – a demonstration would be an ideal way to close the deal with the decider.
Regarding a buying decision: The Shark will make an urgent and emotional buying decision to proceed with you or not, as there is a need for your service/product – you need to be swift in your prospecting techniques and follow-up to convert a shark. The Sharks are your money maker, do also consider the volume and value of a long-term relationship when proceeding with a shark.
The Cheetah
Known as the fastest land animal. The fastest Cheetah named ‘Sarah’ ran the 100-meter dash in 5.95 seconds with a top speed of 61 mph.
Interesting Fact: between the different subspecies is that their fur colour changes slightly, depending on their surrounding environment.
Your Client: The check writer
Your Cheetah client will not hesitate to write a cheque if the approval has been fed to them by the other decision makers. These clients would have an idea of the business cashflow – it would be a good idea to consult with the Cheetah client at the start of the process – enough money is available to spend for the cost of your service/product.
Analytical and reflective in their approach. They would be looking for all the facts and figures to be accurate – any error in detail will have an impact on their buying decision.
Regarding a buying decision: The Cheetah knows there is a need for your service but will be busy analysing other situations/purchases within the business. Your initial pitch should be persuasive and visual, otherwise, you may end up chasing the cheetah to proceed! The Cheetahs are likely to be your long-lasting clients, once made a logical decision; they are your logical buyers. They will usually say if they are receiving the service/product the offers what was discussed during the buying decision stage.
The Eagle
Eagles are one of the most dominant predators in the sky. An Eagle mother usually lays two eggs. Eagles as chicks are very vulnerable, even a stronger sibling will eliminate the other. With two eggs, there is more chance of the offspring’s survival.
Interesting Fact: A specific species: Harpy Eagles have rear talons (hooked claws) that are the same size as a grizzly bear’s claw – about 3-4 inches long.
Your Client: Convinces others of the need for the service/product
Your Eagle client is focused on their need and how will benefit from the purchase, although they will see the view of the whole company. They will certainly be hunting for comparison with your competitors. A compelling need-based sell is required with your Eagle client.
The influencer is looking for a ‘good deal’. This is where your negotiation skills will be crucial. Through questioning with the Influencer, identify what will persuade them to buy from you – a trial period? A guarantee period? A discount? Or free gift with purchase?
Regarding a buying decision: The Eagle is mostly just browsing at this stage (their timeframe is usually in plenty of time before your service/product is actually needed). Do not be surprised it takes 5 or so times to follow-up with the Eagle if they would like to proceed with you. The Eagle is the most likely to raise objections during the buying process. Usually, there is a 50/50 chance of converting the Eagles.
The Chameleon
A chameleon is part of the Lizard family, where some species will change the colour of their skin as a defence mechanism to avoid predators being aware of them due to blending in with their surroundings.
Interesting Fact: Chameleon’s eyes have 360-degree vision, as well as being able to see up to 32 feet in front of them.
Your Client: The employees who use your service/product
Your Chameleon client understands from all angels how your service/product will provide a return of investment for them/team/department. This client will likely also be the influencer or closely connected with them – where they will work together to achieve their outcomes for a buying decision. You will need to be prepared to persuade two potential decision makers (User and Influencer) and building relationships with both is vital.
Likely to want to know all the benefits and features of your service or product. Testimonials and case studies will be good resources to win the User over.
Regarding a buying decision: The Chameleon does not have an urgent need and may change their buying thoughts many times during the purchase process. Certainly, nurture the Chameleon but do not go in for the hard sale, the Chameleon wants plenty of time to decide on proceeding. The Chameleon’s would be the amber or red on a traffic lights system.
Which animal is your Decision Maker? How should you prepare, approach, and communicate with them?
Jamie works with companies globally to enhance the employee’s B2B selling capabilities for generating and converting prospects. Jamie also improves the sales process and strategy to increase your gross sales by winning and retaining clients.
If you would like to have a more detailed discussion and explore selling techniques further, contact Jamie on:
Jamie Martin BSc (Hons), PGCert (Managing Director & Founder) of Correct Careers Coaching – An award-winning Modern Sales Training and Sales Strategy Business.
Jamie@correctcareerscoaching.com and 07599 332178
www.correctcareerscoaching.com
LinkedIn: Correct Careers Coaching
Twitter: @CorrectCareers
This could sound biased being a Sales Trainer. From my psychometric test results, one of my strengths is being analytical, I will, therefore, write a logical article.
Yes, there are additional costs involved to employ an external Sales Trainer on an ad hoc basis for your business. However, with any training, if your trainee does not apply the skills and techniques learnt – the investment is already lost.
Points to consider:
I might have just convinced you not to hire an external Sales Trainer but do keep reading for the advantages!
Point 1:
Ultimately, this would be different from the size of business or industry sector. Where sometimes the Sales Trainer would be the employee’s manager.
If the manager is the sales trainer for their employees, although experienced within the role (probably a previous top performer) – is this the best training experience for your employee? Will your employee fully be themselves regarding their learning and communication style – or will they ‘pretend’ to know the information taught by their manager to not highlight any areas of concern.
An advantage of an external Sales Trainer is they can provide a ‘safe’ space where employees can ask those ‘silly’ questions without having to work with the external Sales Trainer daily, unlike their manager. As well as during those dreaded role-plays; any challenges from the external Sales Trainer to test understanding will be received light-heartedly by your employee.
The internal sales training will provide your employees with your company’s processes in a standard style, particularly companies who have a high volume of sales employees that require training, e.g. Call Centres.
Let us analyse what employees feel about training:
*In a business study by Axonify, results highlight:
The advantage of an external Sales Trainer is personalising the sales training every time; they have been hired by your business to deliver training with your specific content, hence they will learn and process it applying a personal experience.
External Sales Trainers are equipped to create interactive activities, competitions, and follow-up tasks.
The external Sales Trainer will objectively observe your employees (on the phone/in the field) before and after training to identify measures and outcomes.
As well as spending hours of time developing a highly engaging material, a tailored learning experience for your employees. Inevitably the external Sales Trainer aims for strong feedback from your employees as this could determine the duration an external Sales Trainer works with your business.
Point 2:
At proposal meetings with clients, I have been asked before – what is your experience within my industry sector? Have you provided sales training to a similar-sized company before?
Yes, it is true, an external Sales Trainer from the same industry will certainly understand your product/service terminology and the marketplace, i.e. the customers and competitors.
And working with similar size businesses provides insights into internal operations and procedures.
The disadvantages with the same industry training as the only training resource are that your employees will mostly receive a company viewpoint on how the selling should be done, i.e. what has worked before.
The current times have now changed, where updated selling processes and techniques require to be formulated and implemented.
Advantages of an external Sales Trainer – they are versatile and agile in their knowledge and training methods following working with various types of businesses that had different requirements. An external Sales Trainer can provide selling advice (unique methods/techniques for prospecting, etc.) to meet the demand of an adaptable market.
Of course, a good external Sales Trainer will work with you to achieve your training requirement objectives. Sometimes, an unbiased perspective is beneficial.
Point 3:
For point 3, there is no right answer to convince your business to part with money, especially if you have your own internal sales training methods. The main question your business will ask is – What will my ROI be? And this is something that can be challenging to measure regarding training, specifically in the short term.
Therefore, I am providing evidence for the outcomes I had for an Internal Sales Executive from a global SME (£20 million+ with 300+ employees) who worked with me as their external Sales Trainer:
“I am so happy that you were able to help create a system in order to help me get in front of the right people as this is something that has caused me the most insecurity and anxiety as a salesperson and isn’t really something that is readily taught so I am very grateful for that.”
The value of sales training is in the employee’s perception.
Sales Training does not just stop after a half-day/full day session with an external Sales Trainer. An ideal method for retaining new information – is to learn content in manageable chunks. Your employees will treat a training session being the time for this, without losing focus of their daily tasks.
The advantage of this training schedule (regular with intervals) for your employees are they will process and apply learnt content adhering to their specific learning styles, as well as revisit the information in preparation for the next training session!
Synergy is built between your business and the external Sales Trainer and the employees have established rapport with them – Just some advantages for having an external Sales Trainer…
Jamie works with companies globally to enhance the employee’s B2B selling capabilities for generating and converting prospects. Jamie also improves the sales process and strategy to increase your gross sales by winning and retaining clients.
If you would like to have a more detailed discussion regarding external sales training for your business contact Jamie on:
Jamie Martin BSc (Hons), PGCert (Managing Director & Founder) of Correct Careers Coaching – A Modern Sales Training and Sales Strategy Business.
Jamie@correctcareerscoaching.com and 07599 332178
www.correctcareerscoaching.com
LinkedIn: Correct Careers Coaching
Twitter: @CorrectCareers
Source
*https://axonify.com/news/axonify-releases-third-annual-state-of-frontline-workplace-training-study/
Top Tip #1 What to think about before selling your ideas? –
If you are thinking about selling your ideas to your boss or a client; the reasons should be for the value and purpose of your ideas e.g. what benefit will your idea serve?
The value questions you should consider are:
Top Tip #2 Only sell your ideas in person/video conference –
Face-To-Face with your boss or a client will benefit you instead of using the phone, email, etc. During Face-To-Face communication, you can read the expressions and body language reactions of the other person. Read their signals e.g. the questions they ask you about your ideas.
Use your judgement to decide when to stop or nudge your ideas further using persuasive communication.
Top Tip #3 Close your ideas quickly –
If your boss or client has too long to think about your ideas, they are more likely to not proceed further with it. Especially if your ideas are unclear or have too many variables to consider.
When selling your ideas – only provide 1 or 2 at once time to increase the chances of it being considered further.
Top Tip #4 Back up your ideas with evidence and credibility. See an example of mine below –
Social Media training should be part of the company’s onboarding learning and development plan for new hires (see research below).
Research from Correct Careers Coaching found evidence that 83% of sales professionals feel they require support in using social media for building business relationships.
The purpose of this training is to help the new hires understand how to communicate your business message, this will encourage them to embrace promoting the company’s brand and services/products.
Jamie works with companies globally to enhance the employee’s B2B selling capabilities for generating and converting prospects. Jamie also improves the sales process and strategy to increase your gross sales by winning and retaining clients.
For more information regarding the above topic area –
Jamie Martin BSc (Hons), PGCert (Managing Director & Founder) of Correct Careers Coaching – A Modern Sales Training and Sales Strategy Business.
Jamie@correctcareerscoaching.com and 07599 332178
www.correctcareerscoaching.com
LinkedIn: Correct Careers Coaching
Twitter: @CorrectCareers
In this fifth ‘Millennial Buying’ article series – have you asked this question to your leaders?
A popular question that a hiring manager, HR personnel or business leader needs to ask themselves.
If you don’t understand what your millennial employees want within their careers – how will you know what actions to take to retain them?
A brief regarding the impact of losing an employee – up to £50,000 in costs*, the timeframe for recruiting will decrease business productivity, as well as the ‘domino effect’ – the impact on the employee’s team members and company culture after they leave! Don’t forget the relationships with the customer base the employee leaves behind also.
Employee statistics according to TINYpulse*:
If your business offers benefits such as trust, engagement, and well-being initiatives:
Regardless of cost, time, and a headache – you spent value energy finding this millennial employee, whom you engaged with and deemed a leader of the future.
Understand your millennial employees at a personnel level – what are their drivers? motivations? Aspirations?
Why do they want to work for you and your business?
Remember – The life goals of this generation may be vastly different from the generations which went before – and this could be the difference between staff retention and the opposite.
According to a recent Gallup report regarding the millennial generation’s behaviour within their jobs – reveals that 21% of millennials have changed jobs within the past year – this is more than three times compared to the number of non-millennials. **
WHY?
Millennials aren’t looking for lifelong careers. There are a lot of options and opportunities in the 21st century – they are not concerned about the process of finding another job. They are looking for purpose, engagement, and value.
An area of focus for businesses – Training and development:
93% of employees staying longer within their job if the company is investing within their career (according to LinkedIn’s 2018 Workforce Learning report).
There are various areas of training and development needs – depending on the type of job, organisation, and industry etc.
Has your business considered a specific area of interest for millennials?
Businesses need to embrace developing their millennial staff to sell differently utilising digital and modern techniques such as social media – they were the first generation that grew up in a digital age! Is this part of your organisation’s induction or training programme?
From one of my surveys:
83% of Sales Professionals feel they require support in using social media for building business relationships (Correct Careers Coaching, 2019)
If your business doesn’t have digital training? – think of the problems which might occur if your millennial sales staff are not trained to sell to other likeminded Millennials or the Baby Boomers (Generation Z).
Are your employee’s tech-savvy? Can they utilise social media channels i.e. LinkedIn to connect/engage with new prospects and their existing customers?
And are your training programmes designed for each generation? Focusing on different communication styles that suit them –
Communication is 93% non-verbal and 7% verbal.***
Don’t forget individuals process and learn information with different senses e.g. verbal, auditory, or kinaesthetic.
How do our experiences and emotions make a difference?
✅ Current Millennial Statistic:
I asked Millennials –
“What % do you tell your friends to buy the same service/product you just brought?”
Surprisingly the response was 52.5% – said they would tell their friends.
I pondered – if this evidence would be the same for the experience a millennial had within an organisation they worked for – whether good or bad, will they share this experience with others?
Useful insight especially if your business has a refer a friend hire scheme. The more engaging experience for an employee – the more likely they will share this information with others.
What should your business focus on for your millennial employee’s post-reintegration?
Soon the Information Age will come to an end, the ‘Experience Age’ is next…
To support video conferencing training during current times:
*Click this link to download my FREE guide with TOP TIPS:
I’m Jamie Martin (Founder and Managing Director) of Correct Careers Coaching, author of The Anomaly Crystal, speaker, and podcast host. I’m an award-winning sales professional, an experienced Modern Sales Trainer, and Sales Strategist.
Even more importantly I’m a Business Millennial, born between 1980 and 1994 and I’m a thought leader.
Please do contact me directly (details below): if you are a Millennial and want to be included within these surveys or if you are a business and you would like me to identify any specific areas of interest to you?
The links to the four articles within this Millennial Buying series:
https://www.linkedin.com/pulse/im-business-millennial-buy-your-serviceproduct-jamie
Jamie Martin of Correct Careers Coaching
Jamie@correctcareerscoaching.com or 07599 332178
www.correctcareerscoaching.com
My Castbox Podcast ‘Business Millennial’: https://castbox.fm/va/2750129
LinkedIn: Correct Careers Coaching
*Source: https://www.tinypulse.com/blog/13-surprising-statistics-about-employee-retention
**Source: https://www.gallup.com/workplace/231587/millennials-job-hopping-generation.aspx
***Source: Mehrabian, A. (1971). Silent messages. Wadsworth, Belmont, California.
In this fourth ‘Millennial Buying’ article series, following requests from the readers – the below significant subject will be explored:
To aid with this project, in one of my surveys I asked millennials:
When buying a product (which has different features with 3 different price ranges), would you choose the lowest price, middle range, or most expensive?
✅ Current Millennial Comment:
“Neither – If I like/want the product, I buy it regardless of the price. No matter how small or big. It’s about the purpose”.
This comment highlights to businesses that their marketing strategy and content need to be focused on the purpose of a product i.e. the benefits.
There seems less emphasis on the cost and features of a product for millennial customers. I agree – I have a busy lifestyle and I just want items I use to work efficiently. The most vital part of a product for me is how it will benefit my need; I don’t have to know every function of the it.
Do your marketing videos, posts, advertisements convey this message?
Don’t forget sharing your reviews – customers value reviews over adverts due to relating to real feedback from another consumer.*
Areas for your company to revisit post-reintegration:
Regarding point c) – TikTok’s under 30’s users make up 66% from an audience of 800 million**
What other apps are millennial customers using? Engaging with your customers across multiple platforms strengthens bonds.
Millennials brought up within a digital era can’t imagine the internet without social media…
Personalisation – Case Study
Charlie is a millennial (name changed for confidentiality). Charlie enjoys their role within their current organisation. This role does not have KPIs or receive incentives. Each year (Christmas time); every employee receives a hamper – amongst various items; the hamper includes red wine.
Charlie is very grateful for receiving these gifts, put prefers white wine instead of red. Charlie usually gives this red wine as a gift to someone else.
For myself – From working in a previous company, when I achieved sales targets, I did receive a personalised reward e.g. London theatre tickets. I felt more engaged with this company for knowing my likes and dislikes.
The same approach applies to marketing. Businesses need to research and understand their Millennial customers – their demographics, their behaviours, and their interests.
With this knowledge, your business can adapt your marketing/social media strategy for attracting millennials customers triggering an emotive response.
Millennials will become aware of your business (within a competitive world). They will take the actions required within the buying process – research your company and you (social media), navigate to your website, and purchase a product/service.
✅ Current Millennial Statistic:
86% of millennials state they are more likely to buy from the same business again following a good purchase (Correct Careers Coaching, 2020).
Converting new customers is always the challenge – it’s worth investing the time and money identifying who your customers are? Their needs? And how to approach them?
This will help your business thrive through increase your gross sales and revenue.
Food for thought –
How will Gen Z (younger than the Millennials) take the buying process to a whole different level?
👉 Watch out for the next Millennial Buying article coming soon.
I’m Jamie Martin (Founder and Managing Director) of Correct Careers Coaching, author of The Anomaly Crystal, speaker, and podcast host. I’m an award-winning sales professional, an experienced Modern Sales Trainer, and Sales Strategist.
Even more importantly I’m a Business Millennial, born between 1980 and 1994 and I’m a thought leader.
Please do contact me directly (details below): if you are a Millennial and want to be included within these surveys or if you are a business and you would like me to identify any specific areas of interest to you?
The links to the three articles within this Millennial Buying series:
https://www.linkedin.com/pulse/im-business-millennial-buy-your-serviceproduct-jamie
https://www.linkedin.com/pulse/im-business-millennial-we-read-your-reviews-our-jamie
Jamie Martin of Correct Careers Coaching
Jamie@correctcareerscoaching.com or 07599 332178
www.correctcareerscoaching.com
My Castbox Podcast ‘Business Millennial’: https://castbox.fm/va/2750129
LinkedIn: Correct Careers Coaching
In this third ‘Millennial Buying’ article series, the below important topic will be investigated:
Here’s an important factor that impacts millennials’ buying decisions:
✅ Current Millennial Statistics:
75% of millennials research a company on social media before deciding to buy a service or product from them (Correct Careers Coaching, 2020).
Millennials are the first generation brought up in a technology-led world. It is the ‘norm’ for us to research online when deciding to purchase something.
This behaviour is the same for meeting someone in person – and they are a Millennial – they will still check you out online/social media before deciding to buy from you. This research is now part of the face-to-face buying process – the two things are becoming inextricably linked.
If your business is not visible on social media – will a millennial:
A C-suite contact I was speaking with last week, asked me – “Jamie do you think you are doing too much on social media.” Those were his thoughts from his generation.
However, for a Millennial who is used to tracking the ‘story of their day’ on social media what is too much? Their ‘too much’ is likely to be far more nuanced e.g. too many passive-aggressive quotations, too much ‘woe is me’ or too much ‘don’t I look great’, or too many selfies.
We must accept that social media is, for millennials and Gen Z, a vehicle to document their lives, loves, and hates, also to keep connected with their friends. It’s a personal news service for them and applying the mantra to an older generation who didn’t grow up with that, doesn’t change that reality. After all, it’s the Generation X who created the internet. They created the environment for this to happen.
If you think and operate in that way – then you will inevitably be influenced by the products and services you see online – being experienced by others you respect. You will feel safer doing your own research before deciding to make any investment.
My thoughts are:
I don’t always receive engagement on my social media posts, however, when I speak with my business network, they remark positively about my business Correct Careers Coaching – the majority of these remarks are from Millennials – stressing my company’s services and brand are being seen.
Communicating and the language used to and from Millennials is different! Especially in a changing business world post-COVID-19.
Businesses need to embrace developing their millennial staff to sell differently utilising modern techniques such as social media. They also need an understanding of how to engage with older generations. This might be as simple as improving their technique on that instrument we call the telephone. Is this part of your organisation’s induction or training programme?… More to follow on for this area of interest.
I’m Jamie Martin (Founder and Managing Director) of Correct Careers Coaching, author of the Anomaly Crystal and podcast host. I’m an award-winning sales professional, an experienced Modern Sales Trainer, and Sales Strategist.
Even more importantly I’m a Business Millennial, born between 1980 and 1994 and I’m a thought leader.
Please do contact me directly (details below): if you are a Millennial and want to be included within these surveys or if you are a business and you would like me to identify any specific areas of interest to you?
👉 Watch out for the next Millennial Buying article coming soon.
The links to the two articles within this Millennial Buying series:
https://www.linkedin.com/pulse/im-business-millennial-buy-your-serviceproduct-jamie
https://www.linkedin.com/pulse/im-business-millennial-we-read-your-reviews-our-jamie
Jamie Martin of Correct Careers Coaching.
Jamie@correctcareerscoaching.com or 07599 332178
www.correctcareerscoaching.com
My Castbox Podcast ‘Business Millennial’: https://castbox.fm/va/2750129
LinkedIn: Correct Careers Coaching
In this second ‘Millennial Buying’ article series, the below integral subject will be explored:
I’m sure you have read a review on Tripadvisor before booking a holiday or eating at a different restaurant?
Did you follow a similar process before buying a product?
92% of people ‘purchase’ based on reviews (TrustPilot and G2*).
Humans are creatures of habit and routine; millennial customers are no different. What is different is WHAT now forms part of their habits and routines. It’s different from the generations who have gone before.
From my previous article, my research found 100% of millennials read online reviews or testimonials which influenced their decisions before buying a service/product. What will they read about you, your product, your brand, or your service?
Have you analysed your business strategy around this recently – how many customer/Google reviews does your business have? How are you sharing these reviews? and are you actually asking for them in a systematic but friendly manner? Are you responding to them?
Food for thought – if your competitor has more positive reviews than you – which business will your millennial customer prioritise? Whom would you put at the top of your shortlist? Also, what would you do when things go wrong – and they will from time to time?
The sale has been made! All is good – however the customer is not happy. The product is not broken, the customer is simply not happy – it could be the wrong colour, it was not quite what they thought, they didn’t read the small print, they thought it would be bigger than it was even though you included the dimensions….there could be a million reasons for wanting to return it.
Legally, the consumer may have no leg to stand on. They may have simply been a bit lazy in considering what they were purchasing. What should you do?
In one of my surveys I asked millennials:
‘If the product is not broken, what % of you would you return the product and ask for your money back if there was some other problem?’
✅ Current Millennial Comment:
“100% if the product did not deliver what it was intended to”.
Top Tip #1: You can still retain customers after the purchase – by providing refunds on returns, loyalty discounts, guides for utilising products, guarantees, etc.
I personally don’t like the hassle of returning a product (unless it was broken) – but that’s my personality trait!
Although, If I were dissatisfied with a service I purchased – I would certainly not recommend to a friend.
However, if you accept returns without objection, a Millennial will most likely shout about it. Consider the brands that do this ‘no quibble’?
Remember Millennials receive information in sound bites, so long lists of T&Cs will be invisible to them. So upfront contracts or product descriptions must be punch and clear. Also, a returns policy which is very clear and favours the customer. You want them to return and stay on your marketing list. Don’t you?
I’m Jamie Martin (Founder and Managing Director) of Correct Careers Coaching, author of the Anomaly Crystal and podcast host. I’m an award-winning sales professional, an experienced Modern Sales Trainer, and Sales Strategist.
Even more importantly I’m a Business Millennial, born between 1980 and 1994 and I’m a thought leader.
Please do contact me directly (details below): if you are a Millennial and want to be included within these surveys or if you are a business and you would like me to identify any specific areas of interest to you?
👉 Watch out for the next Millennial Buying article next Thursday 14th May.
The Link to the first article within this Millennial Buying series:
https://www.linkedin.com/pulse/im-business-millennial-buy-your-serviceproduct-jamie
Jamie Martin of Correct Careers Coaching.
Jamie@correctcareerscoaching.com or 07599 332178
www.correctcareerscoaching.com
My Castbox Podcast ‘Business Millennial’: https://castbox.fm/va/2750129
LinkedIn: Correct Careers Coaching
I’m Jamie Martin and I’m an experienced Sales Trainer. Even more importantly I’m a Business Millennial, born between 1980 and 1994 and I’m a thought leader.
Why? Here are just three reasons:
– I’m part of the biggest generation in history, we overtook the Baby Boomers in 2015 and we are now the biggest buying generation in history.
– I’m part of the first generation brought up in a technology-led world. For me, if you are not engaging online, I will struggle to take you seriously.
– I’m your customer, your supplier, your staff member, possibly even your boss and as time goes by, I’ll become even more important.
If you don’t engage with me your sales will start to stagnate, then dwindle, then fall and your business could fall into obscurity. It’s that simple.
I’m not telling you to sell to you, I’m setting out the future because the future belongs to my generation, and the generations to come.
We buy differently!
Are you ready?
With this in mind, I will be doing a series of blogs to talk about how my generation – and those that follow – will impact your sales over the coming years and how, all businesses of all sizes need to get ready.
Gone are the days of old-fashioned cold calling, push, push, pushy sales which annoy everyone and even more so now.
Now is the time to build relationships, be proactive, employ a process which doesn’t feel like a process and provide excellent customer service. Above all, it’s about being present, being visible, and being consistent.
On LinkedIn, this is important to come to terms with because:
All companies need to sell and their staff need to know how to sell. To do that well they need to understand their audience – their age demographic, how and where they engage and how they buy.
In this series ‘Millennial Buying’, some of the subjects I will be writing about will include:
To aid with this project I’ll be conducting some simple surveys for some basic data analysis. Here’s just one to set the scene:
✅ Current Statistic: So far 100% of Millennials surveyed say they read a review before purchasing a service/product… more will follow on this i.e. reviews and their influence.
Please do contact me directly: if you are a Millennial and want to be included within these surveys or if you are a business and you would like me to identify any specific areas of interest to you?
Jamie Martin of Correct Careers Coaching.
Jamie@correctcareerscoaching.com or 07599 332178
www.correctcareerscoaching.com
My Castbox Podcast ‘Business Millennial’: https://castbox.fm/va/2750129
Facebook: @CorrectCareersCoaching
*Source: https://www.omnicoreagency.com/linkedin-statistics
**Source: https://www.institutelm.com/resourceLibrary/workforce-2020-managing-millennials.html