| For many selling professionals and sales managers | | | | and there are many of them. Generation Y are |
| selling effectively has become a cumbersome | | | | very well educated. As a group, they believe in |
| task. The proliferation of the electronic media and | | | | real time connection with the Internet a Must |
| instant availability of products and services allows | | | | medium. Generation Y is all about instant |
| more power into the hands of clients. However, | | | | connectivity and most importantly instant |
| there is one area where the selling professional | | | | gratification. |
| can achieve more effectiveness by trends and | | | | Our research in this area finds these influential |
| social issues. One of the largest yet daunting | | | | areas pivotal for effectively selling to Generation |
| areas of research today relates to the Millennials | | | | Y. |
| or aptly called Generation Y. | | | | Cool. Online and print medium require change. |
| To achieve greater selling effectiveness, | | | | Generation Y desires importance and |
| professionals must realize that we operate in a | | | | self-actualization. They buy the now and the |
| multi-cultural, multi-gendered and multi-generational | | | | hottest item on the market. Those that follow |
| workforce. For purposes of this article, our focus | | | | this trend will thrive. Avatars such as Apple are |
| relates to generational issues. Many selling | | | | very proactive in this area. Sales of iPods and |
| professionals, consultants and employers have not | | | | iPhones flourish. Generation Y desires to be part |
| taken into consideration that four generations | | | | of the experience. Selling to them requires a value |
| exist in the workforce. There exists: | | | | proposition focused on current trends and social |
| -Veterans = 20 Million/ages 65 and above | | | | issues. |
| -Baby Boomer = 65 Million /ages 47 - 60 | | | | Brand. Generation Y differs from all prior |
| -Generation X = 50 Million /ages 38 - 45 | | | | generations. They are not brand loyal. Due to the |
| -Generation Y = 78 Million /21 - 40 | | | | increased connectivity, Generation Y follows social |
| The manner which each purchases is based on | | | | trends. Millennials have acute attention spans as |
| behavior and values. To achieve selling excellence | | | | they await the next trend. A recent Wall Street |
| it is imperative to quickly comprehend the value | | | | Journal article illustrates how Six Flags is aligning |
| differentiation of each. | | | | with Disney (movies and television shows) simply |
| Veterans | | | | to capture the attention of the Millennials. Do not |
| Veterans have important buying power and been | | | | build a brand for them; rather, build a brand with |
| doing so for well over 50 years. These groups | | | | them. Apple, Southwest, FedEx, Facebook, Google |
| because of many socially historical issues usurp | | | | all build products with advice from this influential |
| brand value. This group tends to remain very loyal | | | | group. |
| to products, services, and do not like change. | | | | Content. Content is king. This is true for Millennials. |
| More importantly, their age creates a need for | | | | The proliferation of Internet technology allows |
| physical relationship and they find instant | | | | Generation Y instant access to information. Sellers |
| communication frustrating. | | | | must provide uniqueness with content not found |
| Boomers | | | | through regular Internet channels. Further, since |
| The 78 million Americans who were 50 or older | | | | content travels at the speed of light selling |
| approximately 5 years ago controlled $28 trillion, | | | | effectiveness can increase with viral marketing. |
| or 67% of the country's wealth. This group has | | | | Language. Generation Y uses different lexicon. |
| tremendous buying power. However, this group | | | | Whereas the other generations use complete |
| ages by the moment as many Boomers worry | | | | articulate sentences, Millennials speak in a language |
| about retirement and savings. This group resists | | | | encrypted with message similar to the DaVinci |
| spending during economic uncertainty since they | | | | code. Sellers must speak and connect to Millennials |
| pay with cash not credit. To achieve sales | | | | in their language. |
| excellence it is imperative for selling professionals | | | | Risk. The increase of viral marketing and |
| to create a bond with Boomers. | | | | information enable Millennials to take more risks |
| Generation X | | | | then preceding generations. In fact, due mostly to |
| Generation X makes up about 17% of the U.S. | | | | youth, Millennials are riskier, they have less to lose. |
| population and range in age from 38 to | | | | Sellers and marketers must challenge Millennials. |
| approximately 45 years of age. This generation is | | | | Buyers represent three purchase groups' a) early |
| very open to technology yet is also well educated. | | | | adopters, b) followers c) not a chance. Generation |
| If they need information they know where to get | | | | Y devour risk by adopting the "cool" trends. |
| it so selling professionals need to illustrate | | | | Sellers must understand the trends to advise the |
| differentiation. Generation X wants issues resolved | | | | consumer to be a recognized leader. |
| expediently and deplore lengthy "sales pitches" in | | | | The need to dissect generations is vital to selling |
| favor of solutions. Coincidentally, the dearth of | | | | effectiveness. Today's sales professional requires |
| email has Generation X desirous of personal | | | | the research skills of the finest detectives, |
| interaction and paper correspondence. Selling | | | | uncovering every clue and unearthing every angle. |
| effectiveness is uncompromised using more | | | | Additionally, selling effectiveness requires |
| traditional marketing means. | | | | spontaneous information leveraged by the lexicon |
| Generation Y/Millennials | | | | of the contrary party. It is impracticable to |
| The largest and clearly the most influential group | | | | estimate if each issue resonates with a Millennial. |
| of purchasers since the Baby Boomers, | | | | Sellers intuitively realize that trends continue to |
| Generation Y is on the minds of many selling and | | | | change. The only way to get ahead is to be a |
| marketing professionals. With 78 million potential | | | | leader. Clearly as the Millennials mature there is |
| buyers, it is impossible to avoid this large group. | | | | another entourage. Selling effectiveness requires |
| They are influential, have the money to spend | | | | intuition, content, and resolve. |