Selling to Gen Y

Gen Y make many of their purchasing decisions based on the preferences, experiences and input of their peers. They want to be respected and treated with equal importance as the ‘older’ customer/client. They predict the trends and lead the way in terms of purchasing technological devices as they the most media savvy generation. Gen Y want information instantly and seek it out via multiple media streams. They expect a clever, simple and original marketing campaign that is free from hype and over the top selling techniques. Before they approach a sales person they already have a clear understanding of what they are going to purchase, what they expect to pay, so the sales person’s role is simply one of clarification. They therefore make decisions quickly. Gen Y are experiential learners, and in order to gain further understanding of a product they will need to operate it themselves. They prefer a relaxed environment free from pressure to buy.

Selling to Gen X

Gen X are growing in buying power as they emerge as the decision makers in the corporate world. Their purchasing decisions are based on living standards and to afford the lifestyle they want, they are prepared to live with less ‘things’. They are embarking on a new phase in life as they start having families or plan to do so. They are turned off by hype and see a marketing campaign for what it is. They need to know they can trust the sales person and what they are saying. Simple messages work best. The environment needs to be fun, relaxed and supportive with a strong social element. Gen X are looking for a product that will benefit or improve their lifestyle and work-life-fun balance. The sales person needs to have a genuine understanding of their needs and wants.

Selling to Baby Boomers

Baby Boomers grew up in an age of prosperity, where having the newest technology, a large house, or being in a position of power were all status symbols. They still want to feel special by receiving personalised service. Baby Boomers have high expectations and expect to be met in all aspects of life. Baby Boomers are the most difficult to reach effectively as their behaviours, needs and wants are the most interchangeable. As Digital Immigrants, some do not feel comfortable using technology, but respect the need for it, so letters and newspaper articles need to be filled with hype and look technologically up-to-date or advanced. Others are technologically proud and savvy and are happy to be contacted by email or targeted through websites.

Selling to Traditionalists

Traditionalists are the true immigrants to technology which can be overwhelming. Often perceived in the marketplace as being insignificant, they nonetheless have significant buying power. Retirement brings with it a chance to explore new horizons and it is no longer viewed as a passive period of life. In order to feel comfortable buying something, there needs to be a clear explanation and demonstration on how the product works and why it is beneficial. The message or benefit needs to be simple and straightforward. They also need to trust and respect the person they are buying from, as they are wary of being ‘taken for a ride’. They require much patience and reassurance that they are making the right purchase.

Sales and Marketing across the Generations

The last decade has been witness to drastic changes in effective Sales and Marketing theories. For the first time, businesses are contending with a marketplace in which there are four distinct generational groups operating – and purchasing. Understanding their varying needs has meant that marketers and sales people have had to adjust their strategies to address the individual needs of each group.
In addition, the differing purchasing power of each group especially the spending power of Gen Y has meant careful attention needs to be paid when segmenting the customer target market. To achieve solid results, it is integral for businesses to understand and incorporate cross generational differences into their Sales and Marketing Strategies.
The first step is ‘getting to know’ your customer which means understanding the purchasing needs, perspectives and motivations of each generation and designing tailored approaches for each.
Each generation is very different in both their perceived needs and their purchasing power.

Thanks for the warm welcome!!

At 10.00pm October 29, my plane landed at Philadelphia International Airport. At 10.04pm the Phillies won the World Series. The drive ‘home’ was memorable. On either side of the highway fireworks were lighting the skies. Car-horns and cheering filled the air. Everyone was celebrating. Friday came, and along with 2 million fans I travelled to the stadium to celebrate the Phillies win as if it were my own. Until this moment I had been nervous about moving to the states. I had seen the movies, I had read the papers. A year before leaving Australia, I had even applied to various schools to be a teacher as I had been for the past 5 years, with the criteria of being employed at a school where metal detectors were not a requirement. Yet no one was prepared to speak me or even return my emails. I had visited the brown oceans of the Jersey Shore. I had driven cross country and ‘seen the signs’. To say the least I was nervous. So why move away from the white sand beaches, the sun and the surf, the Great Southern Land of Oz. Simply put, I fell in love and after living with me in Australia for the past 3 years it was my turn. Little did I know this move would change my perceptions of the US along with my career. I have over the past few years become a fan of the Phillies, my first game I got a ball, and I have, in true American fashion, my fair share of team T-shirts and jumpers (sweat-shirts) from the Phillies to the Eagles to the Flyers. My first hockey game I got a puck. I have found that people have been exceptionally nice and helpful, even New Yorkers, who had a dreaded reputation. I don’t know if it’s my accent or that I’m lucky, but America (despite the winter) is quickly becoming home and growing on me.