next generation selling - ryan jenkins · of millennials are the sole decision-maker regarding...
TRANSCRIPT
by Ryan [email protected]
www.ryan-jenkins.com/B2bonline
NEXT GENERATION
SELLINGKeys to Positioning a Brand or SerVICE WITH
the Millennial B2B Buyer
73%
of Millennial workers are involved
in decisions to purchase products or
services for their companY or business.
next generation of b2bPonder this…
36%
of Millennials are the sole decision-maker regarding
purchases.
34%
of Millennials WILL WEIGH the opinions of
friends and family before deciding
to buy B2B products/services.
69%
of millennials will post a positive
comment on social media if
they’re happy clients.
next gen selling3 KEYS FOR Recap &
today’s agenda
wrap-upstats & trendsNext Generation
Age Numbers
GenERATION Z < 19 50+ millionMillennials 20-36 76 million
Generation X 37-52 51 millionbaby Boomers 53-71 75 million
Builders 72-89 56 million*G.I. Generation 90+ 60 million*
THE Generations
27%
33%38%
Millennials Gen X Boomers Builders Gen Z
2017 workplace5 generations representin’
25%
75%
Millennials & Gen Z Other Generations
2025 workplaceOh the places they’ll go
builders boomers gen X millennials
Recommendations matters
Credibility matters
value matters
co-creation matters
word of mouthin-person meetings
phone and email
Online, email, & text
Proximity & Timing
relationship building
Bottomline & product focused
Social proof, peer persuaded, visual &
collaborative
Is thereresearch?
share the research
demonstrate the research
already did the research
sum
mar
yvi
ewat
titu
de
BuyingShifting perspectives
rese
arch
Millennials are a criticalmass of change agents
technology
millennials
internet
exponentialtimes
why Is today different?a bigger story
technology
millennials
internet
exponentialtimes
elevated expectationsseamless & effortless
next gen selling3 KEYS FOR Recap &
today’s agenda
wrap-upstats & trendsNext Generation
selling to Millennialsthe benefits…
Loyalty Limbo
1vast Value
2Peer Persuaded
3
new to the buying role or looking to reevaluate
any long-standing relationships or
traditional processes.
They carry a high lifetime value because they are young in their
careers.
turn to social networks to crowd-
source decisions, recommend and refer
business.
keys forthree
sellingnext gen
next gen b2b selling3 Keys
3.5xis how much more usage time Millennials spend using messaging apps than those over 45 years old.
1communicationdefer your
99+
what’s up?
what’s up?
just left u a vm
the communication dividejust 1 example
WHY mobile MATTERs
82%of Millennial B2B buyers said mobile devices were important when researching new products and services.
so much is at stake
3 Keys - Defer Your Communication
use generations as a hint and defer to the buyer’s communication preference.
action item1
next gen b2b selling
3 Keys
Topmeans of researching products and services of Millennial b2b buyers is internet search and vendors’ websites.2
2
next gen b2b selling
prospectattract vs
sales process shift
start end
approach
then
presentvalidate Need closeprospect solution
present closesolution
now
attract Approachseller
needsanalysis
buyer action seller action
3 Keys - Attract vs Prospect
Deliver valuable, compelling content where Millennial buyers are searching for that information.
action item2
next gen b2b selling
3 Keys
84%of Millennials report that user-generated content on company websites has at least some influence on what they buy.
3
next gen b2b selling
proofprovide
zendesk.com/customersa good example
real images of real customers getting real results
3 Keys - Provide Proof
Ask your current Millennial buyers to create proof-packed testimonials.
action item3
next gen b2b selling
next gen selling3 KEYS FOR Recap &
today’s agenda
wrap-upstats & trendsNext Generation
A few remindersdon’t forget…
“This is Always HOW WE’VE DONE IT,” IS A SLIPPERY SLOPE TO Irrelevance.
Set in stone the why not the wAY of the organization.
One Generation’s Status quo is another generation’s Challenge to improve.
1 32
STAY CONNECTEDand much more
Bonus Materialwww.ryan-JENKINS.com/b2bonlineGet today’s slides, free resources, and…
Freechapter!8 Keys to Selling to the
Millennial B2B Buyer
ignorance
5
4
32
1Denial
responsibility
resolve
Progress
5 phases of changestay overwhelmed
Thank youy’all rock!
references
The logos used in this presentation are the property of the respective third parties.
disclaimer
Ford, Trend Report 2015: http://www.at.ford.com/SiteCollectionImages/2014_NA/Dec/Ford-2015-TrendReportBook.pdf
Boston College Center for Work & Family, Creating Tomorrow’s Leaders: the Expanding Roles of Millennials in the Workplace, Lauren Stiller Rikleen, 2011, http://www.bc.edu/content/dam/files/centers/cwf/pdf/BCCWF%20EBS-Millennials%20FINAL.pdf
Boston College Center for Work & Family, Millennial Careers: http://www.bc.edu/content/dam/files/centers/cwf/pdf/BCCWF%20Millennial%20Careers%20FINAL%20for%20web.pdf
UpWork, Millennial Majority Workforce Study: http://www.elance-odesk.com/millennial-majority-workforce-infographic
Jason Ryan Dorsey, Y-Size Your Business: How Gen Y Employees Can Save You Money and Grow Your Business (Wiley, 2009)
Jeff Fromm & Christie Garton, Marketing To Millennials: Reach the Largest and Most Influential Generation of Consumers Ever (New York: Barkley Inc, 2013)
Barkley, The Boston Consulting Group (BCG), and Service Management Group (SMG), 2011-2013
Deloitte: The 2014 Millennial Survey - https://www.deloitte.com/millennialsurvey
27 Stunning Millennial Stats About Our Future Employees, Leaders, Consumers, & Parents http://ryan-jenkins.com/2014/10/27/27-stunning-millennial-stats-about-our-future-employees-leaders-consumers-and-parents/
Forbes, 2014: Enough With The Free Food Already, Millennials Want Opportunity and Fair Pay:http://www.forbes.com/sites/datafreaks/2014/09/11/enough-with-the-free-food-already-millennials-want-opportunity-and-fair-pay/
22 Shocking Stats About Millennials To Help You Chart Tomorrow’s Changehttp://ryan-jenkins.com/2013/09/16/22-shocking-stats-about-millennials-to-help-you-chart-tomorrows-change/
YPulse: Youth Marketing and Millennial Marketing: https://www.ypulse.com/Harvard Business Review: https://hbr.org/2015/02/millennials-want-to-be-coached-at-workCenter for Generational Kinetics: http://genhq.com/wp-content/uploads/2015/06/Unlocking-Millennial-Talent-c-2015-The-Center-for-Generational-Kinetics.pdfPricewaterhouseCoopers: http://www.pwc.com/gx/en/issues/talent/future-of-work/millennials-survey.htmlEventbrite, Millennial Research: http://eventbrite-s3.s3.amazonaws.com/marketing/Millennials_Research/Gen_PR_Final.pdfDeloitte:,The 2015 Millennial Survey: http://www2.deloitte.com/content/dam/Deloitte/global/Documents/About-Deloitte/gx-wef-2015-millennial-survey-executivesummary.pdfAV Network: http://www.avnetwork.com/av-technology/0002/report-gen-y-executives-prefer-video/91604
Deloitte: The 2016 Millennial Survey: http://www2.deloitte.com/global/en/pages/about-deloitte/articles/gx-millennials-one-foot-out-the-door.html
references cont…
Sacunas, Millennial B2B Report: http://sacunas.net/reports/Millennial-B2B-Report_Sacunas-web.pdf
Tech Crunch, Email is Dying Among Mobile’s Youngest Users: https://techcrunch.com/2016/03/24/email-is-dying-among-mobiles-youngest-users/
B2B Commerce World, How to Win Over Millennial B2B Buyers: https://www.b2becommerceworld.com/2016/03/31/how-win-over-millennial-b2b-buyers
EliteDaily, Millennial Consumer Trends 2015: http://elitedaily.com/millennial-consumer-trends-2015/
Millennial Marketing, Who are Millennials: http://www.millennialmarketing.com/who-are-millennials/IBM, How Millennials are reshaping B2B marketing: http://public.dhe.ibm.com/common/ssi/ecm/gb/en/gbe03658usen/GBE03658USEN.PDFMobile Marketing Engine, 23 Mobile Marketing Stats: http://mobilemarketingengine.com/23-mobile-marketing-stats/
AdAge, Google Millennial Influence Rise B2b buying: http://adage.com/article/btob/google-millennial-influence-rise-b2b-buying/297552/