Do's & Don'ts of Selling to Millennials

by blogadmin 5. April 2018 01:17

"Do you know Millennial is a word we don't like being called?" blogs Hayley Salyer of Sage, a creative software and promotional solutions firm. She believes it's a word some generations say with a little bit of cynicism. But, hey, maybe you don't have any feelings on the subject either way. But, the one thing you can't ignore is the fact that Millennials buy differently. 

Let's look to Hayley and a few of Sage's millennnial marketers to see how they weigh in and what they look for (and avoid) when making their purchasing decisions. With millennials expected to account for $1.4 trillion is spending in the U.S. by 2020, companies are adjusting their sales and marketing strategies to meet the expectations of this world's most empowered spenders.  

1. Reviews matter above all else.

When this generation entered the world, it became bombarded with more advertisements than any generation in history. Millennials know they they have options available to them, so they do their research, and when the time comes, they will either confidently make a purchase or walk away.

"I always compare pricing and read customer reviews. I do consider the scope of the reviews available because I understand one or two people having a bad experience does not equate to a bad product/retailer. However, if you have a lot of negative reviews, I will go elsewhere - even if it means paying a little more." ~Jansen M. 

2. The Millennial's first impression of a brand often revolves around website design and functionality.

My family suggested a resource that's been around for years and while I can appreciate their credibility, their website was incredibly difficult to navigate, and their mobile app was just an afterthought that hadn't been updated for 2 years. So, I went with the new kid on the block. The website I found offered a seamless user experience, a convenient mobile app, and email alerts on price drops of my saved items.

"In my opinion, the most successful websites and apps have easy navigation, but keep it interesting with every button you click. I base my purchase on whether or not the website is up to date and if it has secure payment options such as PayPal, just so I know it's legitimate." ~Brittany B. 

3. Avoid the hard sell. The Millennial craves personalization and collaboration.

Millennials are spending all their time online, so online advertising is a no-brainer, right? So wrong. Only 6% of Millennnials consider online advertising to be credible. Ouch. The Millennial's trust is hard to come by, so put an end to the hard sell. Brands are finding empowerment through social media influencers - a more down-to-earth, relatable way to tell their stories. Add those stories with a chance to collaborate with customers through personalization, and you've got a winning recipe to gaining the Millennial's business. 

"A brand keeps my interest when they share insight about their industry or stories about their products (they're not just pushing products on me). Brands build trust with me through transparency and relationships. If I have a positive, personal interaction with a brand, I'm going to remember it and tell someone about it. Sharing in our generation comes at a premium - we value our time and space." ~Jeff. T. 

4. Don't underestimate the Millennial's dedication to social causes.

 Millennials will immediately abandon those companies receiving "bad press" and take their business elsewhere. Authenticity is paramount to Millennials, with 72% of them willing to spend more on brands that support causes they care about.

"I want to know I'm getting the best product for my money and that I'm not being wasteful or harmful to the environment, people, and animals. I do my research, and if a company has a good product, is transparent, practices social responsibility, they have my loyalty." ~Rebecca H.

Click HERE to read Hayley's entire post and to view her informational sources. 

Challenge:  Scan each of the tips again carefully. Rank them in order from weakest to strongest. What can you do to attract and retain the Millennial? Ask for and post more reviews? Update your websitea nd app? Hire a social media expert? Get involved in strengthening your community?


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