A rep asked me to make a call with him on a prospective research lab. The lab’s decision-maker was in his mid-twenties, bright, but very difficult to “read”; he picked our brains for a couple hours, but eventually purchased his lab equipment on the internet.

Do you feel sometimes you are caught in a generation warp? Have you ever wondered WHY getting your message across and motivating a younger client to action can be so frustrating at times? Age plays such a critical role in customer buying decisions. Understanding the four workplace generational categories is CRITICAL to 2008 sales success. The Veteran Generation (veterans), born 1933–1945, sometimes referred to as the World War II generation, are typically loyal, hardworking, financially conservative and faithful. The Boomer Generation (“Baby Boomers”), born 1946-1964, all but invented the 60- hour workweek, sensing that demonstrated hard work and loyalty to employers was a way to get ahead. For this group, individual sense of worth comes from career achievements. Generation X (gen X’ers, “Baby Busters”), born 1965–1976, are technologically savvy, but the rocky experiences of their parents (divorce, layoffs, political distrust, etc.) has instilled a deeply ingrained sense of skepticism and a belief that work isn’t the most important thing in life. Millennials Generation Y (gen Y’ers, “Generation 2001-ers”), born 1977–1998, are the kids who’ve had access to cell phones, pagers, and personal computers all their lives. Millennials are eager to learn, enjoy questioning things, work in groups, and typically have high self-esteem.

Of specific interest in this example is the Millennials’ Generation. Having watched their parents and grandparents grapple with change, Millennials grew up in a world that is constantly in motion, constantly revising and restructuring itself. To enhance your relationship with Millennials, consider these four proven sales tactics:

• Solicit Their Opinions: Millennials love to collaborate as team players. Solicit their input on the merits of your solution.
• Praise Their Accomplishments: Public praise in recognition of their intuition (?) is important. Take time to build a sincere relationship by encouraging and acknowledging their work and professional/personal accomplishments.
• Provide Timely Feedback: In their highly technical life, Millennials are accustomed to instantaneous feedback — at the touch of a button. Provide timely, consistent communications on your products and services.
• Engage and Seek Out Commitment: Millennials want to work on things that really matter. As you discover specific sales needs, involve them in establishment of clear directions relative to the application of your solution. Be sure to get their emotional commitment BEFORE you move forward.

The next time you find yourself scratching your head in disbelief, as our rep did in this situation, stop and consider whether or not generational factors are at work. Jumping the Grand Canyon in a sales situation should NEVER be construed as a “Leap of Faith.”