Selling to Gen Z; Decoding The Vernicular of the New Generation

In the age of Generation Z, pondering the viability of employing traditional sales methods poses a thought-provoking question. This generation, distinct from its predecessors, knows what it wants and expects to reach its demands swiftly. Approximately 10-15 years ago, our market presence on key accounts, particularly in sectors like public institutions, banks, insurance companies, telecommunications, automotive, and similar industries, was always at the forefront.

The strategy we employed to win these clients during their procurement process is what I want to focus on today. People preferred to receive services from individuals they trusted and believed could provide solutions when problems arose. Therefore, I prohibited my sales team from discussing business and services during the first three meetings with the client. Instead, we prioritized establishing relationships, getting to know individuals thoroughly, and, more importantly, ensuring they knew and trusted us. To achieve this, my team would extensively research all available information about the company and relevant individuals from open sources before the meeting, ensuring meticulous preparation.

This approach resulted in warm and friendly initial meetings, forming a foundation of trust. In the subsequent two meetings, we would sufficiently discuss the product and the company without delving into the pricing details. Once the team and the company's representative had built enough mutual trust and were convinced of the product's adequacy, we would move on to the pricing stage. This way, the purchasing side had the advantage of acquiring from a trusted individual whom they knew and could reach whenever needed. Of course, it's essential to note that this method was specifically applied to large clients renewing contracts annually. It wouldn't be realistic to implement this for every client.

Mentioning the past to this extent, it's impossible not to acknowledge the biggest complaint of today's successful startup founders: dealing with what they call 'boomer salespeople.' We've all seen social media posts along the lines of, 'Get rid of these boomers. Unnecessary communication attempts, meaningless long conversations. I won't buy yourself bro; send me the price via email, and if it suits us, we'll get back to you.'

I have never been a person who complains about or judges the new generation. On the contrary, I believe we need to adapt to them. However, communication with this generation is a topic for another article. What I want to emphasize here is that one approach is not inherently better or superior to the other. Each has its merits. For instance, in an era where remote communication is prevalent, and issues like traffic make face-to-face visits nearly impossible, having the same level of intensive visits as before seems impractical.

However, considering the need for post-sales services, making a purchase without any communication doesn't appear to lead to long-term success. Perhaps, as in every field, this scattered approach to sales processes will find its natural balance over time.

On the other hand, it's not that Generation Z shies away from communication or makes uninformed purchases; it's about intersecting with them in their world and conversing in a language they comprehend. Companies poised for success must now endeavor to comprehend and converse in this unique vernacular. Failure to do so might perpetuate the perplexity of seasoned executives who, perched atop corporate skyscrapers, might continue expressing sentiments like, “Can these digital phenomena genuinely rake in such high earnings? Surely, there must be an underlying factor,” or 'Observing that youth playing games and creating content—bewildering! How does he amass such widespread support? It defies logic!'

While the generation that jestingly labeled their parents as the 'Facebook generation' remains oblivious to the burgeoning realms of platforms like TikTok, connecting with and convincing the new generation may pose a slight challenge. Unless companies adeptly master the art of communication and persuasion in this age, we may continue to overhear executives making statements akin to those aforementioned. Naturally, the complexity of the matter extends beyond the confines of social platforms, yet isn't this a poignant indication of the imperative swiftness required to dance with the cadence of our ever-evolving era?