It’s Time to Start Thinking About Sales Strategies for the Next Generation

Just when you think you’ve got a handle on how to reach millennial consumers, there’s a new generation to learn to how to sell to: Generation Z, the teens and young adults of a global society, that includes people born between the late-1990s and early 2000s. Gen Zers are expected to collectively spend $200 billion in 2018 and account for 40% of consumers by 2020. 

Here’s a few strategies on how to effectively reach this new tech-centric breed of consumers.

1. Take Up a Cause.

No other generation blends activism and consumerism like Generation Z. They want their brands to support the causes they’re passionate about, and when making buying decisions, they’ll favor brands that reinforce their own beliefs and social ideals.

Gen Zers know that when it comes to comparable products, their options are endless. So, if you can provide the product they’re looking for while also supporting a cause they care about, your brand will have an advantage.

2. Full Transparency

We’ve all been told that consumers want authenticity from brands, but Generation Z takes this to the next level. They don’t want any aspect of your product or business hidden. They want to be able to easily access the exact information they need to answer any question they might have. All this information needs to be available free of charge, on-demand, and through their smartphone.

3. Create the Right Experience.

This need for transparency applies to the sales experience both online and in stores. When shopping online, young customers want to be able to compare everything about their potential purchase (specs, prices, buyer reviews, company backgrounds). It’s important that your online presence is engaging, useful, and highly informative.

And while it seems contrary to market trends, Generation Z still prefers to shop in stores. They like to see and feel products, and they’re more likely to purchase from and return to stores with an alternative, interactive experience. A great example of a retailer who has created a non-traditional, immersive experience is Apple. Their customers are encouraged to enjoy the products, and expert sales staff are there to assist them throughout their experience.

4. Build Trust.

As you can see, the members of Generation Z are thorough, intelligent consumers. They aren’t easily swayed by flashy ad campaigns or traditional marketing material. Their buying decisions are influenced by…well, influencers.

By partnering with social media influencers to tell your brand story, you’ll more effectively reach the Gen Z audience. They want genuine content, not #sponsored and #ad partnerships.  It’s best to opt for a long-term relationship with a few select influencers that already hold your target market’s attention.

5. Come to Them.

This is the truly the first generation of digital natives. In order for your message to reach them, create quality interactive content on the platforms that they favor—Instagram, YouTube and Snapchat.

Leave the “if you build it, they will come” attitude at the door. If you want to effectively sell to the first fully digital generation, you’ve got to walk like them, talk like them, and do it all on their home turf. 

Gen Z is a powerful consumer base that can help your business grow as long as you treat them with respect and create customer experiences designed to resonate with them.