The B2B space just got around to selling to Millennials. Meanwhile, Gen Z is already entering the workforce and making buying decisions. If your sales strategy ignores them, you are falling behind.
Generation Z, born between 1996 and 2010, thinks differently about work, buying, and brand loyalty. I want to break down what that means for your business and share five tactics to start selling to them now.
How Gen Z Thinks
Zoomers are a different breed of decision maker. When they make decisions, they take into account all factors, including the effect on their mental health. Businesses need to understand the way Gen Z thinks, not only when considering how they treat employees, but also in what their customers will expect.
Over the last four years, the first wave of postgraduate Zoomers entered the labor pool. We need to get them in the door at our organizations now to better understand how they think, how they buy, and how they will impact our business.
What Gen Z Wants in the Workplace
According to research, 42 percent of Zoomers say they would rather work at a company that gives them a sense of purpose over one that pays them more. This generation needs to feel invested in where the organization is headed to do their best work. They want to know:
- Where is the company headed?
- Are we helping make the world better?
- Are we contributing to our communities?
- Is there a purpose behind the work?
As a leader, you need to be crystal clear on where you are headed so your team has a reason to dedicate years of their life to your organization. And remember: vision leaks. You can tell someone where you are headed, but over time, the day-to-day wears it down. It is your job to fill that vision bucket over and over again.
Gen Z cares about flexibility too. According to an Adobe survey on workplace trends, 66 percent say they would switch jobs for more control over their schedules.
How to Sell to Gen Z
At a recent event, a consumer behavior expert said something that stuck with me: don’t sell to the buyers that have the money. Sell to the buyers that spend the money. That mindset will change the way you approach sales.
Gen Z buyers are attracted to uniqueness and personalization, and they are willing to pay more as long as the product performs. But they are also radically inclusive and ethically minded. You better be ready to back up your value claims.
For example, if you commit to carbon neutrality, you need proof of how you are doing it. Gen Z cares about doing business with companies that support their ideology, and they are quick to cancel businesses that do not live up to the hype. The numbers back this up: 81 percent of Gen Z would stop buying from brands whose campaigns made them feel the brand was too “macho.”
Five Tactics for Selling to Gen Z
Here are five tactics you should focus on or start preparing for when selling to this generation:
1. Use Digital Platforms for Promotions and Ads
Gen Z is the digital generation. Every one of them has had access to smartphones, tablets, and laptops from day one. They are ready to receive marketing through social media and digital content. In fact, they don’t know anything different. From TikTok and Instagram to YouTube and Snapchat, there will be a more pronounced focus on social media advertising going forward.
2. Respect Gen Z Data
Protecting personal information and maintaining privacy is extremely important to this generation. Your business needs to be mindful that Gen Z is more concerned about maintaining their privacy and staying anonymous than previous generations.
3. Create Quick, Effective Online Content
People are living at warp speed and have no time to spare. Even a 10-second video ad is too long for Gen Z. They will skip it if there is nothing that grabs their interest in the first few seconds. Gen Z demands short, snackable content that lures their attention toward your brand.
4. Partner with Influencers
Not everyone has the marketing budget for a major celebrity endorsement, but you cannot ignore the growth of influencer marketing. In 2021, this market expanded eight times to $13.8 billion from $1.7 billion in 2016. You do not need big bucks to make an impact. Partnering with trusted Gen Z micro-influencers or local celebrities in your area is a great way to test a social campaign before investing more.
5. Online Reputation Matters
Gen Z has the willingness and resources to research before they buy. Product reviews, business reviews, and star rankings weigh heavily on their purchase decisions. Make sure your online reputation is strong and that you stack up against your competition.
Take Action Now
If you take one thing away from this, let it be this: don’t wait until the Gen Z buyer is here, because by then it will be too late. Hire them. Begin to understand them. Figure out how to sell to them. You will not be able to avoid the Zoomers if you want to ensure the longevity of your business.
Want more insights like this? Check out my Conquer Local Podcast for weekly episodes on mastering sales and growing your business.