Attracting a New Generation Prospect - Millennials

The world as we know it is changing...

In fact, it is estimated that 73% of B2B decision-makers are now - Millennials!?

This is the age group who are 25-40 yrs old now. They are moving into positions of influence and decision-making, as the older generations move on.

Bob, who was lead designer on that legacy program, has retired. And Seth is now working on the new designs and platforms.

And whether we like it or not, Millennials put a high emphasis on their values?when making buying decisions.

So how do your Marketing and Selling efforts adjust to this change?

Though it sounds a bit "mushy", highlighting your values - the how & why behind?what you do - has become a mission-critical component of today’s marketing?strategies...

Here are 3 ideas to leverage your values in a way that can turns more heads,?add more value, and keep younger prospects more interested and loyal to your?brand and mission.

1. Start With Unique Values

First things first: define your values.?

The standard values of “high quality” or “strong customer service” are table stakes.??

So you’ve got to dig deeper to really identify which of your values stand out.?

An example is Zappos - "to deliver WOW through service." They go on to define it:

“To WOW, you must differentiate yourself, which means doing something a little?unconventional and innovative…whatever you do must have an emotional impact?on the receiver.?

That’s the key. Just having values isn’t enough. Find values - or ways to express?them—that leave a memorable impression.

2. Align With Your Target Audience’s Values

There is, of course, huge diversity in what individuals value. But there are some?broad trends that can be observed in Millennial values. In general, they are:

• More skeptical than other generations, and therefore value transparency.
• Digital natives, and therefore value accessibility of information.
• Identify with their political beliefs, and are more likely to value things like?diversity and sustainability.

Of course, what really matters is meeting your customers' values.?

The best thing you can do to uncover them - is to ask for feedback.?

Discover their values, and explore which ones align with how you work.

3. Make Sure You’re Actually Living Out Your Values

Nothing turns off a Millennial B2B buyer (or anyone really) like hypocrisy.? Challenge yourself and your leadership team to find authentic ways to uphold?your values.

Consider:

• How can you bring your values into your buying experience, messaging, or?product?and service offering??
• How might your company engage in charity work??

It’s not enough to have a poster in the conference room with “Our Values”.?

Some ways to leverage your values:

1. Make them crystal clear, front and center, with every new prospect.
2. State them clearly in your marketing messaging, on your website, and on?your packaging.
3. Make them the forward thrust of your sales pitches.

To put your company's values to work in your sales & marketing, ask yourself:

• Are your values clear and unique?
• Do your values align with Millennial buyers?
• Are your values an integral part of our product, service & pitch?

Nail these, and you’ll watch your business stand out in a crowded market- all?competing for the attention of Millennial buyers.?

What do you think?

Use the comment area below and share your experience or advice on this topic.

Rich Kohler is a Business Growth Expert. His company, Kohler Consulting Group specializes in helping CEOs and Marketing Executives of Mid-Sized Aerospace & Defense firms confidently navigate change, reduce risk around their strategy, build growth momentum.

A former Fortune 500 Executive, he has helped BAE SYSTEMS, Eaton, GE Aviation, Smiths PLC, Transdigm address intensifying competition, rapidly changing markets & technology, declining profit margins to regain growth momentum, maximize profitability, realize their full potential.

We apply a comprehensive CEO perspective to attack growth on multiple fronts, utilize proprietary & globally proven systems, methodology and combine consulting, coaching, and training to produce significant near-term results. We focus first on enhancing profitability, then pursue growth.? We also apply a unique approach - designing customized strategies “Built from Within” that are right for your business - fully leverage your unique organization capabilities…so you can accelerate profitability and sales growth in any economy.

Serious about growth and moving to that next level of success? ?Contact Rich at: [email protected] .