The business landscape is evolving, and with it, the expectations of B2B buyers. Millennials and Gen Z, the digital natives, are now key decision-makers. To succeed, businesses need to adapt their sales processes to cater to these tech-savvy generations.
Understanding the New Buyers
- Millennials: Born between 1981 and 1996, they value self-serve options and online research. They are twice as likely to discover products online.
- Generation Z: Born between 1997 and 2012, they are the first true digital natives. They are pragmatic spenders and value authentic reviews.
Shifting Needs of B2B Buyers
The TrustRadius 2023 report highlights:
- Most buyers prefer self-service options.
- Free trials are crucial for 77% of buyers.
- 97% want a single, centralized resource for buying research.
Brand trust is now more important than personal relationships. 44% of Millennials prefer no sales rep interaction during purchase.
Adapting Your Sales Process
- Provide Self-Serve Options:
- Free trials, demos, and transparent pricing.
- Sales teams should support these efforts and be ready when buyers are ready to talk.
- Lead with Your Product:
- Weave discovery into demos.
- Offer self-serve demos.
- Mirror B2C experiences.
- Share Expertise:
- Sales reps should be content experts and add value.
- Managers should encourage market knowledge and training.
- Show Personality:
- Use humor and authenticity.
- Build trust and brand loyalty.
- Omnichannel Experience:
- Be available on various platforms like social media, SMS, and video chats.
- Utilize a CRM to centralize communication.
- Partner with Like-Minded Brands:
- Build trust through strategic partnerships.
- Create an ecosystem for customers.
- Use Customer Stories:
- Encourage reviews on third-party sites.
- Create relatable customer stories on your website.
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The Future is Now
Millennials and Gen Z are the present and future of B2B buying. Adapting to their needs is essential for businesses to thrive. By embracing self-service, authenticity, and omnichannel experiences, businesses can build trust and loyalty with these new generations of buyers. Remember, the future is digital, self-served, and personalized.
