Millennials
I just snuck into the age bracket.
They seem to be the most elusive demographic to sell to right now.
They’re green tea drinking, keep-cup toting and want so much more than the previous generation.
Or do they?
Or are they simply misunderstood?
I remember receiving an email enquiry at midnight a few years ago from a buyer on a 3 Bedroom apartment, to which I eagerly responded.
I spent the next 2 days answering all of her questions via email and was ultimately rewarded with a private inspection of the property she was interested in.
Up until this point, not one single phone call was made and when we met, I was surprised that she was under 30. Within 24 hours, she emailed me a cash offer with no conditions.
She turned out to be a tech entrepreneur who had already built and sold multiple businesses.
So what is it about Millennials we need to take heed of because trust me, they will rule the world one day.
These Millennials are young, ambitious and with their best earning years still ahead of them so inevitably, marketers across the world are all competing to win their business.
So how do you effectively communicate with a Millennials when they are painted as the most elusive of all generations this past century?
Or more importantly, how do you gain their attention and earn their trust? Here are some Dos and Don’ts from my experience:
- Don’t phone them – That’s right, their smartphones are not to answer calls anymore! Phone calls are now often seen as an interruption and too confronting without forewarning. If you want to call, make sure you send them a message to ask for permission or schedule a suitable time. I’m not joking. Most of the time they just won’t pick up but if you send them an email or text, expect lightning fast response. Other acceptable communication tools are FB Messenger, WhatsApp, LinkedIn, Instagram or WeChat if you’re liaising with a Chinese tech billionaire.
- Don’t post anything to them in the mail – I remember sending out 30 invitations for an event, I was shocked to learn that nearly half of them had not checked their PO or letterbox for over a month when I rang to confirm attendance. Some invitations never arrived at all. Moral of the story? Don’t trust Australia Post and next time I’ll just set up a FB event or do a mass email instead!
- Don’t give them a sales pitch, tell them a story – Let’s face it, there is nothing appealing about the idea of a traditional sales pitch and Millennials are simply too savvy so throwing in a set of steak knives unfortunately won’t help you close that deal. Tell a story to create a connection so they can relate to your brand on a personal level. Stories make you unique. And if you can weave in a bit of Simon Sinek, BINGO!
- Be authentic – Millennials don’t care that you’re not perfect, in fact they see beauty in vulnerability. Don’t be afraid to show your flaws because as long as you’re competent, sincere and genuine, chances are they already like you. And trust me, that’s half the battle.
- Be quick to the point – Time is money and their attention is your currency. Rambling or dancing around the truth will only upset them. They will appreciate your transparency.
- Google them– This is like digital networking, a Millennial wants to know that you’ve done your research on them in advance, chances are they have done the same to you. And who wouldn’t feel appreciated if you let them know that you were also part of the Buffy Fan Club in high school.
In summary, Millennials are more globally connected and progressive than their predecessors so if you’re looking to grab their attention and win their business then show them that you get it.
