They have many names: Generation Y, Millennials , Digital Natives. One thing telegram data is for sure: they are disrupting the business world.
Today we are going to look at the relationship between Generation Y and Marketing from the perspective of B2B sales cycles. How to sell to Generation Y? What type of argument seems more favorable to them? What type of content are they more sensitive to?
Since not everyone has a sociology degree, we're going to explain what Generation Y is.
Generation Y is commonly referred to as those born in the 80s or 90s, or even up until 2000. Their value system has been turned upside down by the arrival of the Internet, television and video games, and they have less trust in traditional value bearers.
They are very different from traditional buyer profiles, because their references are not the same. They are the only generation of workers not to have experienced the pressure of the Cold War or to have lived in a country at war. However, they have been constantly bombarded with the "duty to remember."
In terms of sales pitch, they didn't experience the highly oriented post-war pitches. Generation Y grew up with mass advertising and very pushy pitches , from which they tend to distance themselves.
It is still the analysts who lead the dance. The big, recognized figures have a significant weight in the purchasing process, even among this generation.
They are not interested in "sales literature" and product brochures at all. Even though face-to-face meetings with salespeople remain a preferred means of influencing the decision-making process.