BMI Microsoft Dynamics NAV Blog

It’s Easy to Sell to Millennials. Just Give Them What They Want.

Posted by Craig Greitzer on May 7, 2018 5:47:28 PM

 

Cheering Millennial-3

Millennials are often identified as being between the ages of 18-34, though there are some who argue they should be classified more loosely by how they act. They spend about $1.3 trillion annually and by 2020 will make up 50% of the workforce in the US. 80 million millennials are members of a generation that you shouldn’t ignore.

To capture their attention, it may be necessary to rethink how you message to them. Here are some suggestions for making a connection:

They are Brand Conscious

Like many of us; millennials want high quality, but sometimes can’t afford it yet. They have become fierce online shoppers, looking for the best deals. Think about offering a name brand at a special price to catch their attention. Remember to always suggest top name brands first.

Keep Your Promises

Millennials have been marketed to since they were being pushed in their baby jogger carriages. They have a keen eye for discerning what the truth is, and as a rep, you must do everything you say you will do or they will drop you like an overheated cell phone. Want to win them over? Be straightforward and honest.

All Natural All the Time

Millennials trust what their family and friends think and consider their opinions before buying a product. Remember, they are a group who posts all sorts of things on Facebook and Instagram and will rely on feedback from their friends before they will listen to a sales rep.

 A top priority for millennials is how easy is it to do business, more than any other generation. This has led to major brands being less focused on a lengthy selling process and more focused on showing them how their product solves their problems to move them in and out of the sales process quickly.

 This generation is looking for authenticity in the people they interact with, and the way products are made. Look at the campaigns out there from major brands, like Real Beauty by Dove, or the push for ethical treatment of animals (free-range chickens).

Give. Give. Give.

The philosophy of “always be giving” appeals to millennial buyers. Building trust comes from consistently giving value including industry insights or other content that interests them. No matter what you are selling, watch what happens when you offer an infographic on the best way to take pictures on your smart phone.

For Them, It’s All About Social Equality

The causes and issues that millennials support include equality between men and women, race equality and gender and sexual equality. Be careful that you don’t step on these sensitivities as you will drive them away.

On the other hand, if they are happy with you, they won’t hold back with selfies and recommendations about you on social media. They can be your best P.R. team.

Give to Social Causes to Get Their Attention

Corporations that give back to people in need have more appeal to Millennials who prefer to support a social cause rather than contribute to corporate greed. It humanizes and shows the values of a company.

For example, Bombas is a sock company who donates a pair of socks for every pair purchased. As they state on their website:
“Socks remain the #1 most requested clothing item at homeless shelters. So for every pair of Bombas you purchase, we donate a pair to someone in need. So far, you've made over five million small acts of human kindness possible. We can't thank you enough.” Retrieved from https://bombas.com/
Corporations such as Starbucks, Ben & Jerry’s, Method, and Whole Foods have demonstrated that social giving results in a brand reputation that attracts more business. 

Please join the conversation by commenting below on how you attract millennials to your business. 

Business Management International (BMI) is dedicated to bringing business technology to companies to help them compete. We’re not afraid to offer radically great customer service and proudly offer Microsoft Dynamics NAV and Dynamics 365 Business Central to solve real-world business problems. www.bmiusa.com.

 

Topics: Microsoft Software, BMI Software, Customer Service

Who Says Independent Distributors Can't Compete with the Big Box Giants?

Posted by Craig Greitzer on Aug 11, 2017 12:49:18 PM

 

Compete_1.jpeg

 I talked to an independent distributor the other day, and he let me know what a tough time he had competing with big box etailers and retailers’ huge discounts and wide-ranging product offerings. So he changed his approach.

He makes it easy for consumers to do business with him by automating the ordering and sales process. He offers free shipping, a generous return policy, and as a small, agile business, he can broaden his ecommerce channels through social media and flash sales.

Studies show that the social network quadruples a retailer’s message online. Not only that, but friends who share good deals with their friends have the credibility that no big box company can match.

Here are some action items to take if you want to win against the power channel:

  1. Compete by offering free shipping or free upgrades to shipping. Multiple shipping options are a mighty conversion tool. You can make your customers happy by letting them know they are getting a great deal. Emphasize the pain they feel when they buy an item elsewhere and then end up paying $100 in shipping charges.
  2. Don’t even try to compete on price - you won’t win against the big box retailers. However, you will win if you offer a customer experience that they can’t resist. Be personal, use their names in correspondence. Use buying history to offer more of what they want. “Dear Sue, we noticed last month you ordered some computer paper, and we’d hate to see you run out right before a big presentation. Just fill out the form below, and we will have your order on the way with Bob, our delivery driver, who knows exactly where to deliver it. Big box stores will have a hard time duplicating the level of service you can offer. They are concentrating on a volume play. You can win with your attention to detail. How many times have you walked into a big box store and were ignored by three workers with no more knowledge than you?
  3. A strong online presence is essential to attract new customers. Get the word out and the sales in your carts by creating an easy-to-use eCommerce site. Your goal is to make it easy to buy and easy to return so they will buy again.
  4. Sell value, not price. I once had a dry cleaner who was further away than other local dry cleaners. However, that didn’t stop me from driving across town to bring my business to them. Why? Because they were smart enough to send me weekly tips about how to care for different fabrics. A big snowstorm hit our region, and they sent me an email with a list of fabrics NOT to wear in the snow so they wouldn’t be damaged. Not only did they share their expertise, but I learned to trust that they would know how to handle my clothes.
  5. Define your niche and beat the pants off Amazon. Look at a company like GoPro. Yes, you could order it on Amazon, but if you are a fan of GoPro you want to buy from GoPro where all those geeky experts live. With 3.5 million followers there is a reason they have a loyal base. Their top-notch customer service beats Amazon because they know the answers to your questions.
  6. Be radical. Make a deal with a popular pizza restaurant and offer your office product customers free pizza with every 5th order. Alternatively, send Starbucks cards when they reach a certain dollar value in orders. The folks who place those orders will remember you as they enjoy a pizza lunch or coffee the next day and they’ll come back for more.

What are some of the ways you compete with the big box companies?

Please comment below; we’d love to hear your story.

Business Management International (BMI) is dedicated to bringing business technology to independent distributors to help them compete. We’re not afraid to offer radically great customer service and proudly offer Microsoft Dynamics NAV to solve real world business problems. www.bmiusa.com

Topics: Dynamics NAV, Business Software, E-Commerce, BMI Software, Customer Service