By Troy Harrison – Sales Navigator
I’ve been writing a lot in the last couple of years about the need for salespeople to adapt to the different styles of younger buyers. It’s a vital issue for our profession, but it only tells half the story. It’s true – Buyers are getting younger. Salespeople are getting younger, too. But not all buyers got the memo, and that means that we need to talk about the other side of this coin.
While Millennials make up 55% of B2B buying decisions, that still leaves 45% in the hands of Generation X and Baby Boomers – and that’s a significant chunk of the market that younger salespeople can’t afford to ignore. The challenge? Many younger salespeople have grown up in a text-heavy, LinkedIn-driven world, but older buyers often (but not always) operate by different rules. And when I talk to my clients, I hear stories of younger salespeople struggling with this issue.