By Troy Harrison – Sales Navigator
I’ve been in sales quite a while. And when I started in sales, the rule I was taught was that “People buy from people they like; get to know about their kids and their hobbies, and you will be able to sell to them.” Well, that’s changed. Younger buyers – Milllennials and Gen-Zers – are moving into positions of buying authority, and their yardstick for a successful seller isn’t about finding common personal interests, but rather about solving business problems. We’re in the midst of a seismic shift in how relationships are built in the sales world, and if you’re not adapting, you’re falling behind.
For decades, the mantra in sales has been “build personal relationships first.” We’ve all been there – talking about golf, kids, or the latest binge-worthy TV show before even mentioning our product or service. Or, worse, the old “fish on the wall” sales tactic (barf). And for a long time, this worked, especially with Boomer and older Gen X buyers. But times are changing, and so are buyer preferences. Nobody is going to give you 30 minutes to talk about football before you start addressing their work issues.
Enter the era of business-based relationship building. Younger buyers – late Gen X, Millennials, and Gen Z – are flipping the script. They want you to prove your worth by addressing their business needs first.