Millennials are a major force in the use and acquisition of printing. Though it is hard to generalize about an entire generation, it is important to know how they are influenced. Just as generations past, they are described in unflattering terms. They are smart and want to succeed like everyone else. We still run into print providers who stereotype this generation as difficult to work with and miss important selling opportunities.
Millennials Are Largest Group Ever
The work force is now dominated by 18 to 36 year old millennials. This group represents 25% of the entire population and is the largest group in history. Today they represent 25% of decision makers and will soon grow to dominate the market. Those who ignore them do so at their own peril. The good news is that research tells us that they are still using and valuing print books, circulars and direct mail as long as they are relevant to them. They seem to like the emotional connection that physical print can bring.
They are the first generation that was brought to the workforce with a completely digital upbringing. This poses two challenges for print marketers. One is organizing sales and marketing efforts around a different way of buying, and the other is educating potential print buyers on the value of physical communications.
What Makes Them Different
Just like any other type of generational group, sellers must adjust. Sell to them appropriately and they will be loyal customers. What makes them different?
1. They have been brought up in digital
This is the first generation that has been immersed in digital media and devices their entire lives. They know and care less about print than the previous generation. In fact, much of what they have heard may not be correct. Print is sustainable, effective and has a high ROI.
2. What they want, they want FAST
They buy on-line at sites such as Amazon or Google. Not only is what they sell available now, there is often no charge to have it sent. Individuals in this group want to be treated specially and individually.
3. They will not just rely on a supplier’s claim
They are very comfortable researching everything on line. They will not call a printer until they have formed an opinion based on a web search or on social media networking.
4. Bureaucratic rules and policies common in the printing industry are not welcomed
They are accustomed to getting it their way. Any of the popular social media sites they use are completely personal and customizable. Print is more difficult to produce than digital media. This can present challenges for Millennials in design and production.
5. They will pay extra
Millennials are perfect candidates for personalization and cross media campaigns. Research shows that they are loyal to their brands. They will get beyond the price game if they can see how print fits into the big picture.
Ryan Doran, millennial and creative director of Turkois Design said, "There is a massive opportunity to create printing relationships with ‘millennial’ clients. The real disconnect is in fluency. Lost-in-translation equals lost sales. Traditional printers have an often untapped value and can benefit from playing the sage guide rather than the entitled merchant. It’s as simple as taking the time to inform your customer. If you talk to them like an equal working towards a goal you might even pick-up a tip or two from their own digital work-flow."
Recommendations for Sales Success to Millennials
Some of this may be obvious, but in our experience, this is not enough of a common practice to impact the vast millennial market. Based on a great deal of anecdotal evidence and research, here are some recommendations for the sales process:
1. Get there first
You know the buying process is changing. Get there before all decision criteria is established. Most opportunities are decided before the first sales call is made. Expect decision makers to research alternatives thoroughly before calling. That means networking, going where the buyers are and providing lots of educational information for millennials.
2. Help Them with Print
These are not old time print buyers who are experts in the specifying, design and production of print. Show them physical samples to gain emotional connection. Show them how print connects them to other media. Do not bog them down with printing bureaucratic procedures and jargon.
3. Think, Act and Speak Digital
Millennials have grown up with technology. The pressure is on print salespeople to speak the language of digital and digital media. Knowing the details of how digital campaigns are created and produced will gain huge credibility with this generation. Sharing cross media and personalized printing builds confidence in printing. Also, the production of printing is exciting with many advanced technical features. Share with them the best samples you have.
4. Manipulation will not Work
Millennials may wear jeans and flip flops to work, but don’t be fooled. They are results driven and see the big picture. What is different about this group, they are turned off quickly by pressure and manipulating sales tactics of days past. Scare tactics such as the price is only good to the end of the week or if you do not order right now, we will not make the deadline. Keep presentations short and provide interesting solutions to business problems.
5. Handle the Unsaid Objection
With this generation, the difficult objection is often not stated. Questions about the effectiveness or ROI of print as a communication media is often on the minds of millennials. Printing is perceived as expensive. Most buyers are influenced by what they know best. Print is often a mystery. The message of the environmental unfriendliness of printing is pervasive in many forms in our social and business culture. It is not true and must be addressed with facts. Sharing case studies and examples that address these hidden objections is a smart way to sell.
We have a huge challenge as sellers of print. Most of our customers will soon be from generations that have grown up connected and on line. We have a great story to tell. Print is dynamic, interesting, high tech and effective. This story must be integrated in a professional selling approach.
Joe Rickard is the founder of Intellective Solutions. Intellective Solutions (www.intellectives.com) is a consulting and training company. They work with printing and technology organizations to improve their sales, marketing and operational effectiveness.