Millennials are the rising decision-makers in the sales and specification process

Millennials, are now the largest generation in the workforce. By 2025, they are expected to make up 75% of the global workforce. This shift in demographics means that millennials are also becoming increasingly important decision makers in the sales, specification and business development space.

There are a number of reasons for this trend. First, millennials are simply getting older. As they move into more senior positions, they are taking on more responsibility for making purchasing decisions. Second, millennials are more tech-savvy than any previous generation. They are comfortable using online resources and social media to research products and services. This means that they are more likely to make informed purchasing decisions, and they are less likely to be swayed by traditional sales tactics.

How business development and account management will need to adapt

• Focus on building relationships. Millennials value relationships over transactions. They want to work with salespeople who understand their needs and who can offer them value-added solutions.
• Be transparent and authentic. Millennials are skeptical of sales pitches. They want to work with salespeople who are honest and upfront about their products and services.
• Use technology to your advantage. Millennials are comfortable using online resources and social media. Use these tools to connect with them and to provide them with valuable information.
• Be consultative. Millennials want salespeople who can help them solve problems and achieve their goals. Be prepared to offer them expert advice and guidance.
• Understand their values. Millennials are more likely to buy from companies that share their values. For example, they are more likely to buy from companies that are committed to sustainability and social responsibility.
• Be mobile-friendly. Millennials are increasingly using their smartphones and tablets to research and purchase products and services. Make sure your website and marketing materials are optimised for mobile devices.
• Use social media. Millennials are active on social media. Use these platforms to connect with them and to share valuable content.
• Personalise your approach. Millennials appreciate it when salespeople take the time to personalise their interactions.