But before we dive right in, let us introduce ourselves in case this is your first visit. Welcome to the Sell or Die Podcast. We’re your hosts, Jeffrey & Jen Gitomer. Between the two of us, we’ve written the books The Little Red Book of Selling, Sales in a New York Minute, plus 15 other best-selling books. We’ve also created the 7 figure sales formula program and the Breakthrough Business Babe Community.
Sell or Die is for sales professionals, sales managers, entrepreneurs, and business owners who want to sell more at full price, earn loyalty, and have an unlimited stream of referrals. Every single episode will give you real-world, easy-to-implement solutions so that you can get your calls returned, your proposals read and acted on while creating relationships that you can take to the bank.
It’s time to sell or die…
Check out the points below to read insights from our conversation with Jason. For even more details on each point, listen to ALL of episode 540 of the Sell or Die Podcast on your preferred streaming platform!
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Gen Z is the generation right after millennials. The defining moment in history that separates these two generations is 9/11. Millennials are old enough to remember 9/11, and Gen ZERS are not. The oldest members of Gen Z are around twenty-four. They are also not old enough to remember a time without the internet or smart phones. Millennials, on the other hand, are old enough to remember a time without them, and more than likely spent the bulk of their childhoods without them. The fact that they have always had access to and knowledge of smartphones drastically shapes the way Gen ZERS communicate, buy, and build trust.
Gen Z is the fastest growing generation in the workforce and the number one driver of consumer trends in the United States. Another interesting point about Gen ZERS is that they are saving money at a much younger age. They are being parented to be generally more self-reliant and responsible. When it comes to schooling, they are still enrolling in higher education at the same rates as generations before, but researchers are interested to see if and when they finish schooling. They’re also interested to see how many of them will choose online learning over in person learning.
Gen Z is video-driven. Copy-heavy ads won’t work for them. Short form pieces land better with them. With social media, Gen Z is mostly on Instagram, Snapchat, and TikTok, NOT Facebook. Remember that you need to use their platforms if you want to speak to them.
Gen Z cares deeply about social causes, and this influences their buying patterns. The causes they care most about are climate change and social justice. It’s important to them that the brands they buy from are doing some good in the world and don’t just care about making money. Gen Z values action. Something like seeing images of brands volunteering in their local community would speak to them. DON’T just hand out a check. They’re not even that familiar with checks! They want to see action. Showing support for social causes is a huge influence of Gen Z buying behavior.
The oldest members of Gen Z were the number one generation to lose their job, take a reduction in pay, or a reduction in hours as a result of the pandemic. However, the youngest members of Gen Z are still in school and had to adapt in a different way. The younger members will have an opportunity to learn from the older members as they move forward in life. Millennials feel they’ve been “bookended” by different financial crises– first the recession and then the pandemic. Baby boomers had to dip into their emergency savings, both to help themselves, but often, to help their children as well.
Jason says we need to stop the rhetoric of “We’re all in this together.” He said this does not actually evoke a feeling of empathy. Everyone is experiencing the pandemic differently, so this kind of message feels shallow to most people. What’s more important is to send a message of empathy. If you as a brand understand exactly what your audience is going through as a result of the pandemic, people will connect with that message so much better.
Adaptation is crucial for sales. Remember that someone will adapt to this generation. Is it going to be your competitor, or is it going to be you? If you don’t start speaking to Gen Z, you’ll miss out on a huge opportunity.
To learn more about Gen Z and how to market to them be sure to listen to episode 540 of The Sell or Die Podcast!
Thank you so much for listening to Sell or Die! We hope that this episode helped you understand the differences and commonalities among the generations and how this influences your sales.
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Known as the King of Sales, Jeffrey Gitomer is the Author of 16 best-selling books including the Little Red Book of Selling, the Sales Bible, and his newest book Get Sh*t Done. In 2008, he was inducted in the Speakers Hall of Fame – the highest award in the speaking industry. His world-class list of clients include companies from Fortune 500 companies around the world. His digital Learning academy and signature course, The Seven-Figure Sales Formula, offers individuals and teams real-world sales strategies they can implement immediately.
Jen Gitomer gained her prowess in NYC as both a salesperson and award-winning sales leader for a Fortune 500 company. She is the best-selling Author of Sales in a New York Minute, CEO and Founder of Breakthrough Business Babe and a master business growth coach.
Jeffrey and Jen thank you, Diehard, for helping Sell Or Die achieve more than 2 million downloads!