Sales has long been epitomised by the high-pressure, cut-throat environment famously depicted in the play and film Glengarry Glen Ross. So much so, that many Boomer and Gen X sales managers will happily parrot its most famous quotes as if they were the definitive guide by which to build a high performing sales team.
In this analogue world, a traditional, aggressive sales strategy was the gold standard, catapulting the mantra "Always Be Closing" into the lexicon of at least two generations.
However, the modern workforce, particularly Generation Z, brings a new set of values, expectations, and skills to the table. This shift requires a reevaluation and update of the traditional sales methodologies to align with a diverse, socially conscious, and technologically adept workforce.
The Glengarry Glen Ross era
Glengarry Glen Ross portrays a bleak and competitive world where salesmen are driven to unethical behavior by the intense pressure to succeed. The sales techniques and attitudes depicted in the film are outdated, focusing on manipulation, relentless pressure, and an almost war-like mentality towards sales.
The modern sales landscape
Today's sales environment is vastly different. Gen Z salespeople are tech-savvy, value-driven, and crave meaningful feedback and ethical business practices.
According to a report by Visier, Gen Z employees are more likely to prioritise work-life balance and corporate social responsibility than previous generations. This necessitates a shift in sales training and management strategies to accommodate these new priorities.
Two very different perspectives
To understand what needs to change, perhaps the best place to start is by understanding the differences, and just how far apart these two cohorts are. For the purposes of clarity, we’re using the term “modern” and “Gen Z” interchangeably, and using “traditional” and “Boomer” similarly. That’s not because we’re trying to start yet another intergenerational pile-on. Nor are we suggesting that entire decades of individual salespeople take an identical approach to their peers and cannot understand and respond to the needs of changing societal expectations.
No - we’re generalising to simplify the message and help get across the key points, in the hope that this helps those looking to improve their understanding and better manage the people around them.
The traditional sales manager perspective
Let’s look at some of issues raised by traditional sales managers:
"The new generation is too dependent on technology; they need to learn the art of face-to-face communication." (Forbes)
"I had a Gen Z team member quit because they felt their work wasn’t impactful enough. They need to understand that sales is a long game." (Reddit)
"One Gen Z employee refused to cold call because they found it 'demeaning' and left the job within a month." (Reddit)
"New employees last a week or so then are gone. It’s frustrating to see such a high turnover rate." (Reddit)
"I had a Gen Z salesperson who would only communicate via text, refusing to make voice calls or meet clients in person." (Washington Post)
"Many Gen Z employees seem less willing to endure the ‘grunt work’ necessary to succeed in sales." (Forbes)
Cutting. They picture Gen Z as tech-obsessed, but obsessed with the wrong sort of tech. Terrified of human interaction, verbal or face-to-face. Uncommitted. Short-term focused. Unwilling to put the hard yards in.
We don’t think these sales manager views are very different from the views held by a large swathe of the older generation irrespective of what field of work they’re in.
In fact, this excellent video shows that these are the views held by older generations of younger generations almost since the start of modern human life on earth. The younger generation is feckless and lazy, full-stop.
The Gen Z perspective
But how about we give today’s younger generation a chance to speak:
"I love the challenge of selling and the dynamic nature of the job, but I struggle with the rigid targets and lack of meaningful feedback." (Reddit)
"Sales is exciting, but I wish there were more emphasis on how our work impacts the larger goals of the company." (Visier Report)
Again, these views aren’t necessarily exclusive to a sales environment. But perhaps it’s surprising to see how much they are at odds with what traditionalists view “sales” as.
It’s easy to see how the collaborative, authentic, nurturing, purpose-driven (dare we say “woke”) ethos of Gen Z might sit easily within a marketing department, or sustainability team. But up against the Alpha Bro, ego-driven, win-at-all-costs mentality traditionally expected within the sales function, it just grates so much more.
Yet these are the expectations of this generation. They are not uncommitted, but they expect to brought onboard so they understand what they are expected to commit to. They don’t dislike the cut and thrust of the job, but they want to understand how their activities contribute to the desired results. They don’t believe they are the finished article with nothing more to learn, but they expect to be properly guided as to where they have weaknesses and how they can improve.
And they’re not lacking grit and likely to quit at the drop of the hat, but they’re not prepared to put up with poor management for the sake of a pay-cheque.
Bridging the gap
If we take the view that there’s more that unites than divides these generations of salespeople, then now we must seek ways to bring them closer together.
We feel it falls upon the more senior side of the equation to make the first move and reach out across the divide, since experience brings with it exposure to the idea that there are always different ways of solving problems.
With that in mind, let’s look at some critical areas where our processes, systems and general approach to people can we overhauled, adjusted or simply fine-tuned to get the best our of the next generation:
Relationship Building:
Traditional: Focus on long-term relationships and trust-building.
Modern Approach: Utilise social media and digital tools to connect and build relationships with clients. Gen Z salespeople excel in leveraging platforms like LinkedIn and Twitter to establish and maintain client relationships.
Sales Pitch:
Traditional: Structured, scripted pitches often delivered in person.
Modern Approach: Personalised, authentic communication that leverages data analytics for targeted pitches. Gen Z values authenticity and transparency, preferring to engage in genuine conversations rather than delivering rehearsed pitches.
Feedback and Development:
Traditional: Annual performance reviews.
Modern Approach: Regular, real-time feedback through digital platforms. Gen Z employees thrive on continuous feedback and opportunities for professional growth.
Data-Driven Decision Making:
Traditional Approach: Sales strategies based on intuition, experience, and broad market research.
Modern Approach: Gen Z salespeople thrive on data and analytics. They prefer using real-time data to inform their strategies and decisions, integrating advanced CRM systems and AI tools that can provide insights into customer behaviors, preferences, and trends.
Personalised Customer Experience:
Traditional Approach: Standardised pitches and uniform follow-up strategies.
Modern Approach: Leverage data to understand individual customer needs and tailor communications accordingly, understanding their specific challenges and presenting solutions that are uniquely suited to them.
Emphasis on Ethical Selling:
Traditional Approach: Aggressive tactics and high-pressure sales; closing the sale rather than creating customer satisfaction.
Modern Approach: Gen Z values ethics and transparency in sales. They prefer building trust and long-term relationships over quick wins: honest about product capabilities, not overpromising, and ensuring that the customer’s needs are genuinely met.
Collaborative Selling:
Traditional Approach: Sales was seen as a solo endeavor, with individual salespeople working independently to achieve their targets.
Modern Approach: Gen Z values collaboration and teamwork, leveraging the strengths of the entire team, involving cross-departmental collaboration to ensure a cohesive approach and the best customer outcome.
Social Selling:
Traditional Approach: Cold calling is standard practice in the traditional sales playbook, and seen entirely as a volume game.
Modern Approach: Gen Z salespeople are adept at using social media for lead generation and nurturing, to engage with potential clients, build relationships, and establish trust before making a sales pitch. Phones still deliver conversion rates as part of a mix of channels.
Strategies for success
So let’s assume that traditional sales managers are willing to reach out with an olive branch and change themselves or at least their businesses to better accommodate Gen Z and beyond, then what practical adjustments can be made?
Our view is that you can address three main areas: training, motivation and communication (especially feedback).
Some ideas include:
Training Programs:
Interactive learning: Incorporate gamification and e-learning modules to make training engaging. Digital natives, Gen Z employees respond well to interactive and technology-driven training methods.
Mentorship: Pair Gen Z employees with experienced mentors to balance tech-savvy approaches with traditional wisdom. This not only helps in skill development but also fosters a sense of belonging and support.
Motivation and Retention:
Clear career paths: Outline clear, attainable career progression routes. Gen Z employees are ambitious and seek clear paths to advancement.
Work-life balance: Promote a healthy work-life balance to align with Gen Z’s values. Flexible working hours and remote work options can be significant motivators.
Feedback Mechanisms:
Continuous feedback: Implement platforms for ongoing feedback and recognition. Real-time feedback helps Gen Z employees stay engaged and motivated.
Impactful work: Connect daily tasks to larger company goals to provide a sense of purpose. Highlighting the broader impact of their work can enhance job satisfaction.
Gen Z as the buyer
Not only are Gen Z now integral members of sales teams, but they also represent a significant portion of the consumer market, or purchase on behalf of businesses across the world. As buyers, their preferences and behaviors differ markedly from previous generations, necessitating a transformation in sales methodologies. Companies must adapt to these changes to successfully engage and convert this tech-savvy and value-driven demographic.
Gen Z buyers often prefer less direct interaction, leaning towards self-guided product discovery and online research. They value transparency, ethical practices, and personalised experiences, expecting companies to provide detailed information about products and services upfront. This shift means that traditional sales tactics, such as high-pressure pitches might be less effective. Instead, companies should focus on creating comprehensive digital resources, such as detailed product descriptions, customer reviews, and interactive demos, allowing Gen Z buyers to explore and evaluate options independently.
Moreover, the communication preferences of Gen Z buyers highlight the need for a multi-channel approach. They are more likely to respond to text messages, social media interactions, and emails (although increasingly less so). Utilising social media platforms for engagement, providing instant messaging support, and maintaining a robust online presence are crucial strategies. These channels not only meet Gen Z buyers where they are but also allow for more personalised and timely interactions, building trust and fostering long-term relationships.
Adapting sales methodologies for Gen Z
To effectively cater to the evolving expectations of Gen Z as both sellers and buyers, sales methodologies must be flexible and adaptive. This involves embracing digital tools and platforms that facilitate self-service options and real-time engagement. Sales teams should be equipped with advanced CRM systems that provide insights into buyer behavior and preferences, enabling them to tailor their approach accordingly.
Additionally, fostering a culture of continuous learning and adaptation is essential. Sales teams should be trained to understand the unique motivations and pain points of Gen Z buyers, leveraging data and analytics to refine their strategies. This includes offering value-driven content, such as educational webinars, informative blog posts, and interactive product tours, that resonates with Gen Z's desire for meaningful and impactful interactions.
By aligning sales methodologies with the preferences of Gen Z, companies can not only enhance their engagement and conversion rates but also build a loyal customer base that values authenticity and transparency. Embracing these changes will ensure that sales teams remain competitive and relevant in a rapidly evolving market landscape.
In summary
The transition from the Glengarry Glen Ross style of sales to a modern, inclusive, and ethical sales strategy reflects the changing values and expectations of the workforce.
By understanding and integrating the perspectives of Gen Z salespeople, companies can create a more effective, motivated, and loyal sales team.
The key lies in balancing traditional sales wisdom with modern, technology-driven approaches to meet the needs of a diverse and socially conscious workforce. By integrating these insights, sales teams can create a supportive, effective, and modern work environment that capitalises on the strengths of all generations.
References
For further reading and resources, please refer to the following articles:
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