Invisible: How Millennials are Changing the Way We Sell

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Product Details

  • ISBN-13: 9780983302094
  • Publisher: Triple Nickel Press
  • Publication date: 6/20/2012
  • Pages: 136
  • Product dimensions: 9.00 (w) x 6.00 (h) x 0.80 (d)

Table of Contents

Introduction: Millennials and the Cursive Code 1

Is Your Tail on Fire? 2

Caution: Trends Ahead 4

How I Learned to Love Millennials 4

Part 1 New Generation 7

Chapter 1 The Digital Consumer 9

What Makes a Generation? 10

Appreciate the Good News 15

Don't Bucket 17

Chapter 2 Portrait of a Millennial 19

My Way, Right Away, Why Pay? 19

Technology Rules 20

Social Media Matters 21

Timing Is Everything 22

Everything Is Negotiable 23

Sales Expectations Are Soaring 23

Millennials at Work 27

Millennials at Home 29

Action Steps 31

Your New Customer 32

Part 2 The Message from Millennials 37

Chapter 3 "Don't Sell Me Anything" 39

Become Invisible 39

Light the Sales FUSE 42

Create a Positive Feeling 46

Chapter 4 "I'm Not Afraid of Technology" 51

Use Technology to Become Invisible 52

Understand and Meet the New Expectations 52

Do It Right 53

Use Networks 54

Don't Forget About Traditional Marketing 55

Chapter 5 "I Live Through Social Media" 59

Understand the Power of Social Media 61

Market With Social Media 64

Grow the Program 68

Spread the Word 69

Have a Conversation 70

Chapter 6 "I Want It My Way" 71

Expect Prepurchase Research 71

Deliver Options 73

Prepare to Negotiate 74

Unbundle Your Service 76

Don't Make Them Wait 77

Remember the Critical Service Points 77

Chapter 7 "Surprise Me" 81

Deliver Positively Outrageous Service 81

Treat Me Right When Things Go Wrong 88

Make Me Laugh 89

Chapter 8 "Train Me, but Don't Constrain Me" 91

Meet the New Employee 92

Understand the New Values 94

Hire Great People 98

Train Your People 100

Measure Success 106

Recognize the Benefits 106

Part 3 The Crystal Ball 109

Chapter 9 What's Next? 111

The Path to Progress 111

The Future of Employees 112

The Future of Customer Service 114

A Play-by-Play Peek Ahead 115

Some Things Never Change 116

Notes 117

Bibliography 119

Index 123

About the Author 129

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