The B2B sale has always relied heavily on the relationship between buyer and seller. Today, though, many businesses are finding that those relationships aren’t delivering the same results they once did. The key to assessing the flaws in your process may start with understanding the impact that Millennials have on B2B buying processes.

Because they grew up with team sports and group projects, Millennials expect collaboration in the workplace. Through Millennials, businesses have learned that ROI increases when the departments that will implement and use a solution are involved in the buying process. Additionally, today’s average buying team includes an average of 5.4 people.

In addition to growing up with social media, Millennials are actively seeking out feedback from those with firsthand product knowledge. Sellers who aren’t using their LinkedIn profile to make themselves and their companies relevant or who don’t address negative social media postings during the selling process can find themselves on the losing end of a decision.

Millennials have grown up in a world where they can personalize everything from athletic shoes to college majors, and they expect the same flexibility in their B2B solutions. B2B buying teams are demanding not only modular offerings but also RFP responses that enable cross-functional teams to examine a potential vendor’s offer details, service options, and financing.

Are you ready?

Quote of the Week:

“The next generation has always been and will always be better than the previous one. If it is not, then the world would not be moving forward.” — Kapil Dev