In sessions dedicated to TRSA Supplier Partner members at TRSA’s Legislative Conference Feb. 17, attendees gained advice on tailoring sales strategies based on buyers’ age groups and taking steps to become trusted advisers to customers.
Business Training Works Inc., a multinational firm headquartered in Port Tobacco, MD, presented “The Generational Factor: How Age Impacts Buying Decisions.” Katie Zabriskie and Eduardo Villavicencio guided attendees in developing fluency for successful communication and operations across eras in which various age groups become more influential in purchasing.
They covered how the Silent Generation (born 1928-’45) differs from five subsequent generations in factors that determine their trust, communication, work practices and buyer expectations. Similarly they defined the typical mindsets of customer archetypes, such as founders and successors, as well as less-age-related profiles, such as managers who focus on professionalism and individuals who drive growth.
Seven elements of buyer behavior across time were identified and shown how they were manifested
- “Pre and early tech”
- Era dominated by website searches
- Today
For example, previously, vendor discovery and pre-screening required a seller’s physical and social presence. Then search referrals began to “surface” vendors. Today, prospective vendors appear in searches, but also in platforms and forwarded links.
Ed Kwasnick, laundry business development director, ARCO/Murray National Construction Co. Inc., Downers Grove, IL, delivered “The Trusted Adviser Advantage: Building Value-Driven Relationships.” Kwasnick, who started in the industry in uniform rental engineering, discussed how an individual evolves from a preferred to trusted adviser and maintains the higher status.
He offered tactics for taking the first step. You’ll know when you’ve reached it, he said, when customers or prospects believe:
- They can call you anytime about anything
- You have their best interests in mind
- You are willing to share highs and lows, successes and issues
- You tell them what they need to hear, not what you want them to hear
Kwasnick explained why it’s important to reach this status. Tactics to achieve it include:
- Displaying expertise in multiple areas
- Demonstrating transparency (no hidden agenda)
- Providing complete solutions to problems, not answers that beget further challenges
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