There are 56 million millennials—those born between 1981 and 1996—working in the U.S. today, representing 35% of the labor force.
As a sales leader, you’re likely managing a team that spans multiple generations. Currently, millennials are the largest working generation in the U.S., surpassing Gen X and baby boomers. But they’re not following in the footsteps of previous generations.
While there are generational differences in work styles, motivations, and skill levels, this diversity can be an asset if you tailor your sales coaching and development approach.
Stereotypes about millennials proliferate: “They’re job hoppers,” “They can’t communicate without a screen,” and, “They’re all so entitled.” Even worse, less than 30% of sales organizations feel they know how to motivate millennials to become a positive influence in their workforce.
How can companies deal with a growing generation gap within their sales organization? And how can they figure out what’s real and what’s a myth about millennials in sales roles?
Watch on demand: How to Train and Coach a Multigenerational Sales Team
Understanding Millennial Motivations Within Your Sales Team
At The Brooks Group, we believe no generation can be painted with a broad brush. In our research report, Managing a Multigenerational Sales Team: 10 Trends for Sales Leaders, we dive into the similarities and differences between each of the four working generations.
Though we agree that millennial retention creates some unique challenges, we believe, for every so-called “entitled” 20-something, there’s a self-aware, generous, ambitious individual looking to start their career on the right path.
Characteristics of Millennials
- Value work-life integration and workplace flexibility
- Seek jobs with purpose and opportunities for advancement
- Appreciate regular feedback and recognition
- Prefer collaborative team environments
- Prioritize work-life balance and personal development
- Embrace technology and innovation
Sales leaders need to understand what makes individual sales candidates tick to hire good people, regardless of age or outlook. The challenge is finding the sales talent who can, will, and want to do a particular job in your specific role.
Sales hiring assessments such as the Brooks Talent Index™ take the guesswork out of evaluating sales candidates. Sales organizations that employ these assessments and job benchmarks gain deep insights into each applicant’s behaviors, motivations, and personal skills.
Understanding this in the context of the cultural, economic, and social factors that shape millennials allows sales leaders to hire, train, coach, and develop these new hires into top sales performers.
Download the report: Managing a Multigenerational Sales Team: 10 Trends for Sales Leaders
4 Keys to Millennial Hiring and Retention
Millennials in general have a distinct approach to work and their professional development. They value collaboration and frequent feedback. Here are four areas that are important to attract and retain new hires from this generation.
1. Clear Promotion Path
Most college-educated millennials want to stay and grow in their current job. They just don’t have the patience when the “advancement” path isn’t defined. Establish a clear pathway up the career ladder.
2. Work-Life Balance
Originally the domain of Generation Xers, millennials have generally adopted a “work to live…not live to work” attitude. They want to be able to do a good job and be rewarded for it beyond what lands in the pay envelope. Consider schedule flexibility, more time off, opportunities to volunteer, corporate wellness programs, and social events with colleagues.
3. Purpose and Meaning
Company culture and job satisfaction often outrank salary in importance to millennial workers. Don’t just pitch a job; instead, pitch a meaningful career for a company that has a strong stated purpose.
4. Personal Impact
Millennials want to make the world a better place, and it’s important to them to make a difference with what they do professionally. Be sure to provide affirmation that their efforts, specifically, are helping your company achieve its stated mission.
Developing a Multigenerational Sales Team
Many sales teams today include members of four generations. Managing a multigenerational sales team presents unique challenges, but it also offers a wealth of opportunities. By understanding the strengths and preferences of each generation, sales leaders can create a cohesive, high-performing team.
Flexibility and continuous learning will help you tap into the full potential of your diverse sales force, driving success for your organization. By implementing these strategies, sales leaders can ensure that their multigenerational teams are well trained, motivated, and equipped to achieve outstanding results.
See how The Brooks Group IMPACT Selling® training program can help you hire and develop a high-performing sales team.
