Almost every industry I talk to these days is struggling with bringing youth in. How do you get them interested in your industry? How do you get them to take you seriously? How do you get them to work hard without thinking they’re entitled to everything without actually having to work for it? Here are some answers.
Step 1) Realize there are some great Millennials out there.
The fact that most of the youngest generation in the workforce seems to be entitled, self-centered, has no work ethic, and expect success overnight is first, not as quite as bad as it seems and second, nothing new. Those aspects aren’t generation dependent, they’re age dependent. When I was in my 20s, I was pretty much the same. Let’s face it, at that age most of us don’t have spouses and kids to worry about yet, we tend to think that we know everything, are immune to life’s pitfalls, and that there is plenty of time to have fun now and get serious later. That said, there are career-minded, hard-working millennials who are looking for a long-term, fulfilling career but you’re going to have to be committed to seeking them out, digging deep, and working hard to find them.
Step 2) Talk about what’s important to them and sell the dream.
Ask them what they want and show them how a career, not a job, in your industry will provide what they’re looking for. If you’re the typical person who comes to me about bringing youth into your business, you’ve been in the industry for decades and have had a good degree of success. Let the younger people know that they can follow in your footsteps and enjoy the same success. They too can have nice cars, nice houses, and live an extraordinary lifestyle all while providing for a family now or in the future. Generally speaking, younger salespeople will be more focused on the material rewards and money, as you probably were at their age, so you can put a little more emphasis there, letting them know they’ll be more than prepared to provide for a family down the road too. The most important thing is to let them know that a career in your industry can provide them with everything they need to be successful and fulfilled.
Step 3) Set expectations and prepare them for what’s ahead.
Now that you’ve sold the cars, houses, and luxurious lifestyle, it’s time to talk about the price of success. Let them know this is not a 9-to-5 job and that if they’re going to have it all, there will be sacrifice. Inform them that they’re going to have to pound the pavement, get beat up, and encounter pain and failure before success. Make them aware of the fact that, especially in the beginning of their career, life will be out of balance, weighted heavily toward the work side. Let them know their friends will be out drinking and asking why they’re working so hard and they might think that they’re missing out and that the long hours aren’t worth it, but in the end, they will be. Say, “Five or six years from now your friends will think you’re lucky or were simply in the right place at the right time because your business will be taking off and success will be obvious. You’ll be taking great vacations, buying the nice new house, and driving your family around in the nice new car, and your friends will be toiling away in a job that they most likely hate, without a lot of financial or other rewards. Yes, in the beginning it will be tough, but if you’re willing to work like no one will for the next 5 to 6 years, you’ll live like no one can for the rest of your life. But all of that is going to take determination, hard work, self-discipline, and a commitment that you are absolutely going to make this happen and be successful no matter what. Success or failure is completely in your hands.”
Step 4) Be an organization committed to their success.
Bring them into the right environment and have an effective on-boarding and training program. The right environment is one of professionalism and high standards. It’s a competitive environment in which everyone gets along, supports one another, knows what is expected of them, and gets the job done. You can’t allow negativity or slacking. Establishing good habits is the first step in developing a new salesperson. Do this with a solid training program which may include sending them to outside classes and training. Work with them to develop production goals and daily activity. Help them calculate the numbers and make sure they do what needs to be done. Chart a course for them to follow for personal and professional success.
Ensure your company is progressive, up-to-date, and open to new technology and change. Embrace the unique strengths that millennials bring to the table: energy, new ideas, and experience with technology. Take them seriously, treat them as equals, and value their input and opinions.
Remember, good salespeople are hard to find at any age. Do the work necessary to get the right people on the bus. Let them know what’s in it for them, let them know what you expect in return, and make sure it’s a win-win for all involved.
And now a quick note for younger people reading this…
You are at an age in which it is extremely easy to stand out and get a huge head start. Look for a career, not a job, and take it seriously now. It will pay off tremendously down the road. If you’re going to be successful, you have to pay the price at some point. Pay it now while you still have tons of energy.
John Chapin is a sales and motivational speaker and trainer. For his free newsletter, or if you would like him to speak at your next event, go to: www.completeselling.com John has over 26 years of sales experience as a number one sales rep and is the author of the 2010 sales book of the year: Sales Encyclopedia. For permission to reprint, e-mail: johnchapin@completeselling.com.
