Invisible

by Gross, T. Scott

• ISBN13: 9780983302094
• ISBN10: 098330209X
• Format: Hardcover
• Copyright: 2012-05-31
• Publisher: Skyhorse Pub Co Inc

Summary

In today¿s digital world, the Baby Boomers and Generation X are giving way to a new generation of consumers: the Millennials. Bearing the mantra of ¿my way, right away, why pay?,¿ these tech-savvy consumers want quick, customizable service, negotiated to their terms, delivering great value. And when Millennials want help, they want it now; when they don¿t want help, they expect the sales staff to be invisible. In Invisible: How Millennials Are Changing the Way We Sell, veteran business owner T. Scott Gross demystifies the newest generation and shares how businesses can meet and exceed Millennials¿ expectations to make the sale¿without resorting to tricks and gimmicks. Invisible selling is built on ethical, common-sense business practices that yield success across the board, regardless of niche or industry. Armed with research into generational consumer preferences, humor, and a wealth of experience, Gross tackles the looming question, ¿How can you disappear and still deliver quality service?¿ The answer, he suggests, is by emphasizing serving above selling, a strategy that will make organizations successful not just with Millennials, but with all generations. For better or for worse, the Millennials aren¿t going anywhere. By learning what has changed¿and what hasn¿t¿you can cater to the wants and needs of each generation and still come out on top. Invisible reveals the ins and outs of Millennials not only as customers but as employees, demonstrating what lifestyle demands to watch out for and why Millennials might be a valuable addition to your team. Rather than proposing a total revolution in business, Gross reinforces a pattern of success by making readers aware of what they¿re already doing right¿and how to do more of it.

Table of Contents

Introduction: Millennials and the Cursive Code	p. 1
Is Your Tail on Fire?	p. 2
Caution: Trends Ahead	p. 4
How I Learned to Love Millennials	p. 4
New Generation	p. 7
The Digital Consumer	p. 9
What Makes a Generation?	p. 10
Appreciate the Good News	p. 15
Don't Bucket	p. 17
Portrait of a Millennial	p. 19
My Way, Right Away, Why Pay?	p. 19
Technology Rules	p. 20
Social Media Matters	p. 21
Timing Is Everything	p. 22
Everything Is Negotiable	p. 23
Sales Expectations Are Soaring	p. 23
Millennials at Work	p. 27
Millennials at Home	p. 29
Action Steps	p. 31
Your New Customer	p. 32
The Message from Millennials	p. 37
"Don't Sell Me Anything"	p. 39
Become Invisible	p. 39
Light the Sales FUSE	p. 42
Create a Positive Feeling	p. 46
"I'm Not Afraid of Technology"	p. 51
Use Technology to Become Invisible	p. 52
Understand and Meet the New Expectations	p. 52
Do It Right	p. 53
Use Networks	p. 54
Don't Forget About Traditional Marketing	p. 55
"I Live Through Social Media"	p. 59
Understand the Power of Social Media	p. 61
Market With Social Media	p. 64
Grow the Program	p. 68
Spread the Word	p. 69
Have a Conversation	p. 70
"I Want It My Way"	p. 71
Expect Prepurchase Research	p. 71
Deliver Options	p. 73
Prepare to Negotiate	p. 74
Unbundle Your Service	p. 76
Don't Make Them Wait	p. 77
Remember the Critical Service Points	p. 77
"Surprise Me"	p. 81
Deliver Positively Outrageous Service	p. 81
Treat Me Right When Things Go Wrong	p. 88
Make Me Laugh	p. 89
"Train Me, but Don't Constrain Me"	p. 91
Meet the New Employee	p. 92
Understand the New Values	p. 94
Hire Great People	p. 98
Train Your People	p. 100
Measure Success	p. 106
Recognize the Benefits	p. 106
The Crystal Ball	p. 109
What's Next?	p. 111
The Path to Progress	p. 111
The Future of Employees	p. 112
The Future of Customer Service	p. 114
A Play-by-Play Peek Ahead	p. 115
Some Things Never Change	p. 116
Notes	p. 117
Bibliography	p. 119
Index	p. 123
About the Author	p. 129
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