Younger people are influencing buying decisions about security systems. With access control and video shifting to digital over the last 20 years and our industry proactively recruiting younger people, this evolution is natural; however, interacting with members of Generation Z is not natural for most security professionals.
Generation Z, defined as people born between 1996 and 2012, is the first generation to grow up with the internet, smartphones, and social media as integral parts of daily life. The Great Recession, terrorism, and school shootings were part of their childhoods. They seem curious, authentic, pragmatic, and highly adaptive to change as they enter the workforce.
Selling to Gen Z is about building a relationship, but in a much different way than you’ve done it before. Here are six ways:
1. Be authentic, not salesy:
Gen Z has a radar for anything fake or overly polished. They don’t want to feel like they are being sold to – they want to feel like they are being helped or educated. So, ditch the mission statement and closing questions, and focus on having sincere conversations. Talk to them like a peer, not a pitchman. If you can show that you genuinely care about solving their problems, you’re halfway there.
2. Leverage social proof:
This generation trusts case studies, testimonials, and user-generated content more than slick marketing campaigns. Got a happy customer? Showcase their stories on LinkedIn or YouTube (also Instagram and TikTok for the residential market).
3. Meet them where they are:
I mean literally – on their phones. If you are not using social media platforms to promote your company, or using text messaging to communicate, you will miss this entire generation. Share engaging, educational content, such as how your system works in a quick video. Make it fun, relatable, and keep it short. You’ll eventually get face time and will be able to develop relationships, but not until you meet them where they want to meet.
4. Make it visual and interactive:
Show them, don’t just tell them. Use videos, infographics, and interactive demos to explain a product. Better yet, let them try it out. If you can create an augmented reality (AR) experience where they can see how a proposed system would look in their space, you will be ahead of the competition.
5. Be quick and responsive:
Gen Z expects instant gratification. If they reach out with a question, they want an answer now, not in 24 hours. Use chatbots, social media DMs, or even text messaging to keep communication fast and efficient.
6. Educate, don’t just sell:
Gen Z loves to research before making a purchase. They want to feel informed and empowered. Share information about how they can solve their specific challenges. After every sales call, ask yourself if the customer would pay you for your sales call. If not, Gen Z customers won’t call you again until they need a price.
