While they might be technologically superior to the boomers
they work with, have the next generations received the training in marketing
and business development that will make them the new superstars? Higher education still teaches the
disciplines that makes them competent in their chosen field of practice. However, the curriculum in these schools does
not include much in the areas of marketing and business development. For example, Marketing 101 never convinced an
owner to hand over a million dollars for the design of a new building.
Do the best schools of architecture, engineering or law
feature courses for future practitioners to develop the skills needed to build
business at their firms. Do marketing
schools for the non-professionals spend much time in the professional services
arena or is there a more general, one size fits all approach to their students?
The Generation Y and Xers come into your organization with
different expectations than boomers did.
In fact, while most professional services firm passed on
their marketing and business development secrets to the next generation, today
a “smart gap” might exist. The economic
downturn and loss of talent through cutting resources has something to do with
it. The ability of multiple generations
in the workforce to speak the same language is another. The new generation might already believe they
have a better way of doing things and don’t need the “old school”
approach.
Generation X has been defined as the “latchkey”
generation. They are cynical to say the
least. They also challenge authority
and question everything. On the positive
side they are adaptable to change and are independent. Generation Y has been
defined as the “internet generation”.
They are hopeful, but they also had parents who provided everything for
them. They were the protected generation
and the beneficiaries of “soccer moms”.
Gen Ys need supervision but they are great team players, have a
“can do” attitude and thrive on multi-tasking.
“can do” attitude and thrive on multi-tasking.
Everyone knows there are generational differences. How does this impact your organization when
it comes to marketing and business development? They have been working in your firms for the
last 10 years and you have survived. You
have probably taken the “if it is not broken, don’t fix it’ approach. If it is working in the areas of marketing
and business development, congratulations!
I know from experience that not everyone is patting themselves on the
back.
How do you create effective learning experiences for these people that will resonate with improved performance? Marketing and business development is still about the people connection business. The next generation of leaders in your firm needs to understand why technology must be tempered with “old school” proven methods. Whatever approach you take, here are some things you need to know about GenXers when it comes to training:
·
Immediate
and meaningful rewards
·
Avoid
micromanaging
·
No BS
·
Promote
development –What is in it for them
·
Create
choices about how and when training gets done
·
Value
outside training organizations
·
Include
social media and technology in training programs
·
Value an
interactive experience as well as diversity
Why do clients buy your services? The answer to this question is at the root of
any training program for your employees as they embark into the business
development and marketing disciplines.
However new skills are never learned until attitudes and behaviors
change. Maybe it is time to take a
different approach to how the next generation will lead and prosper your
firm. You can no longer hand someone a
bunch of project photos, a 30-second elevator speech and expect them to
succeed.
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