Generational Sales Training: How to Communicate Gen Y, Gen X, Baby Boomers Qorus Banking Innovation Awards 2017

With its 80 million population in Turkey, 35% Y Generation, 22% X Generation and 19% Baby Boomers generate the entire population. The distinction is very clear among the generations, yet customer behaviors are changing correspondingly. “Generational Sales” is an innovation in which sales trainings cover the communication diversity between the generations through a mobile application, motivating RMs to understand generational decision making motives and to improve their communication skills and establish a better relationship with their customers. The idea behind is “Differences of customer generations affect the sales process”. The Innovation enables Relationship Managers (RM) to utilize the role playing games by using the application at anytime and anywhere. These role playing games contain product dialogues of the customers and the RMs in a branch. Dialogues differ as to generations, portfolio managers use different communicative language when generations change. Also sales training videos inserted into the application. Videos have gamification logic with path flows and rack up methods. The main objective: RMs train themselves by utilizing the role playing games, then learn how to communicate, react and reply customer needs depending on generations. There are several differences between generations of X,Y and Baby Boomers in terms of personal characteristics, requests & needs and social stimuli. These factors influence the customers’ communicative language and the sales process in parallel. With the efforts led by Mass Segment Management, having prioritized the customers’ needs and requests, through the application, a state-of-the-art sales method is provided for sales trainings instead of employing conventional sales methods. With more than 1000 RMs participating to the Generational Sales training, we have built a strong relationship between our customers and RMs leading to an impressive customer experience and engagement.