One of the changes going on in organizational buying is the next generation of organizational buyers. Many of these new buyers are Millennials who are much more comfortable with technology, the Internet, and social media. In the textbook and in this “What’s Now?” series, we have often identified characteristics of the Millennial consumer. This article, “8 Keys to Selling to the Millennial B2B Buyer” provides insights about how this new generation or organizational buyers might behave.
Chapter six’s opening case scenario describes Metokote’s B2B relationship with its customer, John Deere. Considering what you learned in this article and chapter 6, suggest three ways that Metokote might operate differently to appeal to Millennial buyers at John Deere.