1. Make it about them
Let's face it -- buying something for yourself is often a selfish act...not that there is anything wrong with that. You are taking time to focus on yourself and treat yourself. By and large, this is even more apparent with young professionals and there has never been a time of more consumables, more choices and more competition.



Generation Y has also been called the "Me Generation." Everyone on the team got a trophy...just for being on the team. Look around at how companies and advertisers are spending their billions appeasing this generation. MySpace, My Computer, YouTube, iMac, Windows ME, iPod, iTunes, iPhone, "i" EVERYTHING. Ask them about themselves. They will gladly tell you -- what they like, who they like, what they like to do, why people like them, etc. Let them talk about themselves and be a great listener. Don't talk about yourself unless asked. Too many salespeople talk about themselves -- what they like, why they like it, etc. -- this is especially a turn-off to young professionals -- even if you too are a young professional. Only bring up your preferences when asked. Again, make it about them. Ask questions that show you are interested in their needs and fulfilling those needs.

2. Know your stuff
Know your product or service inside and out. When you don't have the answer to something, say so, and offer to find the answer. Sometimes these clients already know the answer and they are testing you. With the information at everyone's fingertips, anyone can be an expert...and many are. Young professionals spend plenty of time learning about their purchases by researching the information and reading what other people have to say about it. Not only do they read about the product, they are reading about the seller and his/her reputation. While it is important to know your product or service, you must also know your competition and how you compare. Your young professional clients have already done some research and they are tired of knowing more than their salesperson.
Note: Selling 101: Never bash the competition, when comparing. Start out with, "Both products are great and here is how we differ."

3. Treat them right
You've probably heard the old statistic: Someone has a good experience in a restaurant and they might tell a friend. Someone has a bad experience in a restaurant and they tell eleven friends (then those eleven tell five more). Can you afford to have this negative word-of-mouth? While previous generations mostly share their opinions over the phone and in person, young professionals do the same and use the Internet (e-mail, blogs, forums, reviews, message boards, chat rooms, MySpace, Face Book, Friendster, etc.) and text messaging. You cannot afford to have these young professionals speaking poorly of you, your company, your product and/or your service.

So, what steps can you take? Rule #1: The client is always right. Rule #2: When the client is wrong, refer to Rule #1. Don't win the battle, only to lose the war. Compliment your clients on their extensive research. Use "and" instead of "but." Follow up with your clients -- your competition is falling short here. Be a great listener. Find ways to have these clients feel smart, important and valued. When you can hit those three emotional hot buttons, you will create loyal clients. These loyal clients will often have lots of friends and fingertip tools for getting the word out...about you.

*4. Share yourself! Make friends!
In today's world of media and telecommunication, young professionals continue to determine how the Internet and online space evolves. They flock in masses and with exponential growth to popular social networking sites such as Facebook and MySpace. They post and even direct their own videos for the world to see on YouTube. The most pronounced and essential knowledge to extract from this "Me" generation is their willingness to speak, share and promote their support for a specific product or service. The result of such exposure to all things social is an essential tool for every business venture. Sites continue to produce amazing amounts of "hits," with a demographic that can determine how popular or, (gulp), unpopular your business can be for years to come. While keeping focus on the goals and objectives you've envisioned, it is essential to explore and expand your horizons into this generation's world.

Specifically, join these sites! Market yourself in a fashion that users can recognize, familiarize and relate to your product or service. Use the popular features on each site to show you're "cool." Then, sit back, relax, and reap the rewards. Heck, if Barak and Hillary can have millions of "friends," so can you!

*Contributing writer: Kyle Shindler, 25-year-old Wall Street Professional