Know your customer has long been a sales-mantra, but research sponsored by Hewlett Packard (NYSE: HPQ) suggests generational differences inside the small and medium-sized-business segment can make a major difference to how receptive they are to different technology pitches.
HP Canada recently explored differences around the perceptions and usage of technology amongst different age groups in the SMB.
Michael McAvoy, director, SMB and PSG commercial marketing, HP Canada, said they found a lot of interesting differences in how different generations use technology and how, consequently, they make business decisions around IT procurement.
“The younger generation are a lot more tech-savvy. Mobility and mobile technology play a much bigger role in the younger demographic,” said McAvoy. “That translates into the younger generation wanting connectivity anywhere, any time on the go, including access to critical business information.”
On the flip side, the older generation tends to lean more towards traditional technologies, such as desktops, trying to “cling” to those technologies longer while often resisting mobile business applications.
When it comes to security, the older generations are usually more concerned about data security and the security of personal and business information.
While all age brackets are seeing the benefits of mobile technology, McAvoy said the younger generation definitely attached more importance to handheld devices.
What the data shows is that if a partner is selling into a business run by younger entrepreneurs, 24-by-7 connectivity will be important and so partners should lead with mobility solutions. If it’s an older demographic, a more on-premise approach may be warranted.
“You want to come in with that knowledge, tailoring your pitch to the specific needs of that business, so you can position yourself as a supplier of choice that will add value,” said McAvoy.