Episode 376: The Differences in Selling Your Pet Services To Different Generations

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Imagine cracking the code to selling pet services effortlessly to any client, regardless of their age—from the enthusiastic generation of Gen Z to the seasoned Baby Boomers. It's not just a dream; it's this week's reality!

The Times Are Changing, and So Are Your Clients…

In an era where personal connection battles with digital dominance, understanding the unique preferences of each generation can significantly amplify your pet business's success.

Why This Episode Is a Must-Listen:

Demystifying Generational Preferences: Discover why Baby Boomers may favor a handshake over an email, or why a millennial might choose your service based on an Instagram story. ??

Revolutionizing Your Sales Strategy: Get the first look at a transformative sales approach tailored to bridge the generational gaps, ensuring no client feels left behind.

The Art of Modern Marketing: Learn the tactics that resonate, from showcasing the power of personal stories to leveraging the latest tech trends for an unforgettable service experience.

Inclusivity and Ethics in Action: Understand why the generation of Gen Z values not just what you offer but also how you stand within the community, making ethics and inclusivity your strongest assets.

So, are you ready to transform the way you connect with clients of all generations?

Let this episode be the key that unlocks new doors of opportunity and growth for your pet business. Dive in with me on Episode 376 of "Bella in Your Business," and let's navigate the generational maze together. Your next big breakthrough is just a play button away - I can't wait to embark on this journey with you.

Topics & Key Points

  • Selling pet services to different generations
  • Pet sitting and dog walking sales strategies for different generations
  • Marketing to different generations
  • Marketing strategies for different generations

Timestamps

  • [3:54] Pet sitting and dog walking sales strategies for different generations
  • [09:49] Baby Boomers
  • [13:04] Gen X
  • [16:47] Millenials
  • [21:03] Marketing to Gen Z, inclusivity

Notable Quotes

[4:21] “You are not competing against pet Petsmart or Petco, you are not competing against these big huge corporations that have budgets you are competing against other quote unquote mom and pops just like you. And so what does that mean?”

[16:01] “Or if you’re going to do monthly dog walking package, then give them some sort of a value for it and make them feel like they’re part of something.”

[18:58] “So one interesting thing that we keep seeing here is, no matter what generation you’re doing, social proof is important.”

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Transcript

Welcome back to another episode of Bella in your business, I am excited to be back here with you. We had some awesome feedback from the past five episodes honestly. First, we had a series of four podcast episodes with Bobby, if you guys have not listened to that, and you’re at all interested or maybe focused in 2024, on how to get more inbound leads that you do not have to go out and get, then you’re going to want to listen to those episodes. Bobby has been someone who’s been on my team for just about a year now, and it’s helped me tremendously has helped some of my mastermind members already, and just had great results. And not only that, but they’re just good people. And they’re awesome to work with. And, they’ve helped transform people’s Google AdWords, and websites and the strategy, which is the most important thing, because I think out of all those episodes, you could understand that we, you know, anyone can get out there and do Google ads, right? But without an actual strategy and understanding of the entire funnel system, then you could be throwing your money out the window. And so go ahead and listen to those, Bobby gave us an awesome deal just for the pet industry. As you know, anytime that I use someone that I love, I go to them and I say, Hey, how can you do what you’ve done for me and help my clients? And all by the way, you also have to give them a really big discount. So he did, he worked this cool discount for us. It’s like 50% off just like Jazz HR does for all of the people that sign up in my posse, if you will. And so I’m just really here to help solve all the problems that I know you guys are having. Because guess what, I also have the same challenges. It’s just a different, different topic.

But today, I’m excited. Um, you know, I was thinking about, well, it’s February. And we’re talking a lot about sales in the mastermind this month. And we’re focused on it. And it’s so vast. And there are so many different ways to look at sales. It’s not just a phone script, which we are relaunching that class. At the time of the recording, I don’t know exactly what date. So definitely check out my social media or shoot me an email at Bella@jumpconsulting.net, I am going to be relaunching the phone script and strategy class, which means I’m going to be re-teaching it live. And there’s going to be a new recording and upgraded download, it’s going to be amazing. If you’ve already purchased it from the Jump consulting website, then it will be updated probably by March in your dashboard. If you have not now is your time to grab onto it going we plan to give it at a discounted rate like a 50% discounted rate. And then once that class is over, it will be back at $79 on the site. So if you have not joined that class, you are going to want to, it’s going to be a steal for you quite honestly, as we upgrade and improve our products into 2024.

But today, we’re going to be talking about the difference in selling your pet services to different generations. This is something that I’m not sure that anyone has thought about. I did do a podcast episode back a while ago, it was called Selling to Millennials the Hybrid Working Model. I believe it was episode 357. And you might want to go back and look at that we talked a lot about you know the hybrid model meaning like you know, you’re working at home, but then sometimes you’re in the office, and you’re going back and forth, but you still have a dog that needs to get outside or needs to get this energy out or needs to go to the bathroom. So go check that out if you’re interested in this whole, you know, selling according to age ranges or groups or generations. But I want to set the scene for you right now. The 2022 pet sitters international survey revealed that independent ownership of pet sitting and dog walking companies comprises 99% of all businesses. This means guys that everyone I’m talking to you guys aren’t big corporations and I already know this. But I want you to understand this. You are not competing against Walmart. You are not competing against Pet Petsmart or Petco, you are not competing against these big huge corporations that have budgets you are competing against other quote-unquote mom and pops just like you. And so what does that mean? That means that you have a huge advantage to get a huge competitive leg up by just doing a little bit because the majority of people are wearing too many hats and this might even be you wearing too many hats burnt out stressed out overwhelmed, let alone does not have the creativity or the conviction to go after sales. And if you just increase your sales either currently for the current people that you have, or new people? Imagine what that could do for your life. And ultimately, what I know all of you want is time and financial freedom, the freedom to decide what you want to do with your time and your money. Okay? So think about basically, every pet-sitting and dog-walking company, pretty. They’re not these big companies. They’re just like you. So you don’t have to be a ton better at this topic only a little bit. And the other thing is that pet owners are increasingly indulging their pets. Some pet owners now go beyond keeping their pets in the backyard opting for animal fashion, massages, Reiki, right, organic premium foods. I have some clients like Randy Clark Hotel Chasers that do pet wants, and they sell pet food, pet sitting services, and luxury suites. And I think that’s something else that you also have to understand is that pet sitting and dog walking is a luxury service. It is not a fly-by-night, run-in, and do-whatever kind of thing. It is a luxury service. No pet owner needs a pet sitter or dog walker. Yes, I just said what I said. They have a friend, neighbor, or family relative. They have a boarding facility, they have their veterinarian on board. They’ve got a ton of different options. But the person that says yes, here is the key to my house, or the keypad, FOB garage code, whatever it is, these days, and says here’s the kingdom of the kingdom of my my fortress. That is that is big, okay, and how they perceive their pet is big right off the bat, there’s a big psychological advantage there. The 2021 2022 National Pet Owner Survey by a PPA so that 70% of households own a pet, which equates to 90 point 5 million homes, that’s one out of seven homes look like Think about the street you live on or the building that you live in, Count 10 doors, seven of those 10 doors probably have pets in them.

How many of those homes are going on vacation or going to work? All of them at some point? So who are your clients? Who are you catering to? And why? And do your sales reflect that? Now here comes Rubella Buck kick in you guys. When you say no one’s gonna buy from me, or it’s too expensive. You’re not talking to your ideal client. Okay? And, or you’re not convincing enough. It’s not just hey, my price is $25 for 30 minutes, that that’s not selling that is reading a menu. Okay? What is your what is your social media make them feel like? What is your website experience? Like? Is it easy to get the information very quickly on my phone at a stoplight? AD or in the kid pickup line? Or as I’m scrolling because I want to go to Vegas this weekend, and I’m stuck at work in a meeting and I don’t want my boss to know and I want to get this set up quick. What is your experience like? And then how are their expectations managed? And then how are their expectations superseded? And what is the communication like? And is it hard to have to sit there and think about anything, there are so many elements to the sales process, that it just starts when someone calls you or someone emails you. Okay, I want you to I want you to think about that. But today, I’m going to talk about how to convince the different generations. As you listen, I want you to consider what you’re already doing now and how you might be able to add elements that might help your entire sales process. So the pet ownership, let’s start pet ownership by generation, this is actually kind of interesting. Gen Z is 14% Millennials are 32% Gen X is 24%. And Baby Boomers are 27%. So I’m gonna kind of like group these together the first two and the second two. And we’re gonna start with the oldest ones. So we’re going to talk about baby boomers and Baby Boomers and Gen X really like first.

Okay, so I want you to know that the baby boomers, they’re the ones that were born approximately between 1946 and 1964. And then the Gen Z was from approximately 1965 to 1980. Okay. Now, of course, this is loose, right? Because it doesn’t mean that it’s an absolute, but go with me here. Baby Baby Boomers, typically like to be sold to by personal connection and trust boomers value, relationships, and trust in their interactions. You’d prefer a personal touch in the sales process, such as face-to-face meetings or phone conversations, where the person takes the time to understand their needs and preferences. And I’ll tell you first off, like my phone set, my phone script class does exactly this. It is catering towards that. Because like when you’re on the phone, you know, when you get down to, when you get down to other people like the Gen z’s, or the millennials, they don’t want to talk to you on the phone. It’s like, why are you calling me right? And so I want you to just kind of consider this in your head here. The Thoreau product information, baby boomers love this. Like, I always think about my mom, I’m 41 years old. I was born in 1982. So I’m kind of on the cusp of two different ones. And I assimilate with both of them. But you know, this generation appreciates detailed information about the products and services being offered. They like to be well informed before making a decision. So providing comprehensive details, and benefits and answering their questions is essential. I will never forget that when this is like a funny story. And I hope you guys see the similarity in the point that I’m trying to make. When I got married. I was looking at dresses, and I tried on the second dress. I was like, Yep, this is the dress got it? My mom’s like, Are you sure? Like, yeah, sure. Two months later, my mom was still looking for her mother-of-the-bride dress. She has gone to every single store in the valley. I live in Phoenix. Okay. So like, I’m talking about a 30-mile radius of her house, she has been to every single store and tried on every single dress, because she wanted to make an informed decision. My parents, I mean, also, they were 1956 and 1958. When I needed new windows in my house, I didn’t even look around. They had gotten new windows a year ago, I knew that they investigated every single company under the sun in our area. So I just went with who they went with, I just trusted it. I knew that they did the research. That’s not good. That’s not bad. It just is what it is. Right. The other thing is respect and patience. Boomers don’t like to be rushed into making a decision. They appreciate a patient approach that gives them time to consider their options, demonstrating respect for their increase, and being attentive to their needs goes a long way. So if they’re asking you 100 questions, and you are being accommodated and nice to that, that is gonna go a long way rather than Yeah, paper bag, or you just answer like a quick, short, sweet, you know, nonemotional email, you know, it’s just like straight and straight to the point it’s not going to go over well with them. experience and reputation, they tend to favor businesses with a solid track record good reputation, showcasing testimonials, reviews, and case studies, could be an effective building for credibility, and then value and quality over price. While price is always a consideration. Boomers are most likely to be influenced by the value and quality of a product or service, they’re willing to pay more for something that often or that offers superior benefits and durability.

I’m going to slide on over into Generation X. And I hope your juices are flowing right now. Generation X just to remind you, again is between 1965 and 1980. And they have distinct characteristics. So when it comes to efficiency and convenience, Gen X values efficiency in their transactions, they appreciate that appreciation of a sales process. That’s straightforward. Without any unnecessary steps or wasted time, do not waste material. online purchasing options, clear and concise communication, and respect for their schedule are key. I want you to think about as we’re doing this, like just the different ways and the different types of people that use things like Apple Pay or touchless paying, right? My mom will never get out her phone to go tap the screen and pay. Meanwhile, I will be. And so I mean, this is just one very specific example that I keep using, because it’s personal to me, but I’m sure you can start thinking about things that are in your own life too, depending on how old you are. Gen X also is digitally savvy with a personal touch, while more digitally inclined than boomers. Gen X still appreciates the personal connection. They’re comfortable with email communication, online reviews, and social media. But they also value direct interactions when needed. So it’s kind of like, we don’t need to be on the phone. I say we because I’m part of one of them. But we appreciate doing it when needed, right, but it’s not needed. The other thing is skepticism and research members of Gen X tend to research before they buy, right? They’re not going to just pick up the phone and call you they’re gonna go Google it and look on Yelp. They’re gonna be searching everywhere on the internet first, and they’re skeptical. They’re skeptical of marketing claims and prefer to gather information from various sources, providing them with easy access to detailed product information. user reviews and comparison options can support their decision-making process. Another thing is the offers and deals this generation is price-conscious and appreciates getting a good deal, special promotions discounts, and loyalty programs can be attractive provided the presenting as an added genuine value. So it’s going to be genuine because they’ll see through the bullshit. And then the other part is like, this is why when we talk the pricing structure and strategy, why to have like your sliding scales or your ability to make discounts that don’t cut off your leg are important. And the last thing to know about this, this group is the work-life balance and practicality. For Gen X products and services that save time, improve the quality of life, or offer products, practical solutions to everyday problems are appealing. They’re also interested in experiences that can be shared with their family reflecting their focus on the work-life balance. So this looks like for you guys, like hey, look at what Fido did while I was working. Because I have a cool dog walker, that’s, that’s a really quick example. Or if you’re going to do a monthly dog walking package, then give them some sort of a value for it and make them feel like they’re part of something. So I, we’re gonna kind of move on down to millennials. And or, let me kind of just wrap up Gen X and Boomers, it’s important to balance these with this group that with, this group, traditional sales techniques with the understanding of individual preferences and behaviors. And so by emphasizing, a personal connection, and trust, and providing detailed information tailored to their needs, you can effectively engage these generations. So it’s a little bit of a balance of both.

Now let’s go on to the millennials that’s between 1981 to 1996. Again, I am on the cusp of this and I’m telling you this not to be egotistical, just to kind of give you context, if this is your first time getting to know me, or if you don’t know me that well. I’m 41 years old, born in 1982. And so my perception of a lot of what I say that’s where it’s coming from, that’s the only reason why I bring it up. So millennials between 1981 and 1996, and then Gen Z is between 1997 and 2012. These groups are digital natives. They’ve grown up in the area, the era of rapid technological advancement, and their purchasing behaviors and how they like to be sold differ significantly from the other generations that we just talked about. And so here’s an overview of the preferences. One for millennials Digital First, they’re highly comfortable with digital platforms and prefer engaging through websites, social media, and mobile apps. A smooth user-friendly online experience is crucial for capturing their interest. Okay, so think about your website and your signup process. This is why Rover was so successful. authenticity and transparency, the generation values authenticity and brands they prefer companies that are transparent about their practices and offer genuine value and communication. Honestly, marketing messages should feel authentic rather than overly salty. So that’s like, oh, Instagram reels. Wow. You know, you showing your face and you showing up as a human and not hiding behind a graphic, right? And so you need both of those things. Personalization, millennials appreciate experiences and products that are tailored to their preferences and needs. Utilizing data and personalized communication offers and product recommendations can significantly enhance their engagement. They also love social proof like reviews, testimonials, and social media endorsements play a significant role in their purchasing decisions, millennials trust peer recommendations and are influenced by the opinions and experiences shared by their network and influencers. So one interesting thing that we keep seeing here is, that no matter what generation you’re doing, social proof is important. So screenshotting those journal entries when someone’s like, Oh, my God, thank you so much. You’re the boss on Twitter ever. Those should be on your social media weekly, you guys. Someone leaves you a new review, or screenshot and puts that everywhere. Put those in your emails, put them everywhere, put them on your Facebook, put them on your website, put them on your Instagram, put them everywhere, okay? And if you’re not asking for those, I’ve done so many podcast episodes on that all you have to do is go to jump consulting dotnet and go up to the top right corner use that magnifying glass pretend that my website is the Google for petsitting because it is there’s over 500 articles on my site and type in reviews. Okay.
The last thing about the millennials’ value in ethics they’re more likely to support businesses that align with their values and contribute positively to social environmental issues, demonstrating a commitment to sustainability community involvement, or charitable work and designate while with them, a good example of this is like the TOMS Shoes remember they were Like really, really popular A while ago, every pair of shoes you would buy, they would, you know, donate another one, or socks, they would donate another one. This could be for those petsitting companies that maybe ever you know, 10% of everything goes back to a rescue charity or every new client we donate $100 to a new rescue charity. I am not saying that you need to do this. Okay, I’m just giving you an example.

And last, we’re gonna talk about Gen Z. And again, just to remind you, that is between 1997 and 2012. They are instantaneous and efficient Gen Z expects quick, efficient interactions. They are drawn to brands that offer immediate response, fast shipping, and streamlined purchasing processes. chatbots’ quick replies via social media and easy navigation of websites and apps appeal to their need for speed. I’m gonna go off on a tangent quick and I promise it won’t be 30 seconds. But please, if you have an auto-reply on your Instagram or your Facebook like, make it fun. Don’t make it a boring one. It is your chance to be amazing. Be Amazing there. Okay, getting back to the topic. The second thing that Gen Z, visual and interactive content, this generation consumes a significant amount of video and interactive content. Platforms like TikTok, Instagram, and YouTube are popular amongst Gen Z. Utilizing these mediums for marketing can capture their attention more effectively. They also value inclusivity and diversity. They want to see diversity in the brand that they support. marketing efforts should reflect diverse perspectives and inclusivity in terms of race, gender, sexuality, and body types. Their engagement and co-creation. They prefer to be a part of the conversation rather than passive consumers. Brands that engage Gen Z and product development feedback or through interactive campaigns see higher levels of loyalty and advocacy. So this could be you guys are doing something new and you think you already know what you’re doing but put it out on social media. Hey, what do you guys think of which we’re thinking about starting this new blank? What do you think we should do? Or maybe even in your monthly emails, hopefully, you’re sending your monthly emails. And then privacy conscious despite their online activity, JC is Gen Z, Jay Z, oops. Gen Z is highly aware of privacy concerns and appreciates when brands are clear about data use and offer control over personal information. So that means like not having them fill out 60 required things on your CRM, you know on your signup. So both millennials and Gen Z engage across multiple digital platforms, and a cohesive brand presence across various channels, including social media, email, and online advertising is crucial. They love storytelling and experience moving beyond the product itself. They seek stories and experiences. what did this do for this dog? what did this do for that pet parent and offering convenience? You know, they’re not gonna want to sit there and talk to you on the phone and go through all these hoops to sign up with you. So how do you find a balance and, and and appeal to all these people? I’m glad you asked. Join the mastermind. Yep, blatant pitch. Right now. We’re talking about sales in the mastermind this month. And we have five months other. We’ve been going for five years, five years. 18 456 years. Oh, my goodness. And we have talked about sales for one month, a year for six years. So I’ve got six months’ worth of sales training inside the mastermind for you right now. All you have to do is go to jump consulting.net forward slash mastermind Not to mention, everyone in there is a doer. Movers shakers, they’re doing it scared. They’re trying things. They’re it’s like this big think tank where someone’s like, oh, I tried this and it worked. And someone else is like, cool. I’m gonna try that too. Or someone else is like, Hey, I struggled through this, this didn’t work. And someone helps them out through it. Or they decide, nope, not doing that. You guys, if you want to be around a group of people that are making things happen and 2024 that are doing things like I’m not even having meet and greets. Yeah, I know. I just shocked a lot of you. Or having virtual meet and greets. Yeah, people are doing that kind of thing. And it’s helping their bottom line. It has no bad effect. The number one thing most people are afraid of with that is fear. Oh my gosh, what if? What if? What if? Yeah, it works, guys.

And so my jumpers are doing things differently. And I’m so proud of them. I am like Mama Bear, Mama Bear proud. But if you’ve been looking for a group of people that you can rely on, that you can learn from that you can get inspiration and motivation from and you can be held accountable. The mastermind is where it’s at. And that’s exactly what we’re talking about this month. And I hope that you join us in there. I mentioned a ton of stuff on this podcast, so I know you’re gonna have questions. I welcome the questions but more than the questions I will chat with you, I would love to. One of the best things in my week is when I see these 20-minute meetings on my calendar, go tojumpcxnsulting.net/20. If you and I have not met yet, if we have not said hello, if we have not talked, please, let’s do that. I would love to help you through one challenge that you have oh, a wave the magic wand and tell you exactly what rock you need to look underneath to solve that problem. And, and I’ll also be very real, if you’re at the right point to join the mastermind or better marketing with Bella, or if you know, a downloadable product is good for you. Or maybe nothing is good for you. You need to just get your vision focused first, I will be the first person to tell you not to buy one solid thing from me. It is not a sales call. I want to be very clear about that. I have been in this business very long that I don’t. I’m not at that place that I need to do that I just genuinely want to help you. And there are so many avenues to help you. So this podcast is a longer one but I got excited about it. I want to know what you guys think about this. Is this exciting? Do you have questions? Let’s continue this conversation. Find out wherever this pot wherever this podcast was posted. post questions tag me. I’m Bella Vasta on Instagram. I’d jump into consulting on Facebook at Bella@jumpconsulting.net. The website is jumpconsulting.net You guys this has been another episode of Bella in your business. I am so excited for you guys to hear this episode. I can’t wait. And I will I will see you on the next episode. But until then I want to remind you that when life gets you down, always keep jumping by now

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