Don’t Sell to Kids

Those who manufacture, sell and/or install 12-volt accessories have probably heard some segments of their target market referred to as “kids.” The next time you hear this word – or catch yourself about to say it – stop the speaker or stop yourself. If you use it to describe the people you’re trying to sell to, you’re doomed (while we’re on the topic of semantics, we could use a stronger word, but this is a family-friendly Quick Tip).

The words you choose to describe a person, or group of people, convey what you think of them – and consequently, how you deal with them. So let’s take a close look at this seemingly innocuous word and see what its use infers.

“Kids” are not your equal. They are not worth taking seriously. They are inexperienced and ignorant. And that’s at best. At worst, “Kids” are nuisances who should be anyplace other than wherever you are. They can come back when they achieve your level of wisdom and sophistication.

By now, the issue should be apparent. Even those who profess efforts to reach the “Kids” on their own demographic ground have already failed because they’re talking down to those they’re supposedly trying to connect with. And these insightful consumers know it, even if they never encounter the actual word in advertising or marketing, or from the retail sales associate. As they well know, it’s all about attitude – and a dismissive word like “Kids” provokes entirely the wrong one on every level.

Despite however many years may separate you from your consumers, take the opposite stance from the third paragraph of this Quick Tip. Treat them with respect. Recognize their already-substantial knowledge and encourage their enthusiasm about the installation scene – and your products and/or services. If you wait for “Kids” to “grow up” before you consider them worthy, chances are they won’t come back.