Sales is rapidly changing as younger buyers and larger, more complex buying committees become the norm. 71% of B2B decision makers are now 45 years of age or younger and that’s expected to exceed 75% in 2025. Layer on the expansion in the number of direct and indirect stakeholders in buying decisions and the core sales skills required to create pipeline growth today is becoming very different from what many salespeople are familiar and comfortable with.

In this episode, Matt Heinz, Founder and President of Heinz Marketing, explains how the growing influence of millennial and Gen Z decision-makers is driving sales teams to change their communication styles. Despite these shifts, foundational core sales skills like proactive outreach and early, consistent engagement remain essential for sales success, regardless of the target audience.

Matt also talks about how crucial it is to respect the buyer’s journey. For all the pressure on salespeople to perform in what is a challenging environment right now, sales is still about playing the long game. Investing in relationships early on builds trust and will accelerate deals. Instead of forcing people through the sales process, Matt suggests sellers focus on becoming trusted experts and connectors. By doing this, they build credibility and trust in their industry.

Building real connections and delivering true value is the key to winning over the rapidly-growing Millennial and Gen Z buyers that are stepping into senior roles. Today’s buyers expect transparency and authenticity more than ever.

The game has changed. Buyers are more informed, and our role is to guide them with patience and value.

Engage early, offer real insights, and establish credibility that’s hard to overlook. When you give advice, provide solutions, and show expertise, you build genuine relationships that lead to better results—on their terms.

Now, that’s how you create a healthier pipeline and build stronger, more meaningful relationships with your customers.

 

In this Mental Selling episode, you’ll learn about:

  • Adapting Sales to Younger Buyers – Learn why building authentic, trust-based relationships is now critical to overcoming skepticism from younger buyers.  
  • Early Engagement for Long-Term Success – Understand the value of engaging buyers early in their journey to influence the decision-making process.  
  • The Importance of Brand in Modern Sales – Explore how strong personal and company branding helps salespeople stay top-of-mind throughout the buyer’s journey. 
  • The role fear plays with both buyers and sellers – From the sales process and buying journey to the “how do we not screw this up” journey.

What to listen for:

  • (00:00) Introduction to the show and and guest Matt Heinz 
  • (01:31) Building trust with skeptical buyers  
  • (05:52) The fluidity of today’s buyer’s journey  
  • (07:47) How to leverage the first mover advantage  
  • (10:22) Understanding your ideal customer profile  
  • (13:15) What is a “poised” prospect?  
  • (21:25) The role of buying committees in sales success  
  • (24:56) The “double thank you” framework
  • (34:17) The role and value of brand in sales 

Additional Resources From This Episode:

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