It’s time to end the insanity.  Really.

Today, I read not one but TWO articles about how millennials are consuming content that were massively flawed down to their core.  And yet, for some reason, you people are sucking this crap down like a glass of cheap vodka after you blew the sale of that $90,000 Corvette.

Here’s one of them.  It’s called “Millennials Spend 18 Hours A Day Consuming Media – And It’s Mostly Content Created By Peers.”

It’s on Entrepreneur.com and so you’d think it’d have some credibility.

Except for one minor detail.  Most millennials aren’t awake for 18 hours a day.  

Hell – half the other articles out there start with “millennials sleep in their parents’ basement for 18 hours a day”.  I’m more likely to agree with that one – at least when it’s talking about the millennials who love Sanders.  

(Author note: I’ll save some of you from having to say this in the comments.  Yes, I made a political joke on an automotive focused website.   You’re car people.  Relax – you’re fine.  Please continue reading.)

Lesson One – Shut Up And Listen

There’s actually a relatively simple little thing you need to keep in mind if you want to successfully sell to millennials.  

Back off the hardcore close.  

Now before you scoff and move on, let’s talk this through for a second.

You’ve been taught that you should always be working towards and pushing hard for the close.  But for some of you, it’s put a mental block in your brain.  You’re so focused on “the close” that you’re not focused on “the listen”.

You keep hearing the 20-something talk about how sexy that Camaro is, but you missed the part where his heavy college debt leaves him with just enough of a monthly payment for a Spark.

You keep hearing that the young woman really likes the Fusion, but she mentioned she’s hoping to be pregnant soon.

These might sound like silly examples – but when you think about it, they have one thing in common.  You stopped trying to be helpful because you were focused on closing the deal.

The reality of it is that this lesson can be applied to ANY generation.  But millennials?  They just happen to be the group that’s less likely to come out and communicate that with you.

Lesson Two – Stop Whoring Out Social Media

You’re slapping ads on Facebook for your cards.  You’re putting up specials on Instagram.  You’re tweeting out promos.  You’re complaining that “SnatchChat is for teens to share porn”.

Stop the insanity.

Stop.  Selling.  Shit.  

I get it.  You’re sales people.  You’re conditioned to sell stuff.

And that’s exactly what you’re doing wrong.  Again and again and again on social media.

Social media is all about engagement.  Interaction.  Unique, creative and engaging content.

Wonder why you’re not selling more cars on Facebook?  Because you’re not supposed to be.

Want some examples?  Look at Yeti.  The North Face.  Red Bull.  Or follow me on Facebook.  I’ll bring you guys some more examples from time to time.

But please.  Stop the desperate scramble for studies on millennials…and start doing a little studying on your own.

Kyle Reyes is President and CEO of The Silent Partner Marketing. He’s also an acclaimed keynote speaker on entrepreneurship, leadership, marketing and social media and has been dubbed "The Millennial Whisperer". You can find him on Facebook, LinkedIn and Snapchat @dasilentpartner.