Tailor Your Sales and Marketing to Generational Differences

 

For those in sales, it’s never been a more exciting – and confusing – time. Today’s customer base is so diverse in age, gender, race, religion, and geographic upbringing that the old rules of marketing and sales are obsolete. No longer can we have one message that suits all customers. I thought it would be helpful to review what marketing and selling strategies are effective when dealing with each of the four generations of buyers today.  Let’s start with an overview of the characteristics of these generations.

 

The Matures are the over-60 crowd. They grew up in a world clear on what’s right and wrong, good and evil. Matures are hard working and loyal. Perseverance and stability is valued.

 

The Boomers are 41-59 and are the knowledge generation. This group needed to uncover the truth – Vietnam, Watergate, political assassinations, and nuclear energy. In-depth news coverage, such as 60 Minutes, became the norm.  Education, information, and investigation are the tools for success.

 

The Xers are 28-40, the first generation to push back on the conventional me-too attitudes of the earlier generations. Do I really need to go to college? How can I lead a balanced work-family-fun life and still earn a good living? I’m an individual; don’t label me.

 

The Millenials, born since 1977, have come of age in the 21st century. These people don’t just push back; they challenge what doesn’t make sense and work to change it. Their world is diverse, tech-savvy, community and team oriented. Millenials have access to a global library with information at their finger tips.

 

An important concept to consider before addressing the specifics of selling to the various age groups is this.  We are more comfortable dealing with people within ten years of our own age.  Why? We share common life experiences such as television shows, movies, news events, and popular foods. We had similar parenting, schooling, and communication methods. When we meet people within our ten-year scope, we have a familiar unspoken relationship. Here are examples of two different age-based buying styles I experienced last week.

 

I had e-mails from two prospects.  The first e-mail was from a business owner who had heard my presentation at a convention. He asked if I had time to talk by phone to discuss his business issues and see if I could assist. We set up a phone appointment by e-mail.

 

In contrast, the second e-mail was from a large company department manager who had also heard me speak.  She wrote that she had checked my website, downloaded pertinent information, and determined how I could assist.  What was my fee and availability?

 

Can you identify what age groups were represented in each e-mail? Here was my guess. The first was from either a Mature or Boomer who wanted to personally connect so we could get to know each other to determine if we should do business.  The second was from one of the two younger groups, Xers or Millenials, who had done their homework, determined a possible fit, and used the communication method that was most comfortable and efficient for them – e-mail.  Turns out I was right. I responded to each, using their preferred method of communication. In a buyer-seller relationship, it’s important for the seller to take the lead from the buyer in method of communication.

 

Let’s move on to the tactics to tailor your marketing and selling strategies to the style and uniqueness of each generation.

 

Matures. Just remember two words when selling to matures – trust and relationships. Honesty, sincerity, and attentive interactions build trust. Get to know these folks personally. Learn about their lives, their families, and their accomplishments. Maintain regular contact during and after the sale and you’ll not only have a long-time client, you’ll have a referral source.

 

Matures may appear frugal (this is the original coupon-clipping generation), but what they really seek is value for the money they spend.  Show them why others have bought, the benefits they’ll get, and the peace of mind they’ll have.

 

Be alert to physical changes in the mature set.  Use larger font type, offer wide-barrel pens, and speak clearly and slowly.  Avoid information overload.  Instead, use stories and metaphors to illustrate your points.  Stop for questions and comments when explaining things. Provide written summaries of your discussion. Follow up to see if they have any further questions.

 

Building trust and relationships with matures reinforces your credibility and commitment.

 

Boomers. The twenty-year span of this demographic causes a great deal of diversity in their buying habits. Boomers are both first-time parents and grandparents, raising children and taking care of aging parents, careers on the rise and retirement on the horizon.  Family households look very different from the Mature generation. Single men, single women, single parents, same-sex households, parents living with children and grandchildren – anything goes.

 

Among this diverse group, there is one consistent characteristic.  In contrast to the Matures who labored hard to have it all, the Boomers educated themselves to have it all.  With the right information and knowledge, Boomers could advance into the corner office, research investment strategies, and raise perfect children. Even though the economic bubble of the 80’s and 90’s burst, the Boomers’ quest for knowledge and education continues. They research health and fitness, pursue executive MBA’s, participate in book clubs, investment clubs, and professional development organizations.

 

Boomers strive to make educated decisions. Give Boomers information and documented expert advice with options so they can make the right decision for themselves. Tailor your message to their individual needs rather than abstractions. And don’t forget to cater to their belief that they are not getting old, just better.

 

Xers. This generation developed their own brand of uniqueness. Where the Boomers bucked the establishment politically, the Xers bucked it socially. Many chose not to go to college (to their parents’ chagrin), marry later in life if at all, and change jobs every three to four years. Xers, who invented extreme sports, thrive on risk and change.

 

Xers don’t want to be slotted in any marketing category, which ironically has created how sellers market to them. Sprite ads shout “Obey your thirst.” Prudential took a turn on its “Get a piece of the rock” to “Be your own rock.” Oldsmobile created Saturn as its automobile brand for Xers. Proclaiming “A different kind of company” they offered a money-back guarantee, no-haggle price, and hosted Saturn conventions forming strong, loyal bonds with customers. When Saturn changed this marketing model recently, customers disappeared.

 

What the successful campaigns illustrate is that Xers don’t want sellers to insult their intelligence by doing a hard sell. Ask Xers about their lives, their assets, what they want to protect and what they already know about what you’re offering. Provide them information to do their own research and product comparisons – and it had better be technologically driven.  Progressive Insurance has a direct marketing approach is clearly Xer focused.  Progressive invites customers to come to their web site and they’ll do your shopping comparisons for you. Their implied message is what Xers want to hear – you’re smart, you know how to do this, we’ll just make it easy for you.

 

Millenials. This group is like no other. There’s confidence in this emerging generation.  They have grandparents and even great-grandparents whom they trust and admire. They’ve been part of play groups, car-pooled, and teamed up since early childhood. And unlike the Xers and Boomers, these young people actually like their parents! So much so that many have a hard time leaving the nest.

 

The first generation to be born into a technological society, they move past bells and whistles that are commonplace to them and seek truthful, forthright information when making buying decisions. They are optimistic and realistic. Government health and social security plans may not exist when they age, so they are already thinking about alternatives and preparing for their future. 

 

Some marketers have suggested that this is the new Mature generation, seeking trust and relationships. They are family and home-oriented with conventional attitudes as opposed to the extreme and independent approach of Xers. This demographic relies heavily on group approval. Communicate concisely on what you can do for them and how your product has helped others.

 

All generations are unique in their buying process. Observe television and magazine advertising that targets the different age groups. Pay attention to others when you do your own shopping and pick up helpful tips. Talk to coworkers in age groups other than your own to understand what they look for in a buying experience. Relate to others in ways that work for them, and your business will expand across generational boundaries.

 

Emily Huling  Selling Strategies, Inc.  P.O. Box 200  Terrell, NC 28682
Phone: 888-309-8802   Fax: 888-309-7355
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