You may have seen our
iMAPS Chicks presentation on Generational Marketing where we break down the general differences in each age group's world views and attitudes. In this post, we are going to give you some tips for selling to different generations. Please remember that there are exceptions to every rule.
Mature Generation (Born between 1900-1944)
This generation is also known as the Traditionalist Generation. They prefer traditional methods of communication, just like the name suggests. Most of your clients in this generation will be very organized and prefer to deal with details face to face. Traditionalists do not want to leave a voicemail and may hang up if they do not get a "live" voice when they call your place of business. If this generation represents a large portion of your clientele, keep this in mind when you arrange your employee structure. Most Traditionalists prefer print outs or "hard copies" of contracts, proposals, etc
Baby Boomers (1945-1964)
The Baby Boomers are the most extravagant of the four generations featured in this post. They are accustomed to instant gratification and want results right away. While they would love to meet in person, their time is extremely valuable and you may have to work around their schedule with a phone call. Most Boomers have at least a limited knowledge of the internet even though they may not be totally comfortable with the technology. Return their phone calls right away as they will leave voice messages and expect a quick follow up. Most of your relationship will be formed over the phone.
Generation X (1965-1979)
Generation Xers are also referred to as "Digital Tourists" as they were not born into this highly technological world, but they have adjusted well. Gen X will use the phone for talking, but are much more likely to use it for email or Web/Social Media. This generation actually considers a phone call an intrusion, and will instantly go on the defense if a sales call was not initiated by them. The best way to open a conversation with a Gen Xer is by email.
Millenials (1980-1993)
While Gen Xers are called "Digital Tourists", Millenials are considered "Digital Citizens." The technology that drives the world today was developed during their childhood and they grew with it. If you think it is challenging to get a Generation Xer on the phone, don't even try with a Millenial. Your best bet for communication is by text or Social Media Platform. Email even seems archaic for this demographic.
Try to remember that no matter which level of technology you are comfortable with, you must adapt to your client's preferences in order to give good customer service. For more information on Generational Marketing,
contact us!
