Generational Spotlight: Selling to Millennials

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While some may describe them as self-centered, spoiled, or even just plain lazy, millennials are rapidly increasing their influence in the business world.

While some may describe them as self-centered, spoiled, or even just plain lazy, millennials are rapidly increasing their influence in the business world. Estimates suggest that millennials will comprise half of the U.S. workforce by 2020, yet some companies continue to struggle finding ways to evolve to meet the needs of this generation.  Here are a few ways companies can try to expand their customer base and inject some youthfulness into their brand name and marketing strategy.

Tech Savviness

Obviously, the millennial generation values technology more than any other, but it’s important to use technology only when it makes sense and only when it works. Showing presentations on your iPad of tablet can engage the millennial customer.  Nothing is a bigger turn-off for millennial consumers than […]

Generational Spotlight: Selling to Baby Boomers

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No doubt, sales is hard.  To succeed, you really have to know your customer. Here are some tips for connecting with Baby Boomers.

Born between 1946 and 1964, Baby Boomers make up the second-largest portion of the U.S. population (having recently been overtaken by millennials), which means that they are a crucial part of any business market. Understanding how to sell to this generation and knowing the key distinctions between this and other generations can mean the difference between a sale and a polite declination. Take a look at some overarching qualities of the Baby Boomer generation.

They Value the Salesperson

A common refrain when talking about Baby Boomers is that they must be comfortable with the salesperson before they can become comfortable with the product. This entails face-to-face interaction, paying attention to body language, and small talk, at times. Baby boomers are known to quickly categorize and make decisions about people and […]

Overcoming the Generational Gap in Today’s Workplace: Easier Said Than Done

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In an earlier time, the workplace was dominated by one or two generations and it was often possible to do business mostly with people close to your own age. Not anymore.

Good leaders know we’re all more comfortable working with people from our own age and background. Every generation sees the world through a filter shaped by its formative experiences. Thus, generational peers are likely to “speak the same language.” Sending the wrong generational signals creates a generation gap. Today there are four major generations in the workplace:

  • Matures (born before 1946)
  • Baby Boomers (born between 1946 and 1964)
  • Generation X (born between 1965 and 1979)
  • Millennials (born between 1980 and 1997)

 Connecting with Matures

Duty and sacrifice are at the heart of the Mature mindset. Matures usually do not have an inflated ego or sense of self-importance and they don’t expect special treatment but they […]

Key Considerations When Communicating Across Generations

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Surveys and market research have shown that different generations have very distinct views about products, politics, religion, careers, and just about everything else.

Generation is one of the most important factors that shape people’s opinions and views. But where are the generational dividing lines, and what are some of the key considerations when communicating to each distinct generation? What follows is a brief primer designed to answer these questions and more.


40 Million born before 1945: Are now past the traditional retirement age of 65. Although most are retired, about a third will continue to work at least 5 years beyond retirement. Most Matures are now focused on retirement pursuits, health and aging issues, and their legacy to their children and grandchildren. 16 million Matures served in the armed forces during World War II. Almost one million of them were killed or wounded during the war. Matures have the highest household net worth of […]