There are many differences between the generations, both in their values and expectations as well as in the lifestyles that they prefer to live. This can be a challenge when you are attempting to sell a product or service to a diverse audience. You may need to cater your sales and marketing message to many different generations at the same time, or you may realize that your sales team represents a different generation than the one you are marketing to. These situations represent some of the challenges that organizations face when it comes to selling to a multigenerational customer base. However, by understanding what the different generations value, you can more effectively connect with your audience and improve sales.

Knowing your market and taking the time to understand how the different generations think and feel about your product, service or brand will give you crucial information that can be helpful to the improving the sales process.  For example, does your community have a long standing history of being best in class and is well trusted?  Traditionalists, will want to hear about this before the latest technology you are using.  Does your service solve a problem for other influential clients? Your Baby Boomers will be interested in how you are helping other large clients as well.  Each generation will respond and connect with different parts of your sales messaging and process.  By tailoring your approach you can best target your audience.

There are five distinct American customer demographics.

Generation Z (Born between 1996 to current)

While millennials have sparked controversy over their “I’m going to quit my job and pursue my dreams” mentality, Generation Z has quietly learned from afar. Metaphorically speaking, they are the youngest sibling at the dinner table, wise just from watching. When marketing to this demographic –

·       Don’t create ads – Create value. 

·       You cant just talk about being an industry leader, you have to actually look the part. 

·       They don’t care about what you are selling them – They care about what you can do to help, them.  

·       You have to be able to be found in more than one place.

·       Give them the full story in 8 seconds or less.

·       They don’t  want to talk about changing the world, they want to actually do it.  

·       They buy online, so goodbye brick-and-mortar. 

·       They are extremely open minded – They want everyone to get along.  

Millennials – Gen Y (Born between 1981 and 1995)

Millennials are more educated and have more choices than any other generation before them. They are unpredictable, not always brand loyal, and are just as comfortable buying online as they are buying off the rack.  When marketing to this demographic –

·       They are loyal to their peer group and trust their opinions, therefore, testimonials and peer referrals are important.

·       They actively research products and services online before making a purchase, therefore being transparent about your features and benefits is critical.

·       They want to do business with organizations that have ethical values and show corporate responsibility, therefore promoting the good work you do in the community should be part of the sales conversation.

·       They seek transparency and honesty, therefore you must be open and honest with them around pricing, process and support provided.

·       They want things quickly: from customer service to shipping, they are used to a fast-paced lifestyle, therefore, long detailed sales processes will frustrate them.

Generation X (Born between 1965 and 1980)

This generation is an important target market because these individuals are at the peak of their earning and spending years. While they weren’t born in the internet era, majority use smart phones and regularly access social media. This generation does not want to just follow trends/ styles and is not easily convinced. When marketing to this demographic -

·       You need to avoid hard core sales tactics.

·       You need to convince them of your business claims with research and customer testimonials.

·       You need to combine traditional marketing efforts with digital promotional tools such as Facebook,  email marketing, and online adverts.

Baby Boomers (Born between 1946 and 1964)

This demographic represents individuals who focused on hard work, individualism, and social activism. They value trust, loyalty, and sense of community. Many baby boomers are retired or will be retiring soon. Boomers are the most likely to be bargain hunting; nearly 28.9 percent Boomers say they only buy clothing when it’s on sale, a larger share than any other group. When marketing to this demographic –

·       They will search for product information online, and through calls and emails.

·       However, they place higher faith in face-to-face communication.

·       They would be interested in knowing what your business stands for.

·       Discounts and bargain deals will appeal more to this demographic than any other.

The Silent Generation AKA “Traditionalists” (born between the mid-1920s and 1945). 

This generation displayed tremendous resolve to overcome the impact of the Great Depression and World War II.  They seek value for money, comfort, and a sense of belonging. Many of them are active seniors and do not like to be regarded as ‘old or dependent’. When marketing to this demographic -

·       They are the least likely to make an impulsive purchase.

·       You’ll need to target them with traditional marketing tools such as flyers, newsletters and postcards, although keep in mind that some of them will use the internet to search for information.

·       The promotional material should be in larger font for ease of reading.

·       Use grammar and language that they will appreciate.

·       Use a single image (one that conveys emotions) rather than a collage.

There was a time when companies held the upper hand, when it came to holding the attention of prospects. A well-placed ad could mean your business was on the high road to success, or at least traveling in that direction. But in today’s world, families don’t sit around the radio each evening, waiting to be fed information. We live in the age of proprietary audiences, where prospects have the power to swipe over advertisements with a quick flick of their thumb.

No matter what generation you’re trying to reach, learning to market across demographics should be an essential part of your long term marketing strategies.

In fact, multi-generational marketing is proving to be one of the top 10 marketing trends, and not just for the present. Trend reports are showing it will hold that place for the next 25 years. This means that knowing how to use the right language, how to use new technology to your advantage, and how to fine-tune your social media presence, can set your business up for long-term success.  

Assessing which category your ideal clients fit will really help you create a winning marketing message to make sure you have a strong and effective sales process. Respect the different generations correctly and you will ensure to get the highest ROI.