Art
Siegel

Selling To The Baby Boomer Generation

If you are in your 20's or 30's, you often sell to people of the prior generation. It is important to recognize that these people are not the same as you; they grew up in different times. And you must recognize that fact when Selling To The Baby Boomer Generation.

I'm 50 years old and have a great deal of purchasing authority. If you want to sell to me, there are a few things you ought to know.

Don't Underestimate My Brand Loyalty

When I was a kid, there were three television stations -- one for each major network. The most important program of the day was the evening news, because most people would tune in the news and then stay with that station for the rest of the evening. If you liked Walter Cronkite, you'd watch the entire CBS lineup. People would actually argue about which network was the best, almost as if they were talking about their political party. (Most people also voted a straight ticket in those days, and I didn't know of anyone who registered as an independent.)

Similarly, my father always drove General Motors cars, and most of the cars I have purchased have been GM. It's not that they are necessarily better; it's just that I think of General Motors as my car company. But that didn't stop me from buying a Jeep a few years ago or driving a Toyota now.

When you sell to me, realize that my generation tends to be very loyal to brands, stores and people they have dealt with in the past. We often view the brands we buy as part of our identity. I changed from Buick to Jeep because I really needed a 4-wheel drive vehicle that could haul big items, and GM didn't make a similar type of model at that time.

You won't get me to switch to your brand just because it's got a new feature or costs a little less. Your generation may switch brands that way, but mine doesn't. If you want me to switch, you'll have to show me a big enough reason to overcome my brand loyalty.

Price Isn't As Important To Me As You Think It Is

I found out a long time ago that most sales people just can't deal with the price objection. So, with everything I buy, I challenge the price and say I won't buy unless I get a discount. And it works. Most of the people I buy from give me a break, just because I asked for it.

The truth is, I've known for a long time that you get more or less what you pay for. I'm not really a price buyer - that's just a ruse to get a deal - I'm really a value buyer. I usually take the long view in any purchasing, considering not only the initial price but other factors such as expected life, service quality, supplies and so on. Besides, my time is valuable, too. If your price is a little high, and you've proven your product can give me value, I really don't want to spend the time shopping around in the hope of a better deal.

I'm Not Easily Impressed By Your New Technology

You think my instincts are old fashioned and that I don't appreciate the value of new technologies. You're right that I seldom use a computer, but that doesn't mean I am anti-technology. You see, I lived through the office automation boom of the 1980's when the experts said computers would drastically improve our productivity and eliminate paper. Neither of those things actually happened, but we derived many more subtle benefits from our computers, such as increased responsiveness to our customers.

I won't buy the latest technology for its own sake, because I have seen too many "state-of-the-art" developments come and go. However, if you'll take the time to understand the unique aspects of my company, and demonstrate convincingly that your technology can increase our revenues or reduce our costs, you've got my full attention.

I Want You To Communicate With Me As An Individual

While we are on the subject of technology, before everyone had a word processor on their desk, business letters were typed one at a time. There was no mail-merge, so we didn't send the same letter to dozens of people. If you wanted everyone to get the same information, you mailed a brochure. When you sent a letter, you thought about what you wanted to say to that person and that's what you wrote.

Now, I know you're still going to use form letters, but try to be creative enough in how you personalize them so I feel that you are actually talking to me as a person, not just another member of your mailing list.

My Expectations Are Lower Than You Think

I was strongl influenced by the Kennedy years. We had a president who stood tall against the Soviets in the Cuban Missile Crisis, and we put a man on the moon a year ahead of schedule. In those days, I believed that anything was possible, and I demanded perfection of myself and everyone else.

Since then, our national leaders have spent more time talking about the bankruptcy of our medical and retirement programs than whether we should send a crew of astronauts to Mars. And I've matured, too. My expectations of what I -- and others -- can accomplish are more realistic. So, don't kill yourself trying to convince me that your product is the answer to all my dreams. Just identify a real problem that needs solving, and show me how your solution will help eliminate that problem. You won't impress me with lavish claims, but you will with practical, believable solutions.

I Like To Receive Information In An Orderly Manner

Spend an evening watching Nick At Nite -- the TV of my generation -- and compare that with MTV or even Friends. I'm more comfortable with communications that have a logical flow from beginning to end, where everything is well connected. You may be comfortable jumping quickly from one topic to another, but I have a more difficult time understanding your point when you do that.

So think a moment before you speak. Fully describe one point about your product, give me a chance to ask my questions, and then go on to your next topic.

It's Important For You To Do Exactly What You Say

Believe it or not, the custom in most companies of people showing up for a 9:00 meeting at 10 or 15 minutes after 9:00 is fairly recent. People used to arrive at meetings a bit early to avoid being late. And if somebody said they would do something, they almost always did. I've learned to put up with tardiness and other lapses from my subordinates, but I expect more of the people who sell to me.

If you make an appointment with me for a certain time, keep it. If you say I will receive a sample, send it. And if you give me a delivery date, don't believe for a minute that a day or two later will be alright. The smartest thing you can do, actually, is under-promise and over-deliver. Promise me a proposal by Friday, and have it on my desk on Thursday. Tell me you'll look into something and get back to me by 3:00, and then call me with the answer before 2:00. Since your competitors are sloppy about keeping their promises, you'll really stand out in my mind if you always do at least as much as you promise.

I Value The Social Courtesies Of The Good Old Days

I grew up in the 1950s and 1960s. Although we gave the world Elvis and Pop Art, the temperament of the times was more formal that it is now. When they first met, people called each other Mr. and Mrs. rather than using first names. Business meetings were civil and followed Roberts Rules of Order. Times have changed, but I'm more comfortable with people who treat me and my environment with respect:

• Don't try to become too familiar too fast. Let me set the tone, and read my words and body language.
  
  
• Never interrupt me while I'm speaking, even if you know what I am going to say.
  
  
• Don't use profanity. Sure, I utter the occasional curse on the golf course, but never in the office.
  
  
• Subtle things mean more to me than you think they do. You'll really annoy me if you sit down in my office before I ask you to, or you pick up items on my desk.
  
  
• Dress for business. Clean, pressed clothes and shined shoes make me believe you have a sense of quality that may be reflected in what you sell to me.
  
  
• Don't act as if you think I have Alzheimer's when I pause for a moment to reflect on what you have said. I'm not brain dead; I'm interested, and I'm processing what you said.
  
  
• Don't tell me that I should do something because a lot of other people are doing it. I didn't earn my current buying authority by following the crowd.

So please understand that you and I have a bit of a generation gap. Most of my values and areas of comfort were established a long time ago, when many things were different than they are now. I don't expect you to be me; you are the product of a different time. But if you want to sell to me, try to meet me halfway. Deal with me in a way that makes me comfortable, and I just might buy from you.

SeaBird Associates Inc
3011 NE 7th Drive
Boca Raton, FL 33431
Phone: 561-750-9233
E-mail: Art Siegel

About Art Siegel