Yes, I’m going to talk about demographics. And generational preferences.

Because here’s the deal: if the solution you’re selling is bought by multi-generations, then you need to adjust your sales strategies to fit the needs of those generations.

True Story

A Baby Boomer friend of mine, “John,” wanted to improve his health by hiring a fitness trainer.

John found a bodybuilder online who had a training program that looked promising.

He texted the bodybuilder and they had a short exchange that indicated that John was interested. The trainer then asked, “So, are you in?” John said he was interested but wanted to see the agreement since no details had been shared yet regarding the service. The trainer followed up by emailing an agreement.

John noted the agreement was thin and lacked detailed substance, but was still willing to invest in it. Since it was late in the day, he decided to wait until the next day to make a payment.

The trainer then contacted John early the next day, asking again, “So, are you in?” John felt pressured and told the trainer that he could use some sales training because he kept trying to push a close.

John reminded the trainer that as a buyer, it was the trainer’s responsibility to fit into John’s schedule, answer John’s questions, and be sensitive to his needs—not the other way around.

The trainer’s response?

“I’m running a business! And I’ve already wasted enough time talking with you. Good luck and I hope you find what you’re looking for somewhere else.”

Yowza.

A few observations:

Not once did the trainer have a phone call with John. For the Baby Boomer generation, they appreciate live conversations. Not texts or emails but a genuine telephone conversation.

Most marketers know Millennials prefer texting. However, if you’re in business, you need to realize this isn’t the preference of everyone. And if you want to attract consumers in the Boomer market, you definitely need to adjust your approach to match their preferences.

Too many entrepreneurs and business owners think that they’re the most important person in the room. But if you want someone to pay for your products or services, you need to meet them smack dab in the middle of their preferences. Not yours.

Years ago, I read a great book: Generational Selling Tactics that Work: Quick and Dirty Secrets for Selling to Any Age Group by Cam Marston.

Marston clearly identified each major demographic—Seniors, Baby Boomers, Generation X, and Millennials. Each has their own preferences when it comes to sales conversations.

Baby Boomers, for instance, like telephone calls. They value face-to-face interactions, also.

So the fitness trainer—a Millennial—wasn’t sensitive to these preferences. And he lost a new client because of it.

Over the past ten years, I’ve heard a certain phrase used with greater regularity: “Well, he/she/they aren’t my target market.”

If you are specifically targeting Baby Boomers, then yes, you won’t be as concerned about what Millennials think about your business.

But if your solution is aimed at a multi-generation audience, then you should study closely each demographic to determine what triggers a positive response.

What is sad is that John wasthisclose to signing on the dotted line. However, he felt pressured and when he expressed that to the trainer, he was accused of wasting the trainer’s time.

The sales conversation should never be considered a waste of time. Once you have an interested buyer, you’ve been given a gift. Even if you don’t close the sale, you’ll learn much from the process if you keep your eyes open.

Listen. Be responsive. And be respectful. You’ll close a lot more sales when you do.