Generational Selling Tactics that Work Quick and Dirty Secrets for Selling to Any Age Group

by Marston, Cam

• ISBN13: 9781118018385
• ISBN10: 1118018389
• Edition: 1st
• Format: Hardcover
• Copyright: 2011-04-26
• Publisher: Wiley

Summary

Everyone likes the same type of sales style and the same type of service...right? Nothing could be further from the truth. Today s marketplace is made up of people of many ages and backgrounds. The marketplace is more diverse than ever. It is highly unlikely that you can just sell to people like yourself. You are selling to everyone. In fact, to be successful, you must be able to connect with and sell to people who are nothing like you. And that means different value sets, different communication preferences, and different selling points. If your your sales team doesn't know about the four generations, it will impact the bottom line. Each generation, with their unique values, defines a quality sales or service experience in their own unique way. What Gen X may prefer, Matures may think is outright rude. What Boomers define as "rapport building", Millenials may define as a waste of time. In Generational Selling, Marston explores the sales and services biases of each of the four generations and gives simple, easy to execute ideas for how to best work with each. It is highly energetic, highly engaging, and full of immediately actionable ideas that translate into increased sales.

Author Biography

Cam Marston is founder and President of Generational Insights. He is a consultant and author who has worked with Fortune 500 companies and small businesses throughout the world to improve sales and marketing efforts to targeted demographics and generations. He has presented his findings to audiences ranging from small local associations and businesses to a handful of Fortune 500 executives in a corporate boardroom. For more information, please visit www.generationalinsights.com.

Table of Contents

Preface	p. ix
Acknowledgments	p. xiii
Selling and the Generations: Making a Connection	p. 1
Snapshot of Baby Boomers	p. 27
Selling to Baby Boomers: The Search for Control	p. 53
Snapshot of Millennials	p. 83
Selling to Millennials: The Search for Connection	p. 109
Snapshot of Generation X	p. 137
Selling to Generation X: The Search for Truth	p. 161
Snapshot of Matures	p. 189
Selling to Matures: The Search for Quality	p. 213
Closing the Deal: Connecting and Selling across Generational Lines	p. 231
About The Author	p. 241
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