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Thursday, February 7, 2013

Selling to the Generations

            In a terrific article in the June 2011 issue of Professional Builder (click HERE and see pages 48-50), contributing editor Pat Curry examines how to reach different generations of buyers.

            Within the story, father-daughter researchers Larry and Meagan Johnson shared traits of these important shoppers. Read the information below to better understand the people you deal with on a daily basis and to develop strategic selling approaches.


                        Born before 1945 with the nicknames of Depression Babies and the Silent Generation

                        Generational Influences: The Great Depression, World War II, Korean War and the Cold War

                        Key Traits: loyal; respectful of authority; masterful; experienced; high commitment to quality; and stubbornly independent.


            Baby Boomers:

                        Born between 1946 and 1964 with the nickname of the Woodstock Generation.

                        Generational Influences: The Vietnam War, the Sixties, the civil rights movement, post-war social change, feminism, Roe v. Wade, and Watergate

                        Key Traits: Interested in spirituality and making a difference; pioneers of anti-discrimination policies; well educated and culturally literate; questioners of authority; seekers of financial prosperity; and not in a rush to retire early.


            Generation X:

                        Born between 1965 and 1980

                        Generational Influences: Divorce, pop culture, MTV, fall of the Berlin Wall, dot-com era, end of the Soviet Union, and the Cold War

                        Key Traits: Highly independent; entrepreneurial; survivalists; tenacious; resilient; responsible; family-focused; comfortable with unstructured, outside-the-box choices; always want options and choices.


            Generation Y:

                        Born between 1981 and 1995

                        Generational Influences: Technology, doting parents, globalism, terrorism, economic boom and bust

                        Key Traits: Friends and socializing; racially color-blind; at ease with technology and multi-tasking; want work-life balance; value social responsibility; expect praise and notice.



                        Born after 1985

                        Generational Influences: Facebook, Twitter and Social Media

                        Key Traits: Best friends with their parents; live and breathe technology; tolerant of alternative lifestyles; involved in green causes and social activism; tuned in to pop music and TV culture.


            To view this entire story, click HERE.



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