Fact: Harley-Davidson Motorcycles sales doubled in the early 90’s and the majority of buyers were boomers.

·         Boomers are beginning to see the errors of their ways. They are shifting from “Live to Work” to “Work to Live.” Therefore, appeal to fun and family in your product/services.

·         They are optimistic and ‘believe their own press.’ Appeal to their “Conquer the world-Golden child” attitudes in your marketing of product/services.

Generation X

Fact: Home ownership is unrealistic for many Xers. The median price of a home (adjusted for inflation) has increased 78% in the last 30 years.

·         Xers want to eXperience and eXperiment. Hence X games. They will pay to play as long as they have a say.

·         Xers have become focused on family/community being products of divorced homes and ‘latch-key’ living. Products/services that encourage time spent in groups or community will be welcomed by twenty-somethings.

Millennial Generation

Fact: 100 billion is spent on Millennials annually around the globe.

·         They are the most catered to generation in the history of our Republic. Products that extinguish the fear in parents that ‘Little Michael’ & ‘Little Jessica’ (most popular names in ’92) will not dominate their peers – will be hot items. Translation: My kid must be ranked #1.

·         Millennials will be known as the “Multi-tasking Generation.” Design sales/marketing strategies that abuse the idea of multi-tasking. They have no problem with combining functions/formats as long as it fits their lifestyle. There is untapped, pluralistic potential here.

Customer Service

Boomer

Cultural Observation: Most stressed out generation in history

·         Market your product as a ‘service’ to boomers. They want to feel the product fulfills the values of health & wellness for their soul.

·         Boomer buzzword: “Cool.”  They liked the concept in the 60’s and still think it is cool to be ‘cool.’ As you service the boomer, become an expert in ‘cool-translation.’ This means boomer needs to think & feel they just discovered the fountain of youth.

Xer

 Cultural Observation: First U.S. generation to NOT replicate or improve on their parents' lifestyle.

·         They dislike “Sell Outs” and being “Sold” to. If your customer service smells of ‘selling,’ say sayonara to customer satisfaction.

·         Cynical & sarcastic to the core due to the “Me Decade (80’s)”—Xers will often welcome irreverent, counter-intuitive, authentic service for a greater purpose. (See Ed Debevic’s restaurant)

Millennials

Cultural Observation: Channel One reaches 12,000 schools in 47 states (free, ad-bearing educational TV programming to grade-school classrooms)

·         Millennials are realizing they have the power as consumers, therefore, don’t fight them. Let them spread your brand. They are your free-agent-customer service-reps. They like the power.

·         Silicon savvy to the core. They are extremely comfortable and desire technology in their consumption. Drown your customer service in technology and you are speaking their love language.

Cross-Generational Sales Teams

Boomer

Boomer Pop Philosophy: Behind the rebellion (60’s) is the belief they can see    a bright, bright sunshiny day (Johnny Nash’s chart-topper of ’72)

·         Boomers expect R-E-S-P-E-C-T. They have put in their time and want to hear & see recognition of their performance. Public recognition is best.

·         Boomers believe there is an “I” in T-E-A-M. It’s called “Team Involvement.”  They excel at team. They wrote the book on team. So, respect & invite their ‘take’ on team, if you want to see synergy in your sales.

Xer

          Xer Pop Philosophy: Behind the ‘slacker’ is a fanatical drive for ‘purpose’ over    ‘principals’

·         Self-Development. Xers are self-reliant, self-developers. Give Xers access to knowledge, information, training, resources and they will “Just Do It.”

·         Freedom. Customize a path for the Xer so they can operate out of excellence—as an entrepreneur/free agent. Otherwise, they will become your competitor.

Millennials

Millennial Pop Philosophy: Behind the PlayStation & Xbox generation is a generation who believes they are the heroes for our nation’s ills

·         Millennials expect standards & procedures with their responsibilities. Allow them to set goals & standards—they will constantly overachieve. It’s in their genes.

·         Are you looking for the ultimate team player? Grab some millennials. They combine Boomer teamwork ethic with hardworking mentality of Silent Generation (b. 1925-42) and technological savvy of Xers.

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