Four Generations of Customers – Four Approaches to Selling

Sales teams face the challenge of effectively selling your organization’s products and services to different types of customers. Your customer base, more than likely, is comprised of four generations (Traditionalist, Baby Boomer, Gen X and Gen Y). Each of these customer groups possess unique identities and expectations of how they expect sales people to interact with them. It is important for sales representatives to tap into the values, expectations and buying motivations of each generation in order to increase levels of customer engagement. The higher the level of customer engagement, the higher likelihood that the relationship leads to sales. The objective of this workshop is to provide concrete tips and techniques for how to apply a generational approach to the sales process.

We explore the identities of the four generations and how these identities translate into different behaviours and expectations. We discuss how to execute a sales process that engages all four generations. Participants leave the session having solved a sales challenge and having analyzed how their current sales process can be improved.

Audience: Sales representatives, sales managers
Length: Half or full day workshop; 60-90 minute presentation

  • Key characteristics and values of the four generations
  • How generational identities translate into different behaviours, as it relates to authority and work styles
  • Generational perspectives of customer loyalty
  • Layering on a generational perspective to the sales process
  • Solving an individual sales challenge

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