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Four Generations – Four Sales Strategies Distinct cultural differences Unique buying habits

Four Generations – Four Sales Strategies Distinct cultural differences Unique buying habits Work and family life balance Priorities. Traditionalists 1925 – 1945 67 – 88 years. Four Generations in the marketplace. Baby Boomers 1946 – 1964 48 – 67 years. Generation X 1965 – 1979

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Four Generations – Four Sales Strategies Distinct cultural differences Unique buying habits

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  1. FourGenerations – Four Sales Strategies Distinct cultural differences Unique buying habits Work and family life balance Priorities

  2. Traditionalists1925 – 194567 – 88 years Four Generationsin the marketplace Baby Boomers 1946 – 1964 48 – 67 years Generation X1965 – 1979 33 – 48 years Generation Y/ Millennials 1980 – 2000 Just reaching 30s

  3. Traditionalists • Mature or Silent Generation • Traditionalists • Influenced by military • 35 million in 2008 • Most affluent • 15% of workplace • Dedication, sacrifice • Experience will always be the best teacher • Conformity, blending, unity – “We First” Team • Hard, hard times then prosperity • Deference

  4. Born following WWII • Increased birth rates • 80 million • Most influential • 33% of workforce • Impatient Baby Boomers • Workaholics • Competitive • Success visible – trophies, plaques, certificates • Defined by their work • “We are the world, we are the children”

  5. Gen X • Questions authority • No shared heroes; they are the people they know • Watched lifelong employment end • Don’t believe it will happen to them • Carpe diem! Seize the day! • 13th Generation • Baby Busters • 45 million • 18% of workforce • Size above Matures • Influence less than Boomers

  6. Parents a big influence; well cared for by parents • Younger than other generations at same age • Group orientation • Always “on” • YOLO! You only live once! Millennials • Generation Y • Echo Boomers • Second largest generation • 75 million • 60-65% of workforce within 10 years

  7. Age of First Time Boat Owners From Left Brain Marketing

  8. Special Report on Boating & Fishing 2013RBFF and Outdoor Foundation

  9. Special Report on Boating & Fishing 2013RBFF and Outdoor Foundation

  10. Traditionalists & Boomers still havehighest potential Senior niche of Americans 60 years or older have the highest percentage of people who are either current boaters/fishermen or are interested in boating and fishing Of the nearly 40 million seniors in the US • 9.5 million (24%) currently fish or boat • 23.3 million (59%) are interested RBFF Niche Study – March 2011

  11. Work & Lifestyle Characteristics

  12. Whatmattersto Traditionalists and Boomers • History of organization • Name recognition of organization • Tenure in the marketplace • Historical and perceived quality

  13. What matters to Gen X and Millennials • The Individual, the ego • How things will affect their lives • How things will make them distinct • How you’ll impact their future • How they’re different

  14. Priorities may impactConsumer Spending

  15. Great recessionhas changedconsumer attitudes 33% more careful with spending 27% not financing purchases 22% are/will be more cautious with leisure purchases Reasons unlikely to purchase boat in next 3 years: • Lack of disposable income – 16%of current boat owners; 20%of non-owners • Too much debt already – 7%of current boat owners; 6%of non-owners • Unable to get financing – 1%of current boat owners; 2%of non-owners RBFF-BrandSpark Study 2010: Consumer Attitudes

  16. Target respondents:US residents age18-69; household income >$60,000 – includes boaters & non-boaters RBFF-BrandSpark Study, 2010: Consumer Attitudes

  17. Sellingto Traditionalists • Ask for the “rules of engagement” • Traditional sales process • Testimonials, credentials • Face-to-face or telephone; stay in touch even post-sale • Under promise, over deliver

  18. Selling to Boomers • Brand, brand, brand • Expect strong work ethic from you • Technology, time-savers important • Communicate along the way, and after the sale

  19. Sellingto Gen X • List all available services and options • Data and information – more is better • Relationship selling – NOT! • Control • Transparency; straight-forwardness

  20. Business is transactional • Well-connected, savvy; simple, sleek, modern marketing • Guide them through process; don’t give many choices • Be genuine and helpful • Make financing easy, not scary Sellingto Millennials

  21. DIVERSIFY Traditionalists Baby Boomers Generation X Gen Y/ Millennials

  22. FourGenerations – Four Sales Strategies TRADITIONALISTS BOOMERS Ask for the “rules of engagement” Brand, brand, brand Traditional sales process Expect strong work ethic Testimonials, credentials Technology for efficiency Face-to-face/phone; stay in touch Time savers important Under promise, over deliver GEN Xers MILLENNIALS List all available services and options Business is transactional Data and information – more is better Well-connected and savvy Relationship selling – NOT Simple, sleek modern marketing Control Provide guidance/not many choices Transparency; straight-forwardness Be genuine and helpful Make financing easy, not scary

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