People who were born between 1965 -1979 stand apart from other generations for many reasons. They represent the smallest segment of the American population. They were the first generation to gain everyday access to computers and the internet. They were also the generation hit hardest by the 2008-2012 recession. All these factors combined produced some of the toughest customers of all time. I’d like to share with you 3 down and dirty ways to improve your chances of successfully selling to this demographic—known as Generation X.
The internet made them powerful
Knowledge is power, and in the Age of Technology, the internet is the key to the Kingdom. In a previous article, I explained how the internet leveled the playing field in sales by giving people unlimited access to scoping out products, companies, and even customer service reps. No one possesses more advanced research skills than Gen Xers because they were weaned on computers and became tech-savvy during their formative years. More than likely, their ability to gather online information about you and your product supersedes your own.
What you need to do:
- Make sure you have an easy-to-navigate, user-friendly website.
- Attach links to case studies on your site; testimonials alone won’t cut it.
- If you can reference a non-biased third-party advocate of your products or services, you’ve hit the jackpot! (Think Consumer Reports.)
They have no time
Everyone is busy nowadays, but a Gen Xer’s version of busy is on a whole other level. Their kids are involved in every after-school program imaginable, and many of their college-aged kids have either moved back home after graduation, or are planning to do so.
Xers have been part of the workforce for a long time, and many have taken on high-pressure management jobs requiring them to work 60-70 hours per week. To top it off, some have taken on the time-consuming/stress-inducing role of primary caregiver to an aging parent. Understandably, this all adds up to the perception that they’ve “got absolutely NO time for anything!” The last thing they want is to hear about a product or service sold in the form of a verbose, detail-laden sales pitch. (The Gen Xers coined the phrase: TMI!)
What you need to do:
- Streamline your sales process, and make it as simple and concise as possible.
- Create customer-friendly, time-saving web portals, including; schedules, surveys, and even order forms.
- Make yourself available for some (limited) hours beyond the standard 9 to 5.
They’re not jaded; they want control
Xers often present themselves as cynical, close-fisted, and even suspicious, but these tendencies are not without reason. Many of them had their savings wiped out during the Recession, and some have yet to fully recover—financially and emotionally. They are huge fans of bargains, and are uncomfortable if they’re not clearly getting the best bang for their buck. They often imagine everyone else is in control of their time, and will likely grab the reins when it comes to determining the moment when they actually purchase. (They will bristle or perhaps abandon the sale altogether if they feel pressured in any way.) They prefer a no-fluff/bottom line buying experience that puts them squarely in the driver’s seat, and they won’t hesitate to let you know they’re not interested in “sharing the power” during your interactions with them.
Here is what you need to do:
- Let a Gen Xer know about a rotating inventory or a promotional sale; this is a non-pressurizing way to generate interest.
- Automate the key aspects of your sales process online, and make yourself available for consultation on an as needed basis rather than requiring them to rely on you every step of the way in the purchasing process.
- Beware of employing old-school selling tactics that are manipulatively designed to instill a sense of urgency; these will likely blow up in your face. Don’t do it!
Gen Xers often seem guarded in sales situations, but as long as you adjust your interactions with them based on their specific needs and concerns (as outlined in this article) I’m sure you’ll find it relatively easy to open doors. Xers are viable customers like any other potential clients; you simply can’t go on auto-pilot when dealing with them or they will likely shut down and abandon the buying opportunity completely.
To learn more about our research on selling to all the generations—(the Gen Xers, the Boomers and the Millennials) as well as how to stand out in a sea of competition and navigate the waters of price-sensitive clients, click this link and check out our 3-part Audio Disruptors Series.
