Selling by
Generation
TIPS TO AVOID
OFFENDING BOOMERS
n The leading edge boomers
are not “seniors.” Never say it.
Never think it.
n Trailing edge boomers don’t like to
be thought of as boomers.
They are forever young.
n In fact, all boomers think of
themselves as ageless. They are
forward-thinking, looking for the
best to come.
n Don’t talk about the good
“old” days.
n Make them comfortable. Use type
style and size that’s easy to read,
tables, graphs. Make it easy for
them to understand, so they don’t
have to ask questions about things
they think they should know.
n Use photos that show boomers as
how they see themselves — not
their numeric age.
n Boomers have lived off-line and
online. This group wants to shop
and buy on its own terms. And they
shop a lot on the Web. The good
news is they like to buy in person.
n Be credible. They want you to
be a trusted advisor. These are
complicated decisions about their
future, and they want the real deal.
They will demand information and
backup. Be prepared.
age review and recommendation. That
$500,000 term policy may no longer be
required to cover a mortgage or college
or weddings. Perhaps a down-sell on
their life coverage, facilitating a conversion to a permanent policy and/or
consideration of LTC or a variant will
go hand in hand with good advice on
what they should do about Medicare-related products.
Marketing to boomers
Whether your customers are new or
existing, you want to foster the idea of
being their friend and advisor, rather
than an insurance sales person. You need
to listen to what they say and how they
describe their needs. A good doctor can
only prescribe the right medicines or
lifestyle changes if he actually knows
what’s going on with his patient. A good
advisor also needs to have a solid understanding of his clients’ life stages and
needs in order to suggest the right product solutions for them. A quick sale without really understanding client needs is
likely to lead to a short-term relationship
or the end of a long-term one.
So, we’re clear that all boomers are not
created equal. There are three distinct
segments that require different messaging
— in advertising (direct mail allows you
to change the messages and images for
each segment), on the Web (again, capture the visitor’s age and serve up different pages to each self-identified person)
and what you say across the kitchen table
or on the phone.
Knowing how to attract, listen and sell
to boomers takes some finesse. They want
your attention, and they want your advice.
You just need to get in front of them with
the right message at the right time — and
have your full portfolio of products at the
ready. Knowing that you’re really dealing
with three segments within this segment is
what will insure your success.
Warren Hunter is the chairman of DMW Direct. He has been instrumental in the launch or expansion of the direct marketing efforts for a cross-section of
companies, including more than 20 BlueCross
BlueShield Plans, Exelon Energy, Discover
Card, Fireman’s Fund Direct, and Response
Insurance. Warren has served nine years on
the ECHO board of governors of the Direct
Marketing Association and on the board of
directors of the Professional Insurance
Marketing Association. He can be reached at
whunter@dmwdirect.com.
“Whether your
customers are
new or existing,
you want to
foster the idea of
being their friend
and advisor,
rather than an
insurance sales
person. You need
to listen to what
they say and how
they describe
their needs.”
