Boomer Selling

He was part of the "Beat Generation", he watched the rise and fall of disco, and he survived the financial ups and downs of the 1980's and 1990's and built a business that thrives. Steve Howard, author of Boomer Selling (www.BoomerSelling.com), is a self proclaimed average Baby Boomer, and he is ready to share his knowledge with anyone who wants to learn the secret to successful Boomer Selling.

"Every economic crisis creates a crossroads," he said. "The unmarked road leads to fear, frustration and possible failure. The marked road, the one that leads to sales success and financial freedom has a signpost…it reads: Boomer Selling."

Howard lets us in on how to break the Boomer code through humorous anecdotes and entertaining exposition, while still maintaining an informative, businesslike tone. He tells us how to approach Boomers in a way they will understand and respect. According to Howard, traditional sales methods do not work with Boomers.

"We've seen the strategies and pressure moves too many times, and we despise them," he says.

He suggests a customized strategy:

• Create Confidence
• Determine Desires
• Customize solutions
• Reduce Risk
• Elevate Emotions
• Validate Value
• Attain Agreement

"The Boomer Selling process is all about getting past surface assumptions and learning ways to connect with Boomers and find out what we desire, what we fear, and what our motivations for buying really are," he said.

Boomers don't want a salesperson; what they want is a knowledgeable consultant. Focus on the Boomer and not the product, listen to what they need, and then make it your business to get it for them.

"Your service and knowledge is what elevates your solution from being a commodity to being something of unique value," he said.

Desire is the emotion that drives most Boomer buys. Their desires are what will make them buy what you are selling. They may tell you they want a certain thing, but if you dig a little deeper and find out what the underlying emotional need is, you will make your sale. One way to do this is to ask questions that make Boomers talk about themselves, giving insight into what they truly want.

"If you can discover what those desires are and construct solutions that satisfy them, we'll adopt you, bring you homemade cookies on the job and possibly invite you to Thanksgiving dinner with the family," he said.

It is important to gain a Boomer's trust, according to Howard. Having experienced the time of atomic bomb drills, the Vietnam War and 9/11 can make this a challenge. Risks come in different forms: social, physical, monetary, functional and psychological. It is the job of the sales consultant to reduce the perception of risk for the Boomer.

Boomers are emotional buyers. They are looking for the emotional rush they get from rollercoaster's and bungee jumping. A successful sales strategy will take this into account.

"You can't ‘reason' Boomers into buying emotional products," he said. "You can get us both revved-up and emotionally charged simply by using enthusiastic phrases."

The crown jewel in the Boomer Selling strategy is the referral. If you concentrate on getting the referral, you will change from trying to make the sale to trying to satisfy your customer. That makes the difference. If you are working to sell your product, you are just a salesperson. If you are helping to satisfy needs and desires, you become a friend.

"The bottom line is, when satisfied Boomer buyers feel indulged, pampered and fortunate to do business with you, we reward you with referrals," he said.

Staying in contact with the Boomer is important. They appreciate the time it takes you to write them a note or give them a call and they will want to treat you as well as you treat them.

"We can be the cornerstone of your career and your income," he said. "Come and get us."

Steve Howard is a nationally known speaker and writer. He is founder of The ACT Group, Inc., a training and consulting firm based in Phoenix, Arizona.