Your Buyer’s Age – It’s More Than Just a Number: Part 2

By Kelsey Peusch

In Part I of this blog series, we explored the case for change, highlighting how generational diversity impacts a seller’s ability to connect with buyers from generations different than their own. This blog investigates how recent market and demographic shifts, such as the internet and generational differences amongst buyers, have created new dynamics in today's B2B buying process.

What specifically are Baby Boomers, Gen X-ers, and Millennial buyers looking for and how does a seller adjust?

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Your Buyer's Age - It's More Than Just A Number (Part I)

By Kelsey Peusch

As Millennials start climbing the ranks, decision-making authority is shifting toward the workforce’s youngest generation.  In the meantime, Generation X-ers take personal risks to establish a foothold in middle and upper management, while Baby Boomers cling to a management style marked by bureaucratic decision making. This changing of the guard is to be expected, but understanding generational nuances of buyers will be critical to ensure that the influences of age do not leave sellers at a disadvantage.

In our recent blog post, Why Leaders Are Failing At Managing Their Generationally Diverse Sales Teams, we explored how generational differences influence what attracts a seller to a new job versus what drives them away from a current one. In this post, we begin exploring generational differences amongst buyers and particularly, what happens when sellers sell across generations.

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Generations Matter

By David Szen

 “Hi, I am a 30-something sales professional with 10+ years of experience, and I am selling to a 60-something VP who has spent more years at this company than I’ve been alive.  Most of my customers love me…  what is the deal with this guy?”

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