Generation Station

Distinctions:

DIGITAL: must access info, people, products, etc. online

INSTANT GRATIFICATION: no patience – everything needs to be quick and easy

MEMBERSHIP: gravitate towards groups – can be multiple groups

TRANSPARENCY: combine "be honest" and "be yourself."

Relationship-Building Tips:

• Use technology in all interactions (in communications, during the sale, provide digital resources)
• Provide resources (in all aspects of their financial concerns – leverage easy tools, calculators, checklists, etc.)
• Include the group, but focus on each individual's needs (ex.: different tools for each individual to address the same need)
• Leverage referrals/other familiar relationships (especially digital)

Communication Preferences:

PREFERRED: Text, Social Media

NEUTRAL: Email

DON'T LIKE: Face to Face, Phone Call, Letters

Distinctions:

RESEARCH: substantiated by facts, data, reviews

CONTROL: likes to hold the keys, choose amongst options which include back up plans

VIABILITY: very practical, prefer quick results

CONNECTED: big online buyers

Relationship-Building Tips:

• Support education (substantiate your claims – facts, stats, research, offer variety of non biased sources)
• Offer multiple scenarios (consider worst case scenario options, offer a way out)
• Be brief, be brilliant, be gone (be efficient, don’t waste time and focus on results)
• Use technology to empower decision making (provide online education, tools, test drives, etc.)

Communication Preferences:

PREFERRED: Email, Text

NEUTRAL: Letters, Social Media

DON'T LIKE: Face to Face, Phone Call

Distinctions:

PERSONAL: want to develop personal relationships, in person versus digitally

PROFESSIONAL: appreciate experience, accreditations, big brand names, etc.

BIG PICTURE: they like to have a long-term plan

TEAM: like contributing to a team effort

Relationship-Building Tips:

• Create face to face opportunities (get to know as much about them as you can – family, interests, birthdays, etc.)
• Acknowledge credentials, experience and success (both you individually, your organization/team and theirs)
• Recommend long-term plan (be sure to stress how this is tailored to their specific needs/situation)
• Focus on common goal (your recommendation will add value – you are on their team)

Communication Preferences:

PREFERRED: Face to Face, Phone Call, Email

NEUTRAL: Letters

DON'T LIKE: Text, Social Media