Steve Howard

Objections aren’t brought up by Boomers because we don’t want to buy. However, we know the more time and energy a sales consultant has invested, the more they don’t want to lose the sale. But we’re predictable - we’re so predictable that over 90 percent of Boomer objections can be neatly placed into four categories.

Boomers buy emotionally, but we won’t write the check until we validate our decision with value. We need to validate value. The more value you validate, the more we’ll buy from you. It’s just that simple. Here are the seven elements of often-overlooked value.

In this sixth article of an eight-part series on selling to Baby Boomers, the author notes that Boomers have always craved emotional stimulation, and Boomers get emotional about benefits, not the equipment that provides them.

This is the fifth article in an eight-part series on selling to Baby Boomers. Boomers grew up in an era of risk-taking. Being drafted for an unpopular war, civil rights protests, drug experimentation, free love, and the Nixon administration all carried unique risks. As Boomers grew older, risk reduction became an important part of everyday life.

Our grandparents may have been the first to demand customization when they started buying automobiles, but Boomers were the first to make it the foundation of a mega-consumption lifestyle.