Thursday, March 12, 2015

Why Gen X must be the next big marketing focus for advisers - Selling Across Generations



Generation X: Tales for an Accelerated Culture defined a this demographic more than other peer publication. The Xers, as they're called, are syndical stalkers, i.e. they research everything, track it down, stalk it online. Gen Xers span the years from 1966 to 1980.

Generation X inherently mistrust people and things (products). Saving time and money (and in that order) is of high value to a Gen Xer. Communication is very technology driven and not personal. This generation wants to see every option and how you arrived at your recommendation. That in and of itself is a new cultural paradigm.

Once won over, Gen X is a very loyal. Winning them over is a winnowing process for them. If you don't survive the weeding out process, you won't win them as a client. But if you do, Gen Xers are excellent referral centers for your practice.

Syndicated financial columnist and talk show host Steve Savant interviews registered investment advisers and certified financial planners Rob O'Dell and Heather Coulter. For almost 20 years their firm has been managing money and using their unique mind mapping software that analyzes, stores and retrieves client data and photos. This is episode 4 of 5 in the series, Selling Across Generations.

About Steve Savant

Steve Savant

As the National Marketing Spokesperson for Ash Brokerage, Steve Savant looks forward to meeting financial professionals in every way possible - in person or by video through conferences and social media.

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