For insurance agents and salespeople, being successful is based largely on understanding your clients unique needs. While there are certain sales techniques that can be effective no matter what demographic of people you’re talking to. During the sales process it will behoove you to not ignore the specific age of your clients. The fact is, different generations of people have different preferences, so you can’t simply approach conversations with a 75 year old versus a 25 year old the same way.
By tailoring your style and tactics based on age, you will be able to more easily get into the mind of your clients, and ultimately close more sales. The younger generation is considered to be the future of America, but on the flip side, there are now more living seniors than ever before. Both of these groups are equally valuable, and by being able to navigate the differences of each, you will have an advantage over your competitors.
Understanding Different Generations
Before getting into the specific tips and tricks to tackle different groups of consumers, it’s important that you understand who makes up each group.
The Older Generation
- Generation X: Gen X is composed of people who were born between 1965 and 1980. In general this group prefers straightforward and open communication. They also tend to value financial stability, self-reliance, and an even work-life balance.
- Baby Boomers: The baby boomer generation was born between 1946 and 1964. Most of this generation has already reached retirement, or they are getting close to retirement. They also tend to value straightforward communication, honesty, hard-work, family and individualism.
The Younger Generation
- Generation Z: This group of individuals were born between 1997 and 2012. They currently stand as the youngest generation in the workforce. Since they’ve grown up with technology all around them, they are highly digitally savvy and very comfortable with online interactions.
- Millennials: Millennials are made up of the people who were born between 1981 and 1996. This generation is currently coming into their own as they are in the prime stage for earning money and starting families. In general, this group values convenience, flexibility and personalization. They also tend to be technologically savvy overall.
Selling to the Older Generation
As discussed, Baby Boomers and Generation X have different preferred styles of communication and preferences when it comes to insurance. The following are some simple pointers to keep in mind when approaching people in this age range.
Use Traditional Communication Methods
Unlike Gen Z and Millennials, most of the older generation prefers “old-school” channels of communication. Instead of expecting them to rely on self-service portals, social media and messaging, most of this group would rather have in-person meetings or conversations over the phone. After you schedule either a face-to-face meetup or a phone call, when talking to them focus on listening closely to their needs and concerns. In turn, offer them guidance and answer any questions they may have. Being personable, respectful and attentive, can go a long way with these two generations. If they do use digital platforms or online forms, offer them guidance and support throughout the process.
Focus on Stability and Security
Older clients, especially those who are approaching retirement or already retired, value long-term financial security and stability. When communicating with them, be sure to emphasize how your product can provide them with peace of mind, knowing that they won’t have to worry in the case of an unforeseen accident. You can also focus on aspects of the policy that will protect them during retirement such as long-term care, and other benefits that will protect their loved one’s even after they pass away.
Use More Traditional Marketing Methods
While you may think these strategies are a way of the past, you should never underestimate the effectiveness of traditional marketing with the older generations. Channels such as local radio, direct mail, and print advertisements can be a great way to reach this group. While you should not invest all of your resources into these modes of marketing, it can pay off in the long run to diversify your strategies.
Provide Detailed Information and Explanations
Much of the older generations will prefer you to lay out all the information about their insurance package before making a decision. It goes without saying that you should always put any insurance jargon in layman’s terms, but with that said, don’t dumb things down too much. As an age group that appreciates straightforwardness, they’ll appreciate you taking the time to thoroughly lay out all of the policy details such as specific coverages and benefits. It can also be effective to provide these clients with physical information like pamphlets or brochures. This will show them that you are not pressuring them, as they’ll be able to take the information home if they’re not quite ready to make a decision.
Don’t Undervalue Testimonials and Referrals
Since most of the technology and social media platforms that we live with today did not exist during the younger years of Gen X and Baby Boomers, they are more likely to value your word-of-mouth recommendations. If you have older clients who are satisfied with your services, encourage them to leave a positive review or refer their loved ones to you. Your client’s success stories can make a big difference when it comes to someone who is on the verge of making a purchase.
Selling to the Younger Generation
Use a Mix of Digital Channels and Technology
Gen Z and Millennials have grown up with technology in their lives, and therefore generally prefer digital platforms. Since they value convenience, it will pay off big time for you to have a strong online presence. This includes platforms like Youtube, Facebook, Instagram, Twitter and even TikTok. Additionally, make sure to have a personal website that is user-friendly, providing all of your services and contact information.
It’s also important to diversify your modes of communication beyond social media. Other forms of digital communication that some of these groups may prefer include email campaigns, text messaging and other popular instant messaging apps. Some other forms of technology that have proven to be effective are utilizing video conferences, as well as chatbots for the early interactions.
Personalization is Key
Many younger clients value a personalized experience. To be successful, before your sales pitch, do some research to understand clients specific needs and personal values. Look at sources of data that offer insight about the younger generation’s most common frustrations or concerns when it comes to insurance. You can also try focusing on how a comprehensive plan will put their minds at ease in such a fast-paced, unpredictable world.
Utilize Digital and Influencer Marketing
We briefly touched on the preference of online interactions among these consumers. When establishing social media campaigns, tailor your advertisements to resonate with the demographic and make the content visually appealing. While Facebook and Twitter advertisements are still extremely effective, try branching out onto some of the newer social platforms like TikTok. It seems like every few years a new platform becomes popularized, so don’t forget to pay attention to the most recent trends.
Another new age marketing technique that’s worth considering is influencer marketing. This tactic allows you to team up with online personalities who already have an established following. When thinking about who you want to partner with, make sure that they align with your brand and the specific group you are targeting. They can make sponsored content alone for you, or you can collaborate with them.
Leverage Social Proof and Educational Content
Since they grew up with the internet at their fingertips, both Gen Z and Millennials tend to value online reviews. Encourage satisfied clients to leave 5 star reviews that touch specifically on their personalized experience. Using popular reviews like Google or Trustpilot can oftentimes be the first thing that an interested consumer sees, even before reaching out to you. For clients who want to learn more about your offerings in detail, rely on educational content. Visuals such as videos, webinars, blogs, and infographics can all be effective ways to get your point across especially when it comes to more complex topics.
Customizing your sales and marketing approaches based on your clients specific age range is a wise decision that many agents overlook. No two people are exactly alike, and that is especially true when it comes to groups of people that were born 50 years apart from one another. By recognizing each age group’s specific needs and values, you will be able to successfully align your approach. This will not only help you close more sales, and satisfy more customers, but it will also help to encourage long-term relationships that last into the future. By diversifying your techniques, doing market research and making adjustments when needed, you will establish yourself among all age groups as a trustworthy insurance professional.
If you are an insurance agent who wants to increase your number of satisfied clients, Benepath is here to help! For over 15 years our insurance lead generation services have been helping agents of all kinds reach more interested consumers, and close more sales. We offer both data leads and inbound phone calls all of which are exclusive and produced in real-time. We generate leads in a variety of verticals including: individual health, Medicare, life, group health, and commercial insurance. If you’re interested in taking your business to the next level with our leads, or simply want to learn more, fill out a form today or give us a call at 888-684-3121.