If your prospects or clients are more than 10 years younger than you, there could be a communication disconnect.
Society underwent significant cultural and technological changes between the tail end of Generation X and the leading edge of the millennial generation. Those changes greatly impact what millennials want and expect as clients. Generation Z, who is coming behind the millennials, have the same tendencies — just amplified. In this case, “younger clients” means primarily millennials and Gen Zers.
This doesn’t mean you have to age-match; millennials and Gen Zers will engage with more seasoned financial advisors. What it does mean is that you have to style-match. In other words, you need to communicate with them in a way that works for them.
Here are three things that you must know about style-matching to work with younger buyers:
1. Younger clients flip the relationship-building script. The conventional way to build a relationship with a client was simple. You’d walk into the office, look around for photos, college diplomas or other clues about the client’s personal life, and then you’d start a conversation based upon those interests.
It can come across now as disingenuous if it means starting conversations about personal issues that you might not really care about. Younger buyers are business-first.
You’ll get more appointments by telling younger prospects how you can help them reach their financial goals or financially protect their businesses or families. Get to the point with great business-focused questions and show them you can help. If you’re able to address their needs or concerns, then they are open to lunch, drinks, golf or personal conversations. This is a significant but very important shift — but it’s one that you must make to succeed.
2. Younger clients demand versatility in communication. Get good at texting. Learn how to send a persuasive, grammatically correct (yes, that’s important) message in 240 characters or less.
You can use apps like ChatGPT to distill longer communications down to their essence while retaining persuasive ability. You just have to be able to write good AI prompts and edit when necessary. With any of the free AI tools, though, remember not to put in personal information, as that could become public.
Texting isn’t the complete solution, however. Younger clients have a variety of preferred platforms, and what works well for one might not work well for another. Younger clients respect adaptability, especially when it’s coupled with experience and expertise.
3. Younger clients are social media savvy. You should be too. Clients today will research you online, and social media is one of their primary tools. Prospects will look you up on LinkedIn before they think about calling you back. And if you don’t look legitimate on LinkedIn, you’re not going to get that call (or email or text). If you aren’t using LinkedIn as a professional tool, you won’t be taken seriously.
LinkedIn isn’t enough though. You also need to be aware of other ways people can research you. Do you know what your company’s Google reviews say? Your younger prospect probably will — and you’d better have explanations for recent bad reviews.
Here’s the exception to the “younger clients” rule: Many older clients are learning from, and copying, habits of younger clients. That means you can’t stereotype by age. Be versatile, smart and adaptable to clients’ needs, no matter what age they are.
Troy Harrison is a speaker and the author of “Sell Like You Mean It!” and “The Pocket Sales Manager.” To learn more about him, visit troyharrison.com.
For more about how to work with different generations, read
- “Next-gen social media marketing”
- “5 things millennials wish financial advisors knew”
- “Mind of the millennial”
