Boomer Selling - Helping the wealthiest generation in history own your premium products and services Paperback – January 30, 2009

I nearly drained my highlighter while reading this book. Being a baby boomer, this book hit the nail on the head in so many ways. I'm using it as a sales training tool for our non-boomer sales people, as baby boomers are our prime target (they have the $$$ and appreciate quality). Millenials and GenX have a hard time relating to Boomers, and this book, if taken to heart and put into action, can really help them. This book is laid out in a logic manner. Even though it is an easy read, it has great information on how to sell to boomers, with excellent examples. This book will be of most help to companies and individuals selling higher ticket products & services to Boomers.

good book

It is always helpful to look at new selling techniques. To see that is still working and to remind us that the basics never change. Howard does a great job of identifying the boomer market. How to attract them, how to trap them!Boomer buyers are sophisticated and have higher disposable income. If you are a sales person or business owner he shows you how to capture more of this higher margin business. Knowing the emotional needs of your market and what motivates them to purchase is key in any business. The focus of this book is the boomer business. Creating confidence is number one. Listening to the needs of these clients is number two. He discusses how important exceeding expectations are and gives numerous examples of how to do that. You must earn the dollars of this market or you will not succeed. Howard drives home the importance of presentation. Your personal appearance and addresses grooming, hygiene, and the quality and condition of clothing play significant roles in making a lasting, positive impression. Many sales people seem to forget this. Howard explains why building trust is important. He reviews how quickly the buyer will turn you off if the salesperson is not perceived as believable and trustworthy. As a sales person, you must pass the risk test and your value must outweigh it. He includes preparation for the physical presentation as well. He is somewhat dated in his comments but they do stand the test of time...you will see this if you have ever sold or marketed in your career. I have heard these before but fund them true reminders of what worksHoward writes of the emotional sell and the importance of benefit selling. Again, not new concepts, to any sales or marketing professional, but worthy for all of us to be reminded of. You can't hear it enough. I found that it created in avenues for my own marketing. Each chapter covers the major points of obtaining to closing a sale, from creating confidence to customizing solution and reducing risk. Emotions are discussed at length. Howard shows how to validate value and attain agreement.His focus on referrals are basic concepts, but often forgotten as part of the selling process. I would have liked to red his perspective as it relates to this recession. It would have been timely and a valuable update to these core selling skills. His points are well taken, but have times changed? I would like him to tell us more about how this works in a down market. Next book perhaps!I received a complimentary review copy.

"If you want to do business with us, you've got to sell the way we want to buy." This is the most important statement of the book! If you didn't "get it" you aren't going to sell to us. But, I have to take this further, this not only applies to baby boomers, it applies to all potential buyers of products or services.Steve Howard, a baby boomer himself, stresses that if you have a product or service you want to sell you need to know the temperaments and buying preferences of your target market. Although he distinguishes the baby boomers in a category of its own I have to disagree what he says is directed for that mind-set only. I'm a baby boomer myself and agree with all he says; however, I also know the principals he addresses effect other generations of buyers as well.I specifically liked the quote he used by George Bernard Shaw: Do not do unto others as you would have them do unto you, their tastes are not the same. I don't believe there is anything closer to the truth. Howard stresses it is important to know your potential customer and sell to them on their needs, not yours. In the end it's all about them and not you. If you prove to your potential customer that you will provide them with a product or service that will make their life easier they will go for it. But, this also applies to any other potential customer.I highly recommend this book, not only if you are wanting to break into the baby boomer market but into any market. Howard gives excellent advice that has been proven to work, if you work it.

I am a Boomer and I sell to Boomers everyday -- Steve Howard has the pulse of the Boomer Generation. His research shows that 70% of the wealth and 50% of the disposable income is in the hands of the Baby Boomer Generation. His contention is that by selling effectively to this target group, we can revive the economy. He is so convinced of this strategy that he calls this generation the Economic Boomers! Now that is an intriguing proposition for everyone who has something to sell. Whether you are selling a product or service, or in another function other than sales, but need to better understand how to influence Boomers, this book will help you. For those who have an entrepreneurial idea or independent business proposal, you too can benefit from knowing how to sell to Boomers and gain a loyal customer base. The process outlined is practical and grounded in reality. No fluff in this book -- I'm sold!Sheryl DawsonTotal Career SuccessAuthor Job Search: The Total System (3rd Ed)