Boomers grew up with the sixties mentality of “Don’t tell me what to do; let me choose.” Today, Boomers respond well to choices, menus, options, samples, etc. They want to create their own packages to meet their needs. They are bursting with new ideas and new ways of looking at old problems, and they won’t settle for being pushed into pre-defined categories or choices. To get them to choose your product or service, make sure they have plenty of options to define or customize their purchase from you.
A great way to give them a lot of options is through offering several product warranty and equipment service packages. The customer can then choose which package works best to suit their business and equipment needs. In addition, offer flexibility in choices when it comes to pickup and delivery of equipment.
When you give Boomers choices and a chance to leave their creative mark on your offering, they’ll eagerly become a loyal customer.
5. Time for a change
In the sixties, Boomers changed the way people looked at life. In the eighties, they changed the way people looked at work. Today, they’re changing the way companies will look at marketing. In outdoor power equipment retail, if you focus on the five C’s of Boomers’ real needs, you can reap the rewards of selling to this demographic. Remember, Boomers, like all people, respond better when marketing messages are tailored specifically to them. “Speak” to this $3 trillion market and watch your dealership’s profits soar.
Karla Freeman, licensed clinical social worker, is a leading voice for the Boomer generation. Her popular and practical book, “Creating Magic in Midlife: 101Questions and Answers to Reinvent Your Work, Relationships, and Life!” is a guide for living a full and joyful second half.