Small-business owners (those with fewer than500 employees) make up nearly all businesses in the United States.Less than 20 percent of those owners are under the age of 35.

Here are some insights for millennial producers on how to sellto those prospects and clients of other generations.

If you are a newer producer, chances are you belong to themillennial generation. If you area commercial producer, chances are yourprospects and clients are not millennials. The majority of today'scorporate executives and senior managers are Generation Xers andbaby boomers, with the current average age of 50.3 years for asmall-business owner. The generations break down intothese groups:

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  • Baby boomers: Born 1946–1964
  • Generation Xers: Born 1965–1981 
  • Millennials: Born 1982–2003

Here are some insights for millennial producers in how to sellto those prospects and clients who may not share yourperspective.

1. Dress for success

“Believe it or not, it is moreimportant to look successful when selling to small-business ownersthan it is when selling to professional buyers or corporateexecutives.” 

— “Dress for Success the Blog” by JohnT. Molloy

Formal business attire likely isn't necessary unless you'recalling on a very conservative company, but keep in mind it'sgenerally better to be overdressed than underdressed.

With every new prospect, think of selling like interviewing fora new job. Your clothing, your entire look should project an imageof professionalism — save the beard stubble for the weekend.

You have only one opportunity to make a first impression, andexperts say initial decisions made about you in the first threeminutes are nearly irreversible. Non-millennials tend to have moreconservative attitudes about dressing professionally.

Related: 4 keys to retaining a multigenerationalworkforce

(Photo: iStock)

2. Mind your manners

“Good manners will open doors thatthe best education cannot.” 

— Clarence Thomas, U.S.Supreme Court Justice

Many business owners grew up in an era when manners were taughtin elementary school.

“No problem” is not a satisfactory substitute for “You'rewelcome,” and “Have a good one,” doesn't take the place of “Thankyou.”

If your prospect is appreciably older than you, it never hurtsto ask if it's OK to address her by her first name. Be on time forappointments. Call if you're held up and running late. Good mannersare an important part of first impressions, and your good mannerswill be noticed.

Related: Empowering the future for independent insuranceagents

(Photo: iStock)

3. Allow time to buy

“Generally, 'time is not of theessence' is a common attitude among baby boomer and seniorcustomers.” 

— PBT Consulting

Non-millennials may take more time to make a buyingdecision.

As people grow older, they want more information than they didwhen they were younger, and they are willing to spend more time inmaking decisions. Make these prospects feel rushed or pressured,and you'll lose the sale.

Allow plenty of lead time, especially on accounts that renewduring holidays. Consider working on commercial prospects furtherout than the typical 60 to 90 days.

(Photo: Shutterstock)

4. Consider price

“Baby boomers are less motivatedby price … and are often willing to pay a higher price for a brandthey trust and have personally deemed'high-quality.'” 

—  ”Baby Boomer vs.Millennial Shoppers” by Aaron Oshita

New producers, and many experienced producers, tend to assumemost prospects make buying decisions based on price. Abenefits-driven presentation rather than a quote is a must forthese prospects.

Related: 5 reasons why baby boomers would get a driverlesscar

(Photo: Shutterstock)

5. Factor in brand loyalty

“Boomers are loyal to products andservices they value and they're willing to pay a premium forit.” 

—  BJ Kito inStrategy

Non-millennials may be more brand loyal. This can include the“brand” of their insurance agent or carrier.

It's difficult to penetrate a long-term relationship a prospecthas with the incumbent agent. Currently, more than 90 percent ofcommercial accounts renew with the incumbent agent. This is notsurprising because research suggests non-millennials may be more“faithful” customers.

These prospects may be a tougher sale, but win them over, andthey're more likely to stay with you.

(Photo: Shutterstock)

6. Acquire referrals

“Their (baby boomers') high usageof Facebook highlights the tendency of boomers to make buyingdecisions based on what a trusted friendshares.” 

—  Lee Hopkins,Comments in Marketing

Possibly, the most effective method of establishing arelationship with any prospect, old or young, is through areferral.

Savvy new producers are using social media such as LinkedIn toidentify connections they have in common with prospects in order toleverage those relationships. And they never miss an opportunity toask for referrals from clients and centers of influence.

Related: Prospecting 101: 6 ways to acquire newclients

(Photo: Shutterstock)

7. Build rapport

“Baby boomers like to be insomeone's physical presence and usually prefer face-to-facecommunication.” 

—  Ron Volper,author of “Up Your Sales in a Down Market”

Relationships are important in sales. Relationships are evenmore important to non-millennials, but aren't built with emails andphone calls.

Get face to face with non-millennial prospects. Look fornetworking opportunities in associations and organizations. Peopledo business with people they like.

Related: Generation X: Have insurance advisors forgottenthem?

(Photo: iStock)

8. Put away your smartphone and tablet

“Millennials have the lowestself-awareness in the workplace, making them unlikely to see thattheir smartphone use in meetings is harming theircareers.” 

—  TalentSmart

Many people, old and young, are annoyed by those who insist ontalking on their cellphones when they should be giving their fullattention to the situation at hand. Put your phone away, and turnoff the sound while you're meeting with a client.

Related: Gen Y customers want a better customerexperience

Kenneth L. Fields, MSM, CIC, CPCU, CLU, ChFC is anassistant vice president of sales development with the State AutoInsurance Cos. For information on the “Dynamics of Selling,” visitwww.TheNationalAlliance.com.