Small-business owners (those with fewer than 500 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 sell to those prospects and clients of other generations.

If you are a newer producer, chances are you belong to the millennial generation. If you are a commercial producer, chances are your prospects and clients are not millennials. The majority of today's corporate executives and senior managers are Generation Xers and baby boomers, with the current average age of 50.3 years for a small-business owner. The generations break down into these groups:

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

Here are some insights for millennial producers in how to sell to those prospects and clients who may not share your perspective.

1. Dress for success

“Believe it or not, it is more important to look successful when selling to small-business owners than it is when selling to professional buyers or corporate executives.”

— “Dress for Success the Blog” by John T. Molloy

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

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

You have only one opportunity to make a first impression, and experts say initial decisions made about you in the first three minutes are nearly irreversible. Non-millennials tend to have more conservative attitudes about dressing professionally.

(Photo: iStock)

2. Mind your manners

“Good manners will open doors that the best education cannot.”

— Clarence Thomas, U.S. Supreme Court Justice

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

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

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

(Photo: iStock)

3. Allow time to buy

“Generally, 'time is not of the essence' is a common attitude among baby boomer and senior customers.”

— PBT Consulting

Non-millennials may take more time to make a buying decision.

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

Allow plenty of lead time, especially on accounts that renew during holidays. Consider working on commercial prospects further out than the typical 60 to 90 days.

(Photo: Shutterstock)

4. Consider price

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

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

New producers, and many experienced producers, tend to assume most prospects make buying decisions based on price. A benefits-driven presentation rather than a quote is a must for these prospects.

(Photo: Shutterstock)

5. Factor in brand loyalty

“Boomers are loyal to products and services they value and they're willing to pay a premium for it.”

— BJ Kito in Strategy

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 prospect has with the incumbent agent. Currently, more than 90 percent of commercial accounts renew with the incumbent agent. This is not surprising because research suggests non-millennials may be more “faithful” customers.

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

(Photo: Shutterstock)

6. Acquire referrals

“Their (baby boomers') high usage of Facebook highlights the tendency of boomers to make buying decisions based on what a trusted friend shares.”

— Lee Hopkins, Comments in Marketing

Possibly, the most effective method of establishing a relationship with any prospect, old or young, is through a referral.

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

(Photo: Shutterstock)

7. Build rapport

“Baby boomers like to be in someone's physical presence and usually prefer face-to-face communication.”

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

Relationships are important in sales. Relationships are even more important to non-millennials, but aren't built with emails and phone calls.

Get face to face with non-millennial prospects. Look for networking opportunities in associations and organizations. People do business with people they like.

(Photo: iStock)

8. Put away your smartphone and tablet

“Millennials have the lowest self-awareness in the workplace, making them unlikely to see that their smartphone use in meetings is harming their careers.”

— TalentSmart

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

Kenneth L. Fields, MSM, CIC, CPCU, CLU, ChFC is an assistant vice president of sales development with the State Auto Insurance Cos. For information on the “Dynamics of Selling,” visit www.TheNationalAlliance.com.

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