Diagnosis: You're unsure how to tailor your message for different generations
Prescription: Understanding the hallmarks of each group will help you bridge the gap
Beyond the numbers
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The way you relate to different aged customers and contacts is becoming more and more important in today's pharmaceutical
sales environment.
In Chicago, there is an upscale restaurant where each newly seated table of diners is greeted with, "How you cats doin' tonight?"
– not by a waiter, but by Michael Carlson, the owner and chef. He greets customers as he cooks, waits tables and even cleans
up at his tiny upscale restaurant, Schwa. At Schwa, all the cooks wait tables (or maybe all the waiters cook) and they definitely
all wash the dishes. Regardless, in the hustle bustle, we "cats" of all ages are greeted the same. This sets a unique tone
for the evening, and as diners, we feel part of the fun. We play the part. The tone of the pharmaceutical sale is a bit different. Can you imagine greeting your physicians, (or perhaps more importantly)
their gatekeeper, nurses and office managers with, "How you cats doin'?" Hardly! But we ask you to seriously consider: Do
you sometimes refer to everyone (regardless of age and gender) as "you guys" or say "hello" with a casual "hey" or "what's
up?" Your younger contacts may find this perfectly normal, older others will be irritated, some will simply write you off
immediately — and none will tell you! And what they don't tell you will hurt you. It will hurt your credibility, your connectivity,
and their perception of your competence. Ask your parents how they feel when a waiter greets them with "Hi guys!" None will
openly object, but it will figure in to the tip.
THE GENERATIONS
With the exception of the occasional retiree greeter at Wal-Mart, you will encounter four generations routinely. Each is distinct.
Each was formed in a different age, with particular values, languages and memories. Each belongs to a kind of "club" with
a "secret handshake." Once you know more about them, you won't necessarily be admitted to the clubhouse, but you won't be
shunned either.
These are your customers and your colleagues:
The Veterans Those older than their early 80's vividly remember the Great Depression, World War I and II and the slide rule (a device
for quick mathematical calculations). These folks built our modern world's foundation. They know poverty, they know hard work
and they have seen a world transformed. Their children, now in the mid-60's and 70's remember Korea, Eisenhower, IBM's great
first computer and company loyalty. This generation conformed to the world being built. Rules and regulations became their
standard. These are the venerated senior members of the practices you visit. Respect and listening are seen as high value
here. They like to talk and they like to dispense their wisdom.
Baby Boomers Baby Boomers, in their mid-40's through very early 60's, are the products of the Vietnam war, the chaos of the 1960's, recreational
drug use, Texas Instruments calculators and widespread divorce. This rebellious generation banned together and asked, "Why
not?" much to their parents' dismay. These physicians, especially the older ones, have soured a bit on what they thought would
be a more profitable profession. They are dedicated to their patients, but not to the insurance companies, and may be skeptical
of the pharmaceutical industry now. Have your data ready and have a reason for them to listen to you again.
