Age Matters, Dude! Be a Generation-Savvy Sales Rep

By Cyndi Maxey and Kevin E. O’Connor - First published in Pharmaceutical Representative Magazine, June 2008

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 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 the tip amount has just become questionable.
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 80s remember vividly 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 their mid-60s and 70s 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-40s through very early 60s are the products of Vietnam, the chaos of the 1960s, 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.

Gen X
The Boomer’s children, now in their late 20s to early 40s, were born at the onset of computers, left alone at home when mom worked, lived with one parent after the divorce, and learned how to solve problems on their own. This generation logically focused on “me” and is seen as selfish and entitled. They spent more time alone than any other generation. They never liked team projects in school because everyone got the same grade—they are competitive. They may come across as brash, overconfident know-it-alls who are in fact very smart. These physicians like it when you can keep up with them and teach them something they don’t yet know. Bring the latest Web links and blogs they haven’t yet seen.

Gen-Y
Finally the Millennials, or Gen-Y-ers aged 14-28, were and continue to be the apple of their Boomer parents and grandparents’ eyes. They are Masters of the Internet, the team, and the most hopeful of the generations. This group lives the pronoun “we.” (Schwa’s Chef Carlson is one of the oldest of this generation, his dad is his financier, and, of course, his best friend!). This group is cooperative, and likes work groups, problem solving, and consultation. They are culturally and ethnically mixed, and comfortable with that mix. Still young enough to be the students, interns, and residents in the medical field, they will be eager to learn from you as long as you don’t talk down to them. And don’t call them Gen-Y!  This is kind of a rivalry thing with their X-er siblings!

What the Generation-Savvy Rep Does

Psychiatrist Alfred Adler reminds us that it is not what happens to us that matters; it is what we do with what happens to us. This is key for the generation-savvy sales rep as well.

Do Listen from the Point of Entry: The key skill for all generations is listening, not assuming. Your point of entry to connect is their point of view. “Back in my day” is anathema to any younger generation. “Tell me more” is the sweeter invitation, especially to Millennials, who have worked and discussed with teams frequently and are comfortable with verbal explanations. Gen X should be encouraged to share their perspective—what they’ve learned from their hard work to date. Boomers typically respond well to involving questions, but may need to be encouraged if you are much younger than they are. When you listen well your age will not hurt you. If you go into a memorized spiel, be prepared for the door!

Avoid: Most sales reps talk too much, are a bit too slick, and myopically think that their club is “the” club. These reps will plateau and ultimately fail—and no customer will tell them why. They will also not tell you when your overuse of “like,” “y’know,” “cool,” “you guys,” annoys them. Avoid these fillers that undermine your hard work and belie your youthfulness.

Do Secure Agreement Early and Often: Aligning goals is next and it is critical from a generational standpoint because those just older and those just younger than you need to trust you. Look for links, use the word “and” instead of “but.” Bring up current events or people in the filed that the generation you’re selling to can most relate to. Really listen here. Ask questions such as what challenges them most, how they decide to prescribe differently (a great sales question), and who else might benefit from knowing about this or that study…or blog!

Avoid: Superficial talk or worse, your elevator speech or your three-minute rapid-fire on-label presentation. Both younger and older docs and office managers are wise to it all by now. Distinguish yourself as one who understands their framework. A classic example of this is when a Boomer refers to John F. Kennedy’s assassination, don’t joke that you were not born yet. Rather ask where they were when they received the news (all Boomers know precisely where they were).

Do Paraphrase the Pain as You Approach Alternatives: Approaching pain has always been a sales advantage. One of our Millennial colleagues begins every sales presentation with “Now I just want to make sure that I can trust you to tell me ‘No’ if this isn’t good for you. Is that OK with you?” This sets up a confidence balanced with humility and works across generations. Remember your job is not to please them your job is to engage and educate them so that they can do something of value because of you.

Avoid: NOT taking notes! Every generation likes to know their response is being noted. Do it on a paper pad and transfer to your laptop later. Don’t allow tapping on your laptop to barricade the conversation. Definitely do not type notes into your cell phone or PDA when you’re in front of a customer.

Do Know the Person and the Solution Approach: Involving the “who” will be as important as involving the “how” as you work together. Gone are the days of the quick-ready solution. Especially those just older or just younger than you will want to be a part of the solution crafting. For Veterans and Boomers especially, listen to the medical school stories not because you have to listen, but for a glimmer of what this person’s world was like. Consider how the Gen X doc faced tough competition in new markets and how the Gen Y intern is savvy technologically but still earning respect. Listen to it all without judgment and ask yourself “What is this person’s world like? What are they telling me about themselves without even knowing it?”

Avoid: Taking too much of their time in this approach. Know when to corral ideas and move forward. Younger generations, especially, need quicker solution time.

Do Etch-A-Sketch (a Boomer toy!), Don’t Pontificate: Your use of visuals is perhaps the most telling difference when you plan to present to different generations. Veterans and Boomers may continue to tolerate PowerPoint bullets and heavier handouts. Gen X and Millennials will not. Most get their news from the Web. They are very visual and lack long attention spans for any one visual. Refer to Web links or come equipped with Wi-Fi, You Tube examples, or at the least, Flash Drive on your computer demos.

Do Consider for All Generations: The “open napkin” technique. Draw, write, configure, scratch out your (and their) thoughts on napkins, scraps of paper, a paper tablecloth, even the flipchart in the corner—this involves, looks less canned, and you can give it to them to keep!

Avoid: Using the laptop as a teleprompter that destroys the human connection. This tends to put the customer in a unique receptive mode known in the business as a PIC (Presentation-Induced-Coma)!

Do Confirm, Never Close: The older generations are used to salespeople’s manipulating questions and “closes” as part of their repertoire. Simply summarize as you go, asking more questions than making statements, staying interested, weaving what you are learning throughout with real interest and never with anxiety, and then confirming the understanding again open to one more question.

Avoid: Assuming that the way you were taught to close will work with all generations. If you’ve listened to the style and language of your customer, you can get a sense of the style and language you should use as well.

Do the One Thing Your Competition Forgot: Follow up usefully and unexpectedly with each of the generations, especially with your colleagues, and very especially with your medical science liaisons. Send e-mails or links to any generation, but especially the younger ones. Handwritten notes will be appreciated by Boomers and Veterans, who don’t receive that many any more, and most often keep them on their desks for some time. Gen Y uses Wiki’s, blogs, and online interaction. If you don’t have your own blog, find one that will advance your follow-up efforts.

Avoid: Sending mass e-mails that looked canned. Every generation we have spoken to simply does not read that which is not “to” them or “for” them. Make yourself distinct and important to them. When you send an e-mail, send it to one person at a time. Then watch what happens.

Finally, ask, never assume; be aware, never assume; always anticipate, never assume! And remember, all generations appreciate praise and affirmation. The Veterans and Boomers always have; Gen X likes to be rewarded and Gen Y feels entitled to praise. Don’t forget to thank them.

Five Facts That Might Surprise You, and What to Do About it

1. 80% of Millennials recently surveyed say they read books in print format. Never assume that age translates only into electronic media. While Millennials spend 6.5 hours per day immersed in electronic media, they read real books too.
2. 25% of all workers have been employed in their current position for less than a year; 50% for less than 5 years. Gen X-ers and even Millennials are growing quickly into management. When the older physicians or office workers complain about a lack of stability, don’t join in. Rather, share a compliment about the new worker and your interaction with them.
3. 8 out of 10 Americans do not know what a blog is even though there are 70 million blogs. Find out if your customer knows and how they use the blogs. Act accordingly as you design your follow-up plan.
4. YouTube delivers over 100 million videos per day. Is there a way you can incorporate this into your presentations beyond the standard PowerPoint?
5. 67% of Gen X-ers find it totally acceptable to IM a coworker across the hall. Should IM-ing be part of your presentation set-up, confirmation, and follow up?