How to Make the Most of a Multigenerational Sales Team

The generational landscape in the jan/san industry is always shifting — and distributors need to know the clock is ticking. As a growing number of Baby Boomers retire, communication modes are evolving, and customer relationships that once relied on face-to-face meetings are now routinely formed and solidified in the digital realm. 

Today’s sales reps are more likely to be Gen Xers and Millennials, with newcomers hailing from Generation Z. For distributors, this changing workforce can have a profound effect on sales strategies and internal relationships, as well as customer engagement. 

“We’ve been perplexed by our younger generations for as long as we’ve had younger generations,” notes Claudia St. John, president of The Workplace Advisors, Jamesville, New York. “The transition and multigenerational workforce have always been confusing, specifically for business owners.” 

To bridge the generational divide and future-proof customer relationships, distributors need to first understand the characteristics of each generation. 

Baby Boomers 

Born from 1946 to 1964, this generation typically includes longtime owners and sales leaders that are either approaching the end of their careers or on the cusp of their final decade. Baby Boomers are often loyal to employers and clients. In return, Baby Boomer clients are loyal to their vendors. 

“When it comes to sales, Baby Boomers are about relationships,” says Bob Wendover, a Baby Boomer and president of Common Sense Enterprises, Littleton, Colorado. “They came of age learning how to deal with people. Baby Boomer customers want to know their salesperson, and they want to talk to a real person when they call in for customer service.” 

Younger sales reps may struggle to connect with Baby Boomer clients — especially when they lack experience or have a hard time working through digital transactions. This age group prefers to communicate via phone or in-person meetings. 

“Baby Boomers expect competence, so you have to have really good product knowledge when you’re dealing with them,” says Sharon Cowan, owner of Cleaning Business Consulting Group, Vero Beach, Florida. “They love face-to-face and phone communication, and they’ve adapted to technology, but aren’t avid users.” 

Gen X 

Born from 1965 to 1980, Gen Xers are usually sales reps or owners/operators. According to Cowan, this is the first generation to really value a work/life balance. 

“They’re independent, very resourceful and somewhat skeptical,” she notes. “They’re comfortable with analog and digital technology, and they can be adaptable.” 

On the customer side, Gen X buyers like efficiency. 

“Get to the point, respect their time and avoid the fluff,” Cowan advises. “You want to position the company as a problem solver for Gen X people.” 

Millennials 

According to the U.S. Census Bureau, Millennials were born between 1981 and 2000. Members of this generation (also known as Gen Y) are often members of the sales team. They are also a distributor’s biggest group of buying customers. This generation values meaningful work, collaboration and feedback. Like Gen Z, they are considered digital natives. 

“Millennials use their phones, but they prefer sending a text or tweet, especially when it comes to business,” notes Wendover. “They don’t need to have a relationship with their salesperson as much as Baby Boomers do.” 

Millennial customers want instant access to information and app-based ordering. This is the first generation to prioritize eco-friendly products and socially responsible practices. They respond favorably to distributors who care about people, the community, and the planet. 

Gen Z 

Born from 2001 to 2012, this generation is emerging as entry-level field reps. Many thrive on short-form digital contact, and their expectation is for on-demand, fast answers. They’re independent thinkers who value diversity and inclusion. 

“Gen Z has come of age with a screen in their hands,” notes Wendover. “They have a hard time communicating, and they’re very dependent on assistance.” 

Their technology addiction can be a challenge when selling to Baby Boomers. Gen Zers will need to slow down, be patient and learn to talk to their clients via phone or through video chat programs such as Microsoft Teams or Zoom. On the flip side, Gen Z clients are more apt to want 24/7 self-service options for purchasing and customer service.

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Jan/San Distributors Learn the Language of the Generations