- Tell them your story.
- Communicate face to face, or at least person to person in phone calls.
- Show optimism.
- Position yourself as part of their team.
- Help them get control of their lives and stress levels.
- Customize your work for them (remember, this is the “Me” generation).
- Help them feel like winners; validate their importance and uniqueness.
- Don’t make them feel old.
- Provide visible rewards of their relationship with you.
- Find the right level of technology to communicate with them.
- Ask about their children and include the kids in some events.
- Capitalize on their affinity for “tried and true” by using trusted names.
- Don’t be afraid to refer to the past.
- Selling is OK.
- Show your work; ask for the business.
Adapted from “The Gen-Savvy Financial Advisor: Advising the Generations in the New Age of Uncertainty” by Cam Marston. Used with permission.
Read Olivia Mellan’s feature story on connecting with different generations, “Making the Connection.”