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Boomer Selling - Helping the wealthiest generation in history own your premium products and services


Author
Steve Howard
Publisher
ACTion Press

3 Review Copies Left

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Your greatest opportunity to reach financial freedom in any economy is by selling more high-margin products and services to people who can afford them. One group of buyers controls over half of all discretionary spending, holds 70% of the wealth and has a growing need to improve their lives with your premium solutions. We are called Baby Boomers the wealthiest, toughest and most complex generation ever.

Many great books explain how to market to Baby Boomers, Boomer Selling is the first to fully reveal how to sell to Boomers:

  • Climb inside the mind of the most important group of consumers in history
  • Discover how to make Boomers your greatest source of profits, repeat business and pre-sold referrals
  • Learn a common sense sales process that will make your job                                      easier, less stressful and a whole lot of fun
Let Boomer Selling be your guidebook to financial freedom.

Reviews

It is always helpful to look at new selling techniques. To see that is still working and to remind us that the basics never change. Howard does a great job of identifying the boomer market. How to attract them, how to trap them!
Boomer buyers are sophisticated and have higher disposable income. If you are a sales person or business owner he shows you how to capture more of this higher margin business. Knowing the emotional needs of your market and what motivates them to purchase is key in any business. The focus of this book is the boomer business. Creating confidence is number one. Listening to the needs of these clients is number two. He discusses how important exceeding expectations are and gives numerous examples of how to do that. You must earn the dollars of this market or you will not succeed. Howard drives home the importance of presentation. Your personal appearance and addresses grooming, hygiene, and the quality and condition of clothing play significant roles in making a lasting, positive impression. Many sales people seem to forget this. Howard explains why building trust is important. He reviews how quickly the buyer will turn you off if the salesperson is not perceived as believable and trustworthy. As a sales person, you must pass the risk test and your value must outweigh it.
 He includes preparation for the physical presentation as well. He is somewhat dated in his comments but they do stand the test of time…you will see this if you have ever sold or marketed in your career. I have heard these before but fund them true reminders o f what works
Howard writes of the emotional sell and the importance of benefit selling. Again, not new concepts, to any sales or marketing professional, but worthy for all of us to be reminded of. You can’t hear it enough. I found that it created in avenues for my own marketing. Each chapter covers the major points of obtaining to closing a sale, from creating confidence to customizing solution and reducing risk. Emotions are discussed at length. Howard shows how to validate value and attain agreement.
His focus on referrals are basic concepts, but often forgotten as part of the selling process. I would have liked to red his perspective as it relates to this recession. It would have been timely and a valuable update to these core selling skills. His points are well taken, but have times changed?  I would like him to tell us more about how this works in a down market. Next book perhaps!
I received a complimentary review copy.

Reviewed on 08/31/2010 by ReviewTheBook.com Member Kathleen Albertson

There is a very popular saying and it goes like this..."Never judge a book by its cover". I first heard this phrase from my late Aunt Frances. She was known for speaking phrases like this at times when the occasion called for it. I just read a very fascinating and quite educational book called. BOOMER SELLING- helping the wealthiest generation in history own your premium products and services by Steve Howard. My late aunt never had children but she helped raise my cousin who is a Baby Boome so I remember certain aspects of my cousin's rearing and it was different than me, a Generation X baby.  This book is essential for anyone who is in the business of selling and more importantly selling to this age group. Baby Boomers are the backbone of this society and economy. It is this group that the marketers and advertisers should always take into consideration when promoting a product or service. However, if they don't according to this book, those companies will hear about it because Baby Boomers are not afraid to voice their opinions and if the situation in service or product doesn't improve in a reasonable amount of time, that company will lose this huge and emotional buying group FOREVER !
    Steve Howard has such a funny and easy way of explaining exactly who are the Baby Boomers. Why is there so much fuss about what they buy?        This most insightful group of people are truly courageous and they may not always show their wealth in terms of clothes, an automobile for even in terms of a house, but if the feeling and the want of a product is what the Baby Boomer wants, there is no price tag that will prevent them from purchasing that product because according to this book, "there is where the money is".

Reviewed on 01/11/2010 by ReviewTheBook.com Member Felicia M. Hazzard

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