"If you want to do business with us, you've got to sell the way we want to buy."  This is the most important statement of the book!  If you didn't "get it" you aren't going to sell to us.  But, I have to take this further, this not only applies to baby boomers, it applies to all potential buyers of products or services.

Steve Howard, a baby boomer himself, stresses that if you have a product or service you want to sell you need to know the temperaments and buying preferences of your target market. Although he distinguishes the baby boomers in a category of its own I have to disagree what he says is directed for that mind-set only.  I'm a baby boomer myself and agree with all he says; however, I also know the principals he addresses effect other generations of buyers as well.

I specifically liked the quote he used by George Bernard Shaw: Do not do unto others as you would have them do unto you, their tastes are not the same.  I don't believe there is anything closer to the truth.  Howard stresses it is important to know your potential customer and sell to them on their needs, not yours.  In the end it's all about them and not you.  If you prove to your potential customer that you will provide them with a product or service that will make their life easier they will go for it.  But, this also applies to any other potential customer.

I highly recommend this book, not only if you are wanting to break into the baby boomer market but into any market.  Howard gives excellent advice that has been proven to work, if you work it.

Reviewed on 04/06/2011 by ReviewTheBook.com Member Irene Watson

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