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Engage Every Age:How to Form Deep Client Relationships with Every
Generation in Your Practice
Anne Loehrgenerational expert
98%
Anne Loehrgenerational expert
Aging Population
• 76 M Baby Boomers (43% of
workforce) will retire within the next 10-15 years
10,000 people turn 60 each day
That’s about 330 an hour…
Anne Loehrgenerational expert
Agenda
• Generations in Today’s Workforce
• Practical Tips to Work Effectively with Each Generation
• Understand How to Retain Client Assets Through the Generations
Anne Loehrgenerational expert
Generations in the Workforce
•Traditionalist•Baby Boomer•Gen X•Gen Y
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Who?
Baby Boomers
Gen X Gen Y
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Generations in NumbersG
en
era
tion
Y Born: 1981-200180.4M28.6% of the US population
Gen
era
tion
XBorn:
1965-1980 58.9M21% of the US population
Bab
y
Boom
ersBorn:
1946-1964 82.8M29.4% of the US population:
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Impacts
Social
PoliticalTechnological
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Baby Boomers
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Political Impacts
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Technological Advances
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Social Impacts
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Baby Boomersborn 1946-1964
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Generation X
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Political Impacts
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Technological Advances
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Social Impacts
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Generation Xborn 1965 - 1980
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Generation Y
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Political Impacts
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Technological Advances
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Social Impacts
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Generation Yborn 1981 - 2001
Anne Loehrgenerational expert
5 Steps to Retaining Client Assets Through the
Generations1. Practice Generational
Language2. Meet the Successor3. Meeting Preparation4. Create the Appropriate
Presentation5. Conduct Your
Intergenerational Financial Meeting
Anne Loehrgenerational expert
1. Practice Generational Language
Within one week, practice speaking each generational language with one
person from Generation X,
Generation Y and the Boomer Generation.
Anne Loehrgenerational expert
Exercise 1: Words That Work
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2. Meet the Successor
Use generational insight in choosing
appropriate social setting or activity for initial
meeting.
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3. Meeting Preparation
• Use specific phrases, stories or value propositions that speak to each of the generation’s concerns.
• Be sure that you understand which argument or supporting evidence works best for each generation.
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4. Create the Appropriate Presentation
Create a multi-generational
presentation that is relevant to each person’s values, needs, language and timeframe.
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5. Conduct Your Intergenerational Financial
MeetingStart to discuss basic financial
decisions with client and successor.
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Exercise 2: Multigenerational Sales
• You are a UBS FA who is trying to get Tom to invest in a SRI.
• He has brought 2 people to the meeting.
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Exercise 2: Multigenerational Sales
TOM
• Baby Boomer• 50 years old• Business owner• FA client for 12 years
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Exercise 2: Multigenerational Sales
ASHLEY
• Gen X• 39 years old• Trusted CFO of Tom's business
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Exercise 2: Multigenerational Sales
JUSTIN
• Gen Y/Millennial• 28 years old• Rising star in Tom's business
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Exercise 2: Multigenerational Sales
JUSTINGen Y Rising Star
ASHLEYGen X CFO
TOMBoomer Owner
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Case Study
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Four Steps
1. Practice languages (24 hours)2. Target two clients (48 hours)3. Schedule social event with
client and successor (2 weeks)
4. Arrange for an inter-generational financial meeting with client and successor (6-8 weeks)
Anne Loehrgenerational expert
A Closing Thought…
Understanding a generation's defining characteristics and core values can help businesses create products and craft messages that capture the customer's attention.”
- Yankelovich Report
