Expert on the Generations
Cam Marston is the leading expert on the impact of generational change and its impact on the marketplace. As an author, columnist, blogger and lecturer, he imparts a clear understanding of how generational demographics are changing the landscape of business. Marston and his firm, Generational Insights, have provided research and consultation on generational issues to hundreds of companies and professional groups, ranging from small businesses to multinational corporations, as well as major professional associations, for over 16 years. Read More >
For decades, financial services have focused on demographic groups that are now moving into and past retirement. The Matures (born 1945 and prior) and the Baby Boomers (born 1946 – 1964) are the generations that the financial services industry grew up with, and their client relationships were defined by traditional business models. Now, new generations who have different economic and cultural experiences are moving into age ranges that make them prime markets for investments, retirement planning, insurance and other financial services. Read More >
The challenge for financial advisors today is to provide financial services and create new advisor-client relationships that match the expectations and experiences of the next generation of investors. New generational attitudes have surfaced in response to the Great Recession and its aftermath and advisors need to understand not only each generation’s characteristics but also each generation’s distinct anxieties and concerns prompted by the downturn.
Cam Marston understands the attitudes and expectations of the upcoming generations and what they expect from service providers. He has learned how they buy, how they value different types of information, what their definition of “expert” is and how they apply it to financial advisors, and what they want financial advisors to teach them. He understands their preferred methods of communications and what sales tools to use and how to use them effectively.
As an InvestmentNews columnist and the author of The Gen-Savvy Financial Advisor, Cam provides tips, ideas and examples for how to best court and serve each generation of client. His presentations are full of “take home value” content, even giving his audiences the words to use in specific scenarios. Read Less ^
Tools like e-commerce and social media were supposed to make selling and marketing easier. Instead, they make buying easier and selling harder.
Consumers can easily research products, compare costs and reviews and even name their own prices. In the 21st Century marketplace, you can’t just give them a reason to buy, you need to give them a reason to buy from you. Since the decision to buy is 85% emotional and 15% rational, you need to connect with your customers and clients. Even more challenging, today’s marketplace is more demographically diverse than ever, with four distinct generations of active consumers. Understanding the generations helps us achieve that crucial connection that gets customers from all demographics closer to the emotional decision to buy from us.
This presentation will introduce you to the Matures, the Baby Boomers, Generation X and the Millennials, and describe the distinction between the “We” values of the earlier generations and the “Me” values of the later ones. It will also provide you with the hands-on how-to of connecting with and selling to each one regardless of your own generational background.
You will also see some examples of successful marketing and sales strategies that are targeted at specific generations. Attendees should walk away from the talk with a field guide and a to-do list that will equip them to expand their demographic sales horizons and to move prospects from any generation closer to that emotional “yes.”
For the first time in history, four distinct generations — Matures, Boomers, Xers and Millennials — are employed side by side in the workplace. With differing values and seemingly incompatible views on leadership, these generations have stirred up unprecedented conflict in the business world. Effective management of this generational divide is vital to longevity and success. In fact, it is the most important demand your company can make of its leaders.
In this engaging presentation, Cam Marston teaches audiences how each generation developed its core values, how that manifests in the workplace today and why they can all not only operate alongside each other, but do so with extraordinary success. This program provides the generational insight, concrete examples and specific approaches to help frustrated managers build the individual connections needed to boost employee performance and retention.
As you will learn, the only common ground is the intensity with which each generation holds fast to its value systems. Understanding and respecting those generational biases are critical to bringing out the best in every employee.
"Cam Marston provided our franchisees with actionable ideas about communicating with customers across the different generations that will translate into increased sales for those who put his simple, valuable message to work. Thank you for a fantastic presentation that was equally entertaining and educational…an all-around success!"
"You were fabulous! Our group loved it! I am so pleased with the presentation. Your knowledge, insight, humor, and energy kept everyone’s attention. The content was very relevant to the group. By relaying your personal life experiences, it made you ‘real’ to the attendees and not just a professional speaker."
"Much has changed over the years, which your presentation brought to the forefront, and provided information that was very eye-opening. You definitely got our team to ‘think outside the box’ when it comes to looking at the workplace in today’s fast changing environment."
"Thank you so much for the absolutely fantastic presentation and workshop that you conducted with our Human Resources Leadership Team. My entire team found your presentation tremendously educational, valuable and engaging. There is no doubt that your messages, research and insights will influence our thinking and direction as we face the challenges in our business."
"Your quick wit and excellent presentation style created and maintained a high energy level and kept the audience captivated. You delivered a clear, simple message that hit home, provided actionable ideas to improve our overall communication across the generations, and will help us be more effective. No one who attended went away disappointed—job well done!"
"Your session on Selling to the Generations was one of the highest attended and one of the highest rated. Our audience just LOVED YOU. Your timely topic, delivered with your wit and style was thoroughly captivating. I’ve never received such an enormous outpouring of thanks."
"Cam spoke at our top producer sales meeting and was an immediate hit. The audience loved his comments about how to approach various generational segments, and three weeks later they are still talking about his excellent presentation."
"Cam was one of the best keynotes we’ve had. He did a phenomenal job engaging the audience and offered a great balance of energy and content. Cam worked closely with our team in advance of the engagement to match his presentation to the needs of our audience, and delivered his message in a way that truly resonated with the attendees."