SOURCE: Steve Howard

Steve Howard

June 10, 2009 11:04 ET

Baby Boomers Key to Economic Recovery

Expert Reveals Why Boomers Buy, and How to Sell to Them

PHOENIX, AZ--(Marketwire - June 10, 2009) - Baby Boomers should be renamed Economic Boomers.

As a statistical demographic, they control more than half of the discretionary spending, they hold more than 70 percent of the country's wealth and a behavioral trend that indicates that they are still spending that money, even during the recession.

That's why, according to one expert, they hold the key to America's economic recovery and why the best thing American business could do right now is market to boomers.

"When the American economy recovers, it will be on the backs of Baby Boomers," said Steve Howard, author of "Boomer Selling," from ACTion Press (www.boomerselling.com). "Consumer spending is the backbone of our economy, and Boomers are still spending -- they are simply being more selective than before the recession. So, the best thing any business in America could do right now is to learn how to sell to Boomers. It's not just good for business -- it's good for the economy."

Howard described the characteristics of Boomers, and how they decide to buy:

--  They are smart, insecure, caring, direct, confident and suspicious.
--  They've seen every sales trick in the book and hate most of them.
--  They are the vanguard of the consumer culture, so marketers and sales
    people have been trying to sell to them since they saw their first cereal
    commercial on a 12 inch black and white TV (before cable).
--  Sales tricks and pressure tactics do nothing but insult them.
--  They not only know the value of a dollar, but they also know the value
    of a penny. They'll buy a $1,000 suit at Nordstrom's, then stop at Wal-Mart
    for socks.
    

"If they are so difficult, why bother with them?" Howard asked. "The short answer is because that's where the money is. They are a lot of work for salespeople, but if you can earn their trust and confidence, they will be the best customers you ever had."

About Steve Howard

Steve Howard, author of "Boomer Selling," from ACTion Press (www.boomerselling.com) is an internationally known consultant, speaker and author. In 1985 Steve founded The ACT Group, Inc. The foundation of the firm's success is the 4-day "No-Pressure Selling®" training program that helps manufactures, distributors and sales consultants "Increase Profits Through Knowledge."™

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