I’ve been writing a lot in the last couple of years about the need for salespeople to adapt to the different styles of younger buyers. It’s a vital issue for our profession, but it only tells half the story. It’s true – Buyers are getting younger. Salespeople are getting younger, too. But not all buyers got the memo, and that means that we need to talk about the other side of this coin.
While Millennials make up 55% of B2B buying decisions, that still leaves 45% in the hands of Generation X and Baby Boomers – and that’s a significant chunk of the market that younger salespeople can’t afford to ignore. The challenge? Many younger salespeople have grown up in a text-heavy, LinkedIn-driven world, but older buyers often (but not always) operate by different rules. And when I talk to my clients, I hear stories of younger salespeople struggling with this issue.
The average B2B purchasing agent may be 36, but walk into any Fortune 500 company and you’ll still find plenty of 50- and 60-something decision makers who cut their teeth in an era when business was done very differently. These buyers didn’t abandon their preferences just because the calendar turned to 2025. And, just as I said when I refer to younger buyers, it’s the salesperson’s job to adapt to the buyer, not the other way around.
Here’s what younger salespeople need to understand: you can’t just apply your natural communication style to every buyer and expect it to work. Success requires versatility – the ability to read your buyer and adapt accordingly. Here are three critical adjustments younger salespeople must make when selling to older buyers:
- Older buyers still value the personal connection first.
For decades, the sales playbook was simple: find common ground, build rapport, then earn the right to talk business. While this approach may feel outdated to someone who grew up in the efficiency-first digital age, many older buyers still expect it.
Unlike younger buyers who want you to get straight to business, older buyers often need to feel comfortable with you as a person before they’ll seriously consider your solution. I’m still a fan of opening the call with business-related questions. One of my favorites is, “So tell me how you came to be in this position.” This succeeds for a few reasons. First, for most people, their favorite thing to talk about is themselves. Second, it’s particularly successful coming from a younger salesperson, since it respects the older buyer’s experience and story. Finally, their answer to this question will give you clues as to where they want the conversation to go – if they work a heavy amount of personal details into that answer, be prepared to subtly shift directions.
This doesn’t mean you should fake interest in their hobby. It means you should be prepared to have genuine conversations about topics beyond your product. Ask about their weekend plans. Show interest in their upcoming vacation. These aren’t time-wasters – they’re relationship investments that often determine whether you get the deal.
The key is reading the room. If an older buyer starts the meeting by asking about your drive over or commenting on the weather, they’re signaling that they want to establish personal rapport first. Don’t rush to your PowerPoint. Engage with them.
- Master the telephone – it’s still a critical skill.
“I’ll just send an email” or “I’ll connect on LinkedIn” might work with younger buyers, but many older buyers still prefer and expect phone calls. If you’re a younger salesperson who relies heavily on digital communication, you’re missing opportunities.
Here’s the reality: many older buyers see a phone call as a sign of professionalism and commitment. When you call instead of just emailing, you demonstrate that their time and attention are worth your personal effort. It also allows for immediate back-and-forth conversation that can quickly qualify opportunities and build rapport.
But making effective phone calls is a skill that requires practice. You need to be prepared for voicemail (yes, they still check it), comfortable with small talk, and able to articulate your value proposition clearly in real-time conversation. You can’t edit a phone call like you can an email.
The good news? Older buyers are often more willing to take unsolicited calls than younger ones. They grew up in an era when cold calling was standard business practice, so they’re less likely to view your call as an unwelcome interruption.
Start with a professional greeting, briefly introduce yourself and your company, then get to a specific reason for calling that focuses on how you can help their business. Be prepared to have a real conversation, not just deliver a script.
Now that I’ve said that, let me say this. I’m still a fan of the phone as the first contact mechanism, regardless of buyer age. Even younger buyers still react to hearing a live voice – voice mail included. It humanizes you in an age of electronic content that can be dehumanizing.
- Don’t assume they’re not tech-savvy, but be prepared for traditional preferences.
Here’s where it gets tricky: many older buyers are just as comfortable with technology as any Millennial. They’re on LinkedIn, they text, they use video conferencing, and they research vendors online. But others prefer traditional methods, and you need to be ready for both.
The mistake younger salespeople make is either assuming older buyers are tech-averse or assuming they’re completely comfortable with all digital platforms. The truth is somewhere in between, and it varies significantly by individual. Again – read the room.
Pay attention to how they communicate with you initially. If they respond to your LinkedIn message with a phone call, they’re signaling their preference. If they suggest a video meeting, they’re comfortable with tech. If they ask you to email them some information, they probably prefer written communication they can review on their own time.
Be prepared to be flexible. Have business cards (yes, physical ones). Be able to print and mail information if requested. Know how to schedule meetings through their assistant rather than assuming they’ll use a scheduling app. And be ready to follow up with a personal note or phone call rather than just another email.
The bottom line:
The most successful salespeople – regardless of age – are those who can adapt their style to match their buyer’s preferences. While the business world is definitely trending toward faster, more efficient, digitally-driven sales processes, there are still plenty of buyers who value the traditional relationship-building approach.
Don’t let your comfort with modern communication tools become a limitation. Master the fundamentals of relationship-building, phone skills, and face-to-face communication. Your ability to connect with buyers across all generations will set you apart in an increasingly competitive market. As I’ve said before, age-matching is meaningless but style-matching is vital.
The buyer isn’t wrong for preferring phone calls over texts or relationship-building over efficiency. They’re just different. And different isn’t a problem to solve – it’s an opportunity to demonstrate your versatility and professionalism. And that is how we win sales – regardless of your age or your buyer’s.
