Selling to Different Generations | Shoptalk Series, Episode #123


In this episode of The Power Producers Podcast, David Carothers and co-host Kyle Houck discuss the different generations of insurance buyers and share how to effectively communicate and sell to each generation. 

Episode Highlights:

  • David mentions that generational differences in the insurance industry are often overlooked, but understanding and adapting to the needs of each generation can improve sales. (2:45)
  • David explains the traits of the Silent Generation (1928-1945): trust in institutions, in-person interactions, risk aversion due to history, and value in low-deductible, cautious insurance. (6:33)
  • David shares how Baby Boomers (1946-1964) prioritize security and loyalty to insurers but are skeptical of digital tools. (11:53)
  • David mentions that Generation X (1965-1980) values both digital convenience and personal interaction, emphasizing family-focused insurance. (14:12)
  • David discusses Millennials (1981-1996) prioritizing digital management, seeking alternatives, valuing experiences, and proactive health measures. (16:25)
  • David shares about Gen Z’s (1997-2012) focus on seamless online experiences, personalized insurance, and ethical companies, crucial in the gig economy. (22:02)
  • David and Kyle discuss the importance of respecting and valuing the perspectives of older generations, and the need for sales professionals to adapt and stay ahead of changing trends in the industry. (25:11)

Tweetable Quotes:

  • “One of the things I think’s interesting right now, with being in our industry is just the general number of people that are from different generations, like we’re dealing with multiple generations of insurance buyers.” – David Carothers
  • “All we’re doing is fine tuning stuff that’s pretty much already been invented. Yes, we’re inventing new products. But the majority of those ideas are spawned from something else that already exists. I think that generation invented products to meet a need, and that’s a big difference. They’re inventing things to meet a need. We’re inventing things for convenience.” – David Carothers
  • “I think, obviously it’s only going to keep changing so people have to get ahead of it and stay in tune with what’s going on and not be reactionary as I think this industry has been for basically, its entire existence.” – Kyle Houck

Resources Mentioned:

The Power Producers Podcast where we are refining and redefining the sales game.

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David Carothers

Kyle Houck

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