“Gen-Z is self-righteous.” “Boomers are self-interested.” “Millennials are lazy.” It’s easy to make assumptions about people from other age groups. But when clients feel labelled or misunderstood, they’ll be less trusting or inclined to work with you. To help independent agents and brokers better communicate with clients and prospects from different generations, Chubb has partnered with experts like Dr. Megan Gerhardt (Professor and Generational Consultant) and Dr. Dan Docherty (President of Braintrust, Leadership Professor/Speaker).
Together, we’ve produced a cutting-edge report called “Selling Across Generations.” Harnessing neuroscientific insights and quantitative data, the report deconstructs ageist myths, uncovers unexpected truths, and explores how to connect more authentically with clients. No matter who they are.
Get firsthand insights from industry leaders, including:
Four practices to foster strong relationships across generations
Use these practices when you're next in a client meeting and see the difference it makes.
Challenge any preconceived notions and biases to better understand your clients' needs. To do this, consider the conclusions you might jump to and cultivate curiosity about the specific perspectives they have.
Reframe your thinking to take into account generational differences. Get to know different groups’ reference points and how that affects what they expect from agents or brokers. For example, younger generations have grown up with information overload, and might expect an agent to condense and simplify policies for them.
Reinforce your personal connection with clients by generating a greater sense of psychological safety. Also, establish professional credibility by showing clients they can trust you through your actions. For younger generations, sociability and approachability can be valuable—while demonstrating reliability appeals to all generations.
Ensure every sitution is a win-win—rather than a zerosum game—through collaboration and two-way sharing. This can be enhanced by co-creating mutually beneficial solutions, so that everyone is working toward the same outcomes throughout the process.
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