Strategy July 24, 2025
ASI Chicago 2025: Sell to Different Generations
Connect with buyers based on their generational cohort to close more sales, said Dave Saracino of Counselor Top 40 distributor iPROMOTEu (asi/232119), during a Power Session in Chicago.
Key Takeaways
• Each generation has been influenced by distinct historical and cultural events, which in turn affects how they prefer to be approached in sales.
• Distributors must adapt their sales techniques to meet the expectations of different generational cohorts. Using varied communication styles helps foster engagement and increases the likelihood of closing deals.
Generations are shaped by a plethora of experiences, from geopolitical events to tech innovation, and that affects how they want to be sold to. Dave Saracino, senior vice president of affiliate sales and support at Counselor Top 40 distributor iPROMOTEu (asi/232119), gave an overview of those differences during a Power Session on Exhibit Day 1 at ASI Chicago.
Dave Saracino of iPROMOTEu speaks on generational selling at ASI Chicago.
“Tailoring your sales technique to different cohorts builds trust and fosters engagement so you can close more deals,” said Saracino. “Each generation has unique buying habits.”
Baby boomers (born between 1946 and 1964) were shaped by the post-World War II years and the Civil Rights movement. Gen X (1965 to 1980) saw the end of the Cold War and the increasing adoption of personal computers. Millennials (1981 to 1996) witnessed the effects of world-changing events like 9/11 and the 2008 financial crisis, along with the widespread use of the internet in daily living. Gen Z (1997 to 2012), the first digital native generation, has been shaped by the rise of social media, climate change and the COVID-19 pandemic.
“Baby boomers want to be reached by phone and want sample kits,” said Saracino. “Meanwhile, Gen Z expects quick, clean communication and on-trend product ideas.”
Distributors should remember that their clients could span all of these generations. “We’re not selling to one buyer anymore,” said Saracino. “Each generation has its own expectations.”
Be professional, follow through and hit budgetary parameters with Gen X, said Saracino. Emphasize the social responsibility aspect of products with Millennials, and keep it short and visual-oriented with Gen Z.
“Boomers appreciate long-term relationship-building and consistency,” said Saracino. “With Gen X, do what you say. Millennials want transparency, and Gen Z wants speed, relevance and authenticity.”
For distributors with clients in several different generations, they’ll have to make sure their sales pitch uses all of these characteristics when appropriate. “Use more than one way to connect,” concluded Saracino. “And be smart with how you show up for each generation.”