When you are focused on creating a team culture of customer service, it is important to realize how generational differences can affect the selling process. This issue of Promotional Consultant Today looks at the skills Millennials need to master when selling to Baby Boomers.

Baby Boomers grew up when retail was comprised of people who modeled exceptional customer service and when full service was the norm. As such, they expect to still receive that kind of treatment when they go to buy something.

In contrast, the Millennial generation— those younger than about 32 years old— grew up with the internet. Efficient, fast and cheap were conveniences that became increasingly important to their generation as they conducted many of their purchases online. They also grew up as digital natives communicating with their friends on their computers.

Friendships are important to both Boomers and Millennials, but Boomers had to make friends in person while Millennials could to do it virtually.

Here's the rub: 75 percent of purchases still come from Baby Boomers who expect personal service now for the foreseeable future. Unless your business is able to give them the customer service they expect, you'll see less and less of them.

To ensure that your Millennial staff is properly equipped to sell to the Boomer generation, help them cultivate these five qualities:

1. Initiative. Don't make Boomers come to you— go find them. Boomers do not want to ask, "Can you help me?" or "Where do I pay?" Approach and engage them regularly.

2. Hustle. Your speed of service has to be given in proportion to the number of customers you are serving. If you run a storefront operation, you must be aware of who just came in, who needs help and who needs to be rung up. If you ignore Boomers they'll walk.

3. Inclusion. Boomers want to fit in; they want to be popular. They are the ones who wanted the trophy someone else got. Unlike Millennials, they are looking for validation. And for Boomers, that validation often comes from owning things.

4. High touch over high tech. A Millennial salesperson could show a virtual product but a Baby Boomer wants to touch it. Boomers want to see it for themselves— that's why they are in your store and not shopping online for the item. They still want to feel, touch, smell and experience it.

5. Ability to connect the dots. It is great to connect with customers and build rapport, but you have to go further with Boomers. You need to connect the dots between what they want and what you have to sell. Also, this is the generation that doesn't like to return things— they want to get it right the first time.

Selling to Baby Boomers is not hard but the seller has to make it personal. Respect the fact that they have come to buy from you. Despite the youth of Millennials, their commitment to their jobs is typically very high. They're looking to acquire new skillsets and experiences. Make sure you are training them so they can deliver a world-class customer experience.

Source: Bob Phibbs is the CEO of The Retail Doctor, a New York consultancy. As a speaker, sales consultant and author of The Retail Doctor's Guide to Growing Your Business, Phibbs has helped thousands of businesses since 1994. With over 30 years of experience beginning in the trenches of retail and extending to senior management positions, his presentations are designed to provide practical information in a fun and memorable format.