The Three Mistakes Killing Your Close Rate
Mistake #1: Digital-Only Communication
Yes, 62% of Gen X and 36% of Boomers made over half their purchases online last year. But they still want to talk to you. Pick up the phone. One salesperson increased her close rate by 34% just by calling within 24 hours of email contact—not to pitch, but to personally check in. Trust built. Door opened.
Mistake #2: High-Pressure Tactics
68% of Boomers are tightening their budgets with careful spending habits. They've seen every sales trick in the book—they invented half of them. Harvard professor Frances Frei, who helped rebuild trust at Uber, says trust has three pillars: authenticity, logic, and empathy. Rushing someone kills all three.
Try this: "I know this is a significant decision. Take the time you need. I'm here when you're ready." The pressure's off, and suddenly they're open to conversation.
Mistake #3: Condescending Tech Talk
69% of Boomers own a computer compared to 58% for other generations. They're not tech illiterate—they're tech selective. Ask questions first: "How are you currently handling this?" Let them show you what they know.
The Trust Factor That Changes Everything
Research shows people think only 30% of strangers are trustworthy—but 70% of people they know are trustworthy. Translation? Actually get to know them.
Scientists call oxytocin the "trust molecule." It reduces fear of trusting strangers and increases willingness to connect. Three ways to trigger it:
Find genuine common ground. The similarity-attraction effect shows people gravitate toward others with shared values.
Listen more than you talk. Aim for 70/30—them talking 70%, you talking 30%. Most salespeople listen just long enough to respond. Great ones listen to understand.
Do what you say. If you say five minutes, talk for five minutes. When you respect their time, they trust your word. Trust is built in tiny moments of consistency.
The Close That Actually Works
Gen Xers describe themselves as "Independent" and "Resilient." 78% of Boomers identify with being "Responsible" and deserving "Respect." These aren't people to manipulate—they're people to respect through a decision.
The Consultative Close: "Based on what you've shared about reducing overhead and streamlining reporting, the premium package addresses exactly what you need. Should we move forward next week, or would the following week work better?"
You're assuming the sale based on demonstrated value. You're giving control. You're being direct.
What NOT to Do: Ultimatums ("decide right now"), guilt trips ("don't you want the best?"), or fake scarcity ("only three left!"). They'll walk straight to your competitor.
The Bottom Line
A 58-year-old CFO I'd chased for six months finally told me: "You remind me of every salesperson who's wasted my time. You talk fast, use buzzwords, and haven't asked what keeps me up at night."
I stopped pitching and started listening. He talked for 40 minutes. I took notes. Then I said, "Give me a week to see if we can solve these problems. If not, I'll tell you honestly and point you elsewhere."
He became my biggest client and referred four more companies.
The good news? These generations are incredibly loyal once you earn it. 70% of Gen X consumers report the highest brand loyalty among all generations.
They're not hard to sell to. They're just done with being sold at.
Pick up the phone. Listen. Follow through. Respect their intelligence. Close with confidence, not pressure.
Now go make some calls.
