The Keys to Leading a Multi-Generational Sales Team

On this episode of the Sales Gravy podcast, Jeb Blount (People Follow You) sits down with Leigh Cantrell and Rob Matura who are Regional Vice Presidents at Cigna to discuss the keys to leading multi-generational sales teams. It's a fascinating conversation in which you'll learn about the challenges and rewards of building sales teams from diverse age groups.

Challenges With Leading Multi-Generational Sales Team

Leading a multi-generational sales team can be challenging. The differences in values, work styles, communication preferences, and technological competencies will stretch you as a leader. These challenges include:

Different work values: Different generations may have varying work ethics and priorities, making it difficult to align everyone towards common goals.

Communication differences: Younger generations may prefer digital communication, while older generations may prefer face-to-face or phone conversations.

Technological competency: Younger generations may be more familiar with technology and digital tools, while older generations may require additional training and support.

Different learning styles: Different generations may have different preferences for how they learn and receive information, making it challenging to provide training and development opportunities that accommodate everyone.

Resistance to change: Some team members may resist new technologies, processes, or ways of working that are introduced to the team.

To effectively lead a multi-generational sales team, you must adapt to these differences and foster collaboration, communication, and teamwork across generations.

The Strengths of Multi-Generational Sales Teams

The good news is that multi-generational sales teams bring a diverse range of skills, perspectives, and experiences to the table. This  leads to numerous strengths over teams that lack this level of diversity.

Diversity of ideas: Team members from different generations can bring unique perspectives, experiences, and creative approaches to problem-solving and decision-making.

Range of skills: Different generations bring different skill sets and competencies to the table, such as expertise in different technologies or a deep understanding of traditional sales techniques.

Mentorship: Older team members can provide mentorship to younger team members, while younger team members can bring help their older team members embrace new ideas and tech.

Flexibility: A multi-generational sales team can be more flexible and adaptable to changing market conditions, customer needs, and technological innovations.

Increased customer understanding: Team members from different generations can help the team better understand and connect with customers from different age groups and backgrounds.

By leveraging the strengths of multi-generational sales teams, you will quickly increase sales and deliver better numbers.

Seven Keys to Leading and Coaching Multi-Generational Sales Teams

Leading a multi-generational sales team requires understanding and accommodating the differences and unique strengths of each generation. It can be rewarding, but it's not easy.

Here are a few tips to effectively lead a multi-generational sales team:

Communicate effectively: Use clear, concise, and consistent communication to ensure everyone understands their role, goals, and expectations.

Provide opportunities for development: Offer ongoing training and professional development opportunities to help your team grow and meet their career aspirations.

Foster a positive work environment: Encourage collaboration, teamwork, and open communication, and celebrate the successes of your team.

Flexibility in work styles: Recognize and accommodate different w...