Gen Y may be cool, and millennials may be rising, but baby boomers still carry a big stick. Over the next two decades, boomers will have more choices and face more complexity than any previous generation in history. Although boomers are a demanding demographic, they’re very loyal to companies that recognize and work with their unique decision-making process. To reach this important customer segment as part of a business development strategy, says Barbara Sullivan, managing director of Sullivan & Co. (sullivannyc.com), you must do the following:

1. Think short-term. Boomers are impatient. They will be more willing to make a decision when they can see immediate personal gain. Show near-term results, not just long-term outcomes. For example, if you offer a health product, demonstrate that users will see results in weeks, not just over time.

2. (Gently) create a sense of urgency. Boomers have a natural desire to keep options open and need a reason to take action. Demonstrate how not making a decision is a decision in itself. For example, boomers overestimate their assets and underestimate debt when they think about retirement planning. Explain how this disconnect will prevent them from having what they want in the future, while showing them how little they have to give up in the present.

3. Demonstrate value. Boomers evaluate every product and service against every alternative and aren’t afraid to move on. Frequently reevaluate your value proposition against your competitors’, and make sure you can back it up.

4. Stay in touch. Personal service is important to boomers. Give guidance, encouragement, and positive reinforcement along the way.

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