Generation gaps in selling

I had a conversation recently about sellers and consumers. Sellers usually end up being older (age) and the buyers range across generations. The gap is addressed on consumer packaged brands through brand architecture in order to adapt positioning by generation but service brands have a tough time. Mainly because concepts of brand architecture driven strategy has not crystallized in the sector compounded by the success metrics that are more often focused on revenues versus sustained long term profits

Here are some examples we discussed. Grocery stores want more and more guests to visit even if it is for a minuscule share of requirements, which means could be simply cherry picking. Restaurants want patrons to visit and eat without realizing the life time value may be marginal. Private schools want to attract families even if they are high maintenance resulting in a lot of nonproductive time investment on the part of the teachers and the administrative staff.

The truth is who does not what growth? Even if it is just revenues that may not be profitable long term? Patrons, guests and consumers don't have a label that would help institutions filter them out, so how is an organization to evaluate its customers fit? Organizations have addressed these opportunities over time some have been strategic while others have learnt through mistakes. here is what has worked...

Leadership is critical because an organization needs to be able to walk away from business if there is not strategic long term benefit! Instituting a consumer and customer centricity in the brand is a must and lastly Measurement of the cost of acquiring and maintaining a customer and consumer.