Agents Plan For Gen X Colleagues

By Mark E. Ruquet

NU Online News Service, April, 29, 12:50 p.m.EST?An agents group has released a research paperoutlining ways to bring new blood into their field by attractingmembers of Generation X into the independent agency system.

The Independent Insurance Agents & Brokers of America Inc.,based in Alexandria, Va., study underlines a need to bring thenewest generation into the agency fold and outlines the procedureto do it.

"The only way to perpetuate independent agencies and assure thefuture of our distribution channel is to undertake bold effortslike this and to educate agencies on the opportunities and benefitsof reaching out to the younger generation," noted IIAB PresidentThomas B. Ahart, who is also president of Ahart, Frinzi and Smithin Phillipsburg, N.J.

The report, developed by the association's National Young AgentsCommittee, is in response to Mr. Ahart's call to bring the youngergeneration into the business during his inaugural address, theassociation said in a statement.

The report says the current generation of agents, defined as"Seniors'' and "Boomers," born before 1946, has troubleunderstanding the younger generation, "Xers," those born between1964 and 1978.

The generation, which suffered from empty homes while parentsworked, suffered through a rising divorce rate, and watched asemployers laid their parents off to meet the bottom line, havedeveloped a different attitude to the workplace. This attitude isin conflict with the ideas developed by their parents, the"Boomers.''

"While Boomers live to work, Xers work to live," the reportobserves.

Among some of the observations the report makes for the oldergeneration to successfully deal with the new generation, the reportobserves:

? Be direct and honest in sales techniques, and treat the newgeneration clients as important clients.

? Recognize that the new generation is highly educated andenjoys technology.

? Realize that the manners, clothing and style are differentfrom the older "Boomer's" ideas. "You have a right not toappreciate the fashion," the report notes to older agents, "butdon't assume there is more to it than that."

? Women are an important part of this generation and have theresources and determination not to rely upon someone else to makedecisions for them.

On recommendations for what agents should do, the report notesthe agent needs to define his marketplace and bring that youngergeneration into his or her market. Also, Gen Xers, because of theirentrepreneurial nature and desire to be recognized for theirtalents, are likely candidates to become producers. They also knowthe generation the older agent is trying to market to. The newgeneration speaks the language of their generation and will be theones to build their business around them.

The full text of the report, "Targeting Generation X ? Preparingfor Tomorrow Today" is available under the Young Agents button atwww.independentagent.com.