There have been big changes in consumers’ buying habits, and financial services are no exception, says Cam Marston, a world-renowned expert on generational issues in the marketplace.Understanding clients’ age-based points of view is an indispensable soft skill that you can use to establish connections and make sales.New attitudes about investing break down along generational lines and this book is the definitive guide to tailoring financial services and building relationships with clients based on these new generation-specific expectations and experiences. Whole chapters are devoted to each of the four generations - Matures, Baby Boomers, Generation Xers, and Millennials - and their unique approaches to finance and investing. Marston offers detailed guidelines and an arsenal of proven techniques to help the advisor best serve investors of all ages.Through this book, Marston conveys the changing demographics and shifting experiences that are giving many financial advisors anxiety they haven’t felt since the Great Recession. But he also shares a path forward.