iPROMOTEu’s Dave Saracino Shares Insights on Selling Across Generations at ASI Show Chicago 2025
Understanding how to connect with buyers from different generations is critical for today’s distributors, according to Dave Saracino, Senior Vice President of Affiliate Sales and Support at iPROMOTEu, #8 on ASI Counselor’s Top Distributors list. Saracino led a featured Power Session at ASI Show Chicago 2025, offering strategies for tailoring sales techniques to meet the expectations of Baby Boomers, Gen X, Millennials, and Gen Z buyers.
“Tailoring your sales technique to different cohorts builds trust and fosters engagement so you can close more deals,” said Saracino. “Each generation has unique buying habits.”
Saracino outlined how cultural and historical events have shaped buyer behaviors:
- Baby Boomers (1946–1964): Influenced by post-World War II prosperity and the Civil Rights movement, this group values phone calls, in-person connections, and sample kits. They appreciate consistency and long-term relationship-building.
- Gen X (1965–1980): Shaped by the end of the Cold War and the rise of personal computers, Gen X buyers expect professionalism, follow-through, and budget-conscious solutions.
- Millennials (1981–1996): Defined by 9/11, the 2008 financial crisis, and the internet boom, Millennials prioritize transparency and the social responsibility of products.
- Gen Z (1997–2012): As the first digital-native generation, Gen Z is driven by speed, relevance, authenticity, and visual communication. They expect quick, clean communication and trend-forward product ideas.
Saracino emphasized that today’s clients may span multiple generations, requiring distributors to diversify their communication strategies. “We’re not selling to one buyer anymore. Each generation has its own expectations,” he said.
Key Advice Takeaways:
- Be consistent and relationship-driven with Boomers.
- Deliver on promises and stay within budget for Gen X.
- Highlight social impact and authenticity with Millennials.
- Keep it short, visual, and trend-savvy for Gen Z.
“Use more than one way to connect,” Saracino concluded. “And be smart with how you show up for each generation.”
The session reinforced iPROMOTEu’s commitment to empowering Affiliates with insights, tools, and strategies that help them succeed in an evolving marketplace—backed by the influence of one of the industry’s top distributor organizations and the strength of deep, long-standing relationships across the promotional products community.