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Cam Marston

  • Expert on Sales, Marketing, Demographics, and Leadership to today's generations
Fee range*
Keynote (Eastern & Central Time Zones): $20,000
Keynote (Mountain & Pacific Time Zones): $22,500
Keynote (Canada, Mexico, Caribbean, Alaska and Hawaii): $25,000
Keynote (Mobile, AL): $12,500
International: $35,000 - $60,000
Travel Fees
US: $1,500 stipend plus hotel and professional car service in the venue city to be billed to client’s master account
Traveling From
Alabama

Cam Marston is the leading expert on the impact of generational change and its impact on the marketplace. As an author, columnist, blogger, and lecturer, he imparts a clear understanding of how generational demographics are changing the landscape of business. Marston and his firm, Generational Insights, have provided research and consultation on generational issues to...

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Cam Marston is the leading expert on the impact of generational change and its impact on the marketplace. As an author, columnist, blogger, and lecturer, he imparts a clear understanding of how generational demographics are changing the landscape of business. Marston and his firm, Generational Insights, have provided research and consultation on generational issues to hundreds of companies and professional groups, ranging from small businesses to multinational corporations, as well as major professional associations, for over 16 years.

Marston’s books, articles, columns, and blog describe and analyze the major generations of our time: Matures (born before 1946), Baby Boomers, (born 1946-64), Generation X (born 1965-79), and Millennials (born 1980-2000).  He explains how their generational characteristics and differences affect every aspect of business, including recruiting and retention, management and motivation, and sales and marketing.

His first book, Motivating The “What’s In It For Me?” Workforce (2005), explores the characteristics and motivations that each generation brings to the workforce and suggests management tactics applicable to any business setting. His next book, Generational Insights (2010) is a guide to the best practices in managing generational issues. Generational Selling Tactics That Work (2011) is the first book-length study of generational approaches to sales and marketing. His two training videos have been best sellers since introduced in 2005. His short book The Gen-Savvy Financial Advisor (2012) is a must-read in the financial services industry.

Marston’s expertise has also been featured in the Wall Street Journal, The Economist, the Chicago Tribune, BusinessWeek, Fortune, Money, and Forbes, as well as on Good Morning America, CNN International, and the BBC. He writes a column for InvestmentNews, CNBC, Investment Advisor, and has been a featured columnist in Agent’s Sales Journal, AdvisorOne Magazine, ThinkAdvisor and Multi-Housing News, among others. His blog at generationalinsights.com tracks the latest changes and developments in generational issues and demographics.

As a consultant, Marston has provided insight and advice to leadership at the nation’s most prominent corporations as well as multinational corporations including American Express, Fidelity, BASF, Nestle, Schlumberger, Merrill Lynch, Kellogg, Coca-Cola, Macy’s, Warner Brothers, ESPN, Qualcomm, RE/MAX and Eli Lilly. He has also offered presentations and consultations for the U.S. Department of Agriculture, the Internal Revenue Service, and the U.S. Army, as well as major professional associations such as the American Bankers Association, the Financial Services Roundtable, and the Million Dollar Roundtable.

Marston’s presentations are informative, engaging, and humorous. He offers concrete demographic research that is tailored to his audience. But he enlivens the data with anecdotes, tales from the real business world, attention-grabbing visuals, and quips that make the message memorable. Marston’s clients consistently report that his research makes his programs relevant and his presentation style makes them interesting and fun.

Marston’s insights and expertise are the products of over 16 years of research and consultation across a wide range of industries as well as his own early-career background in corporate sales and research. He holds a Bachelor of Arts from Tulane University. He is a native and resident of Mobile, Alabama

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Cam Marston in Media

Speaker Programs

Generational Selling Tactics
Tools like e-commerce and social media were supposed to make selling and marketing easier. Instead, they make buying easier and selling harder. Consumers can easily research products, compare costs and reviews, and even name their ...more
Tools like e-commerce and social media were supposed to make selling and marketing easier. Instead, they make buying easier and selling harder. Consumers can easily research products, compare costs and reviews, and even name their own prices. In the 21st Century marketplace, you can't just give them a reason to buy, you need to give them a reason to buy from you. Since the decision to buy is 85% emotional and 15% rational, you need to connect with your customers and clients. Even more challenging, today's marketplace is more demographically diverse than ever, with four distinct generations of active consumers. Understanding the generations helps us achieve that crucial connection that gets customers from all demographics closer to the emotional decision to buy from us. This presentation will introduce you to the Matures, the Baby Boomers, Generation X, and the Millennials, and describe the distinction between the "We"values of the earlier generations and the "Me" values of the later ones. It will also provide you with the hands-on how-to of connecting with and selling to each one regardless of your own generational background. ...less
The Gen-Savvy Financial Advisor
For decades financial services have focused on demographic groups that are now moving into and past retirement. The Matures (born 1945 and prior) and the Baby Boomers (born 1946-1964) are the generations that the financial ...more
For decades financial services have focused on demographic groups that are now moving into and past retirement. The Matures (born 1945 and prior) and the Baby Boomers (born 1946-1964) are the generations that the financial services industry grew up with, and their client relationships were defined by traditional business models. Now, new generations who have different economic and cultural experiences are moving into age ranges that make them prime markets for investments, retirement planning, insurance, and other financial services. The challenge for financial advisors today is to provide financial services and create new advisor-client relationships that match the expectations and experiences of the next generation of investors. New generational attitudes have surfaced in response to the Great Recession and its aftermath and advisors need to understand not only each generation's characteristics but also each generation's distinct anxieties and concerns prompted by the downturn. Cam Marston understands the attitudes and expectations of the upcoming generations and what they expect from service providers. He has learned how they buy, how they value different types of information, what their definition of "expert" is and how they apply it to financial advisors, and what they want financial advisors to teach them. He understands their preferred methods of communications and what sales tools to use and how to use them effectively. As an InvestmentNews columnist and the author of The Gen-Savvy Financial Advisor, Cam provides tips, ideas, and examples for how to best court and serve each generation of client. His presentations are full of "take home value" content, even giving his audiences the words to use in specific scenarios. The next generation of financial services client has arrived. They will not tolerate being treated the same way their parents were treated. Learn what they want in this exciting and impactful presentation. ...less
Leadership and Teamwork, Four Generations in the Workplace
For the first time in history, four distinct generations are employed sided by side in the workplace. With differing values and seemingly incompatible views on leadership, these generations have stirred up unprecedented conflict in the ...more
For the first time in history, four distinct generations are employed sided by side in the workplace. With differing values and seemingly incompatible views on leadership, these generations have stirred up unprecedented conflict in the business world. Effective management of this generational divide is vital to every organization's longevity and success. What are each generation's core values? What do they expect of their leaders and how do they define success? In this engaging program, Cam Marston answers these questions and much more. Audiences will learn how each generation developed its core values, how that manifests in the workplace today, and why they can all not only operate alongside each other, but do so with extraordinary success. This program provides the generational insight, concrete examples and specific approaches to help frustrated managers build the individual connections needed to boost employee performance and retention. Attendees will walk away knowing the common generational characteristics, specific leadership needs of each generation, the new definition of company loyalty, and fresh guidelines for team building. ...less
Sales & Customer Loyalty, Selling Across the Generations
The first rule of selling is steadfast: know your customer. With four distinct generations playing active roles in the buying decisions of companies worldwide, that tenet is increasingly difficult to fulfill. It is no longer ...more
The first rule of selling is steadfast: know your customer. With four distinct generations playing active roles in the buying decisions of companies worldwide, that tenet is increasingly difficult to fulfill. It is no longer enough to be personable and knowledgeable about your product. To succeed in today's business climate, you need to approach each buyer with an informed generational perspective - recognizing the underlying biases, values and expectations that pave the way to "yes". Cam looks inside each generation's core values to identify what forms their buying decisions and gives audiences the understanding required to develop a solid sales process, based on known generational biases and business preferences. Attendees will learn to identify subtle shifts that indicate upcoming leadership changes, create a fast and genuine connection with new customers, sell to their customers' expectations, build trust between the generations, highlight appropriate product selling points for each customer, and avoid common communication pitfalls. Cam uses examples to show how some companies today are effectively engaging generational marketing techniques to appeal to the unique decision making traits of each generation and prepare their sales teams for success in today's marketplace. ...less
Management & Human Resources; Attracting and Retaining a New Generation of Employees
Good talent is hard to find. And even harder to keep. With company loyalty increasingly considered a comedic punch line rather than a standard employee trait, knowing how to identify, attract and retain the very ...more
Good talent is hard to find. And even harder to keep. With company loyalty increasingly considered a comedic punch line rather than a standard employee trait, knowing how to identify, attract and retain the very best talent may seem impossible. Generational DNA plays a huge role in the changing workforce dynamic. Understanding it unlocks the secret to selecting the right candidates and encouraging employee loyalty - both essential to business survival. The four generations in the workplace bring to the office their own distinct biases about loyalty, leadership, time, and productivity. Cam has studied these biases and their effects on attracting and retaining good employees. He shares this insight and provides specific examples of how every organization can create an environment that attracts the best talent and fosters, rather than discourages, employee loyalty. Audiences learn to identify the best prospects, create compelling employment offers by age group, meet the long and short term goals of each generation, understand the motivating factors for each employee and become the kind of boss employees want to serve. Every level of leadership plays a key role in attracting and keeping the very best. By discovering how to create the workplace that each generation prefers, your company will reap the rewards in consistent transfer of knowledge, increased productivity and decreased turnover. ...less

Reviews

Since Cam’s presentation over two months ago, not a single day passes without me overhearing someone within the company refer to generational differences – it has infused the mindset of our leadership team. This is a dramatic and effective shift in perspective. As a result, our younger employees are getting more involved with the company,…

- Elaine Vaught , Bell Helicopter Textron, Inc.

Your session on Selling to the Generations was one of the highest attended and one of the highest rated. Our audience just LOVED YOU. Your timely topic, delivered with your wit and style was thoroughly captivating. I’ve never received such an enormous outpouring of thanks.

- Bryan Buckley, Business Development Coach , HRI, Inc.

You were fabulous! Our group loved it! I am so pleased with the presentation. Your knowledge, insight, humor and energy kept everyone’s attention. The content was very relevant to the group. By relaying your personal life experiences, it made you ‘real’ to the attendees and not just a professional speaker.

- KFC

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