Generational differences probably explain some of the different behaviours in your firm. This is no different among your clients and prospects.
At FirmChecker, we specialise in helping law and accounting firms make good decisions throughout their buyers’ life cycle. In this post, we look at why it’s important to offer your clients different modes of communication. This will help make sure they’re getting in touch with you, not your competitors.
According to a recent finder.com.au survey, 68% of Baby Boomers still prefer phone calls to text-based methods of communication.
Anecdotally, this is because phone calls are harder to ignore and tone of voice can provide important information.
The difference between ‘Boomers and millennials is quite stark. Only 27% favour a phone call over text-based methods of communication, whereas 73% will choose email, messenger apps or SMS.
We’d infer several reasons:
Interestingly, Generation X are a little closer to Gen Y in their preferences, with only 43% preferring phone calls.
In the context of your buyers’ life cycle, these generational differences are deeply important at two key stages.
Here’s what you should do about it.
Finally, you should consider that 56% of Australian adults avoid phone calls. This number will most likely get bigger, with millennials tipped to make up 75% of the global workforce by 2025. Accordingly, it doesn’t make sense to only cater to less than half of Australian adults if you want your firm to thrive. You should therefore keep generational differences in mind.
Ben Farrow is the Managing Director of FirmChecker and a consultant for Beaton Research + Consulting, the leading management consultants to professional services firms in the Asia-Pacific region. He holds commerce (economics and finance) and law (JD) degrees from the University of Melbourne and digital marketing certifications from Northwestern University.