Contrary to what you sometimes hear, compensation is the most important consideration when younger workers evaluate employment options. According to columnist Michael Puck: Next-generation workers are not prioritizing work/life balance, good managers, flexibility, and engaging work above pay. More than half (59%) of Gen Zers say that pay is the most important consideration when applying for their first full-time job. While reporters love to focus on generational differences, this trend was showing up in all parts of the workforce after wages started rising a couple of years ago. In light of this reality, you should develop a coherent plan for talking about compensation with your recruiting prospects. Here are some items your plan should include. A description of what you offer and what it’s worth. Unless you’re the cheapest option in your marketplace, you’re offering something in exchange for higher splits and/or fees. Outline the value of what you offer. An understanding of what your competitors are offering. This can be a moving target, but there are patterns you should know and recognize. Being able to say: Here’s what you’re going to find when you talk to our competitors…puts you in a better place to tell your story. A dialog about net profit. There are no free lunches. If an agent is not paying someone else to do the menial tasks in the sales process, they are the low-paid administrative employee doing all this work. Don’t be caught flat-footed when negotiating compensation. The most talented recruiting prospects are doing the math—you should too.