Marketing Tips to Consider When Selling to Senior Citizens
The sales industry takes a specific talent and set of skills to be successful. You might already be working in the senior sales industry, but it never hurts to improve. Take a look at the tips BSH recommends and see how well you do them.
1. Focus on providing for their needs and lifestyle.
Every time some sales guy knocks on my door I already know the majority of the speech they will give me. They highlight the great discount or package deal they have in comparison to their competitors. THIS IS THE BIGGEST MISTAKE!
I can easily say no, I don’t care about the deals, I don’t need the product or service, and BOOM, the salesman lost another deal.
Where did he go wrong? Well he focused on the finances rather than focusing on lifestyle and how what the salesman is selling is a solution that meets a need of my life. When a potential customer can see clearly HOW the product or service fits their needs, the price is less of a problem and you have locked-in a sale!
2. Seniors fear the loss of independence.
Senior citizens want to understand the product or service you are selling. The biggest turn off is not describing the service or product in a clear, concise way. Seniors do not want to rely on someone else to do things for them…. So the longer the explanation, the harder something is to read, comprehend, or access, the more a senior will feel as though they are losing a piece of independence.
Maybe practice your spiel on your grandmother to see if she understands what you are selling!
3. There is no one-size-fits-all
Like anyone else, seniors like to know that a product or service is being offered to them on an individual basis, rather than the one-size-fits-all model. No one likes to be told they are the same as everyone else.
Emphasize the way the product or service can be personalized and take time in your sales pitch to listen to their situation and concerns.
With just a small piece of interest in your customer, that can go a LONG LONG WAY.
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