MichaelSullivan
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Nov 3, 2010, 8:56 AM
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By Michael P. Sullivan
50-Plus Communications Consulting: www.graymoney.biz
“There are four kinds of people in the world: Those who have been caregivers, those who are caregivers, those who will be caregivers, and those who will need caregivers.”
Rosalynn Carter, Rosalynn Carter Institute for Caregiving
Who are caregivers? According to a survey by the National Family Caregivers Association, 82% of those giving care to family members -- children or older relatives -- are women and 80% of the caregivers spend more than 20 hours a week at it. The recipient of that care is the spouse 48% of the time; parents 24% of the time; a child 19% and a sibling or friend 9%.
And there are many more caregivers to come. Four out of five individuals age 50 have at least one living parent. That parent is typically 25 to 40 years older -- age 75 to 90. Who provides attention and care when they need it? In the vast majority of cases, it is the daughter, whether she is married, single, widowed or divorced. All that despite her other responsibilities.
Because of that reality, many women from their late 30s on, but centered at around age 50, are consumed by their responsibilities: parents (and maybe parents-in-law), work, maybe children, maybe spouse. They have little time to think about life’s issues, such as their own retirement planning including retirement housing. And you can’t get their attention because they do not have the time or energy. What they need is your understanding and help. At the same time, it provides you with a way to reach prospective customers in an important way.
Does anyone ever really plan ahead to care for an aging parent? Not unless the older adult is in a troublesome or even critical state. Elder caregiving almost becomes a complete surprise. We don’t normally set aside money or time for the task. In fact, we are usually unprepared for it. And, often when it does occur, we tend to deny it’s happening.
And yet there are critical issues that accompany the complex, extraordinarily powerful emotions of caring for loved ones who are elderly, disabled or ill. Emotional reactions to eldercare can range from guilt and helplessness to anger and resentment to sorrow and grief. But, most of all, the caregiver needs help.
Caregivers share many of the critical issues involved in caring for loved ones who are elderly, disabled or ill. Overburdened by caregiver responsibilities and often overwhelmed by emotional reactions such as guilt and helplessness, anger, resentment and grief these people often have little time to tend to their own emotional and other needs and requirements. But there are always ways you can help, and receive plenty of rewards in return.
Importantly, helping a customer who is caring for another opens up many opportunities not only for deepening the relationship with the caregiver but for connecting with members of the extended family and friends. The benefits of this opportunity can lead to more referral business.
You’re able to deepen and strengthen relationships by talking with them about important things, such as lifestyle, interests, hobbies, occupations, perhaps even major milestones that they should be aware of.
You can connect with multiple members of the same family – fathers, mothers, brothers, sisters, grandparents and children.
With caregiving, there are four general areas where planning of some kind is desirable. Each area has a number of sub-segments where you may be able to provide information or direct assistance.
First, there’s physical issue, e.g., regular doctor, recent physical exam, geriatric assessments, inventory of medications. Then, there’s your specialty area-- housing where you can present options ranging from home health care to assisted living to continuing care retirement communities. Just as important is legal, wills, powers of attorney and establishing living trusts. Finally, and very important is financial, investments, estate planning.
For a description of a training program for assisting caregivers that I lead, contact me at Mps50plus@aol.com.
Michael P. Sullivan, President, 50-Plus Communications Consulting, Charlotte, North Carolina, (704) 554-7863. Mike consults and trains staff at retirement facilities, home care living firms, financial services and health care organizations. His book, “101 Easy Ways to Increase Business with Boomerplus Clients” is available on his website,www.graymoney.biz. Contact him at mps50plus@aol.com.
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(This post was edited by MichaelSullivan on Nov 3, 2010, 8:59 AM)
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