MichaelSullivan
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Jun 29, 2010, 12:03 PM
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By Michael P. Sullivan
50-Plus Communications Consulting: www.graymoney.biz
People age individually. Some are old physiologically and mentally at 45; others are young at 90. On average, however, people age at a rate that produces at least some difficulties with comprehension and memory starting in the early to mid-sixties.
Almost anything you sell requires some level of comprehension above a basic level. Communicating with older adults requires that they understand the issues and remember what you say and what has been agreed upon. Because aging certainly impairs memory and, possibly, comprehension, you need to take steps to help improve the individual’s ability to understand and remember.
On average, we remember about 25% of what we hear. Older adults are likely to remember even less because of the decline in short-term memory that accompanies aging. You and your associates can improve their memory by facilitating concentration when talking to them.
Eliminate distractions in your office, such as ringing phones, sunlight or glaring light shining in their face, overly cold (or hot) air pouring on them from above, and other physical intrusions.
Keep yourself focused. Don’t wander off the subject. Follow a logical progression of ideas with one building on another. Restate the main points at the end of each group of thoughts. When you’re done, make it easy to remember by summarizing what you’ve said.
Use different forms of motion to keep the older person involved. Ask him or her to take a few notes. If possible, have the person get up and move around to look at something. Hand material to the person in a way that causes him or her to stretch a little. If appropriate, get the individual to write in answers to questions you pose. The use of motion stimulates the flow of brain chemicals that enhance both comprehension and memory.
Make what you are saying more interesting using different forms of motion. Use gestures without overdoing it. Walk around the desk and sit alongside the person. Reach over and touch him or her lightly on the elbow or lower arm at time, if possible. Psychologists report that often touching in this manner helps improves memory.
Key your communications to the ways they learn. You are in the education business, explaining the value of your property and relating it to their lifestyle. People learn in different ways, so the way in which you present an idea or new information may be crucial to whether an individual actually absorbs it.
One important dimension on which older adults differ in learning is which side (or hemisphere) of the brain is dominant. The left side is analytical, linear, explicit, verbal, rational, goal-oriented. The right side is intuitive, spontaneous, holistic, emotional, non-verbal, visual, artistic, diffuse and physical. While some older people use each side of the brain about equally, most people prefer one or the other.
Here are some clues from J. Wonder and P. Donovan in their book, Whole Brain Thinking, as to which side of the brain is dominant for a specific individual:
Extreme left side of the brain: Formal, logical, unemotional; deals in facts and figures; keeps distance both intellectually and physically; ignores body language.
Left side: Articulate, logical, but relates to needs of listener; uses more colorful, interesting, warmer, language; likes to keep discussion on track.
Middle: Seems to be both sides of issues; equivocates; rewords sentences, stutters; must understand all the fine points.
Right side: Likes to tell people what they want to hear; expressive body language; sincerely wants to understand; inclined to make erroneous assumptions and garble technical information.
Extreme right side: The person’s focus is the self; often disorganized, diffuse and wandering in speech; can’t hear messages that upset his or her feelings; usually doesn’t want to change their mind.
Observe closely and try to identify the dominant side of the brain in each older person you deal with. Make your communication more congruent with the preferred side. The person is more likely to “hear” you and more fully understand what you are saying.
If you would like a free copy of 10 Telephone Tips for Retirement Communities, email 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 Jun 29, 2010, 2:05 PM)
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