MichaelSullivan
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Sep 30, 2010, 12:45 PM
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Techniques to Connect with Senior & Boomer Prospects
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By Michael P. Sullivan
50-Plus Communications Consulting: www.graymoney.biz
The following is a list of specific face-to-face techniques for dealing with Boomers and older prospects
Show you care about each as a person. Women in particular want to deal with a person as part of a relationship, not with someone who is interested only in a transaction. Get to know them and their needs. Be in touch with them on a regular basis before and after the sale.
Realize the older one gets, the more one relies on what one knows.
Older adults use a greater amount of intuition than when they were younger. After presenting your retirement home recommendation, ask, “Does this feel right?”
A key driver for Boomers and older adults is self-fulfillment. Notice expressions of motivational need for self-fulfillment—changing careers, living differently, residing in a new location, pursing an avocation or a new interest.
Use concrete examples of abstract ideas. Many times, what you are explaining is abstract in nature. Make it tangible. Use common daily experiences that people have as a way to explain the abstract point you are making.
Altruism strikes a responsive chord. You should probe to learn if altruism or “giving back” to the community, church or some other organization is a hot button with the prospective resident. Boomers and older customers make many personal decisions in order to give back to others what they can.
“What do you want to do in retirement?” Ask your prospect this question. Your job often is to help him or her realize dreams. For Boomers, the “what” is usually significant and often is a very individualized one. Your job is to show them how your retirement housing helps them be able to do what they want to do.
Display pictures of your children or grandchildren in your office. Family values are important to older customers. Ask about their family. Talk about their family. Send birthday, get-well and congratulations card to strengthen the relationship.
Understand their causes. Part of the shared experience of older Boomers in their formative years (late teens and early 20s) relates to social consciousness. They want to be connected to families, friend and society. Their personal goals may be tailored to contribute to certain causes in whatever way they can.
“Do I have to draw you a picture?” You do. Older people recall previous events, happenings and objects more easily by visual recall. Draw a picture for them. Use imagery relating to things they know. For a short quiz you and your associates can take to determine which side of the brain is dominant for you, email me at Mps50plus@aol.com and ask for Brain Quiz.
Use motivators that relate to rest and relaxation, and reduce their stress. Show them how your property helps them pursue their hobbies, sports, grandparenting or other interests. Talk about their passion and, when you can, relate to those things special to them.
Explain things by telling stories, relevant ones that touch emotion. Modern brain research shows that story telling increases the flow of adrenaline in the brain and helps us store and recall information more easily.
Use behavioral drivers frequently to relate to Boomers and older customers. The most important ones are independence; connections to family friends and society in general; personal and spiritual growth; rest and relaxation and altruism or giving back.
Ask them for referrals. Women, for example, are natural-born networkers. If they feel good about you and your facility, ask if they’d recommend your property to their friends.
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 Sep 30, 2010, 1:03 PM)
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