MichaelSullivan
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Aug 31, 2009, 11:20 AM
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Understanding the Immediacy Problem with Older Buyers
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By Michael P. Sullivan
50-Plus Communications Consulting: www.graymoney.biz
A major problem in selling retirement locations to people of age is lack of immediacy. It’s one we hear often in our training seminars. They often just don’t see any reason to rush – or take any action at all. In their minds, leaving things alone is just as good as – and maybe better than – following the retirement home recommendation right now.
We are not talking here about the situation where the prospect doesn’t like the recommendation and putting off action is simply a way of saying “no.” Nor are we talking about the situation where the person is unconvinced by the logic. In both of those cases, the sales associate needs to uncover the prospect’s objections in order to move the sale forward.
Here we are talking about a situation where the person does not appear to have objections but will not act anyway because, psychologically, he or she is unprepared to do what is recommended.
Why does that occur?
Fundamentally, it happens because the sales person has failed to connect with the older prospect’s right brain where memories and emotions reside. The sales person may have made a convincing left-brain case. The left brain is where we organize material; it is logical, analytical, and systematic. It is where we engage in rational thought.
But people don’t make personal decisions because of rational thought. Before making a personal decision, they need to evaluate it in these simple terms: “Is it good for me?” That evaluation occurs on the right side of the brain and is based on life experience, which produces memories and emotions.
Consider the most basic example. A sales person can explain the difference between the cost of ownership and that information will be comprehended largely using the left side of the brain. Knowing the difference, however, does not lead to a decision. The older person needs to be able to judge whether the recommendation is good, personally. He or she can only do that if he can connect the recommendation to each one’s life through stories and emotions that often are suggested by the sales associate.
To be sure, using left brain logic the prospect can recognize the value. But he or she also needs assurance from life experience to believe that the long-term buying decision is a good one. So, how does he or she really decide what to do?
All too often he or she does not decide. There is nothing wrong with the logical argument; it is completely persuasive to the left side of the brain that the recommendation will probably lead to a desirable lifestyle.
But, two factors drive the lack of immediacy:
The recommendation just doesn’t connect with memories and emotions on the right side of the brain in a way that causes the prospect to want to make a decision. The steak doesn’t have any sizzle. Sizzle occurs on the right side of the brain, whether we are talking about the smell, look and taste of a steak or feelings about the emotional factors motivating buyers.
Older adults have enough life experience to know that things don’t always work out as planned, so even though the left brain’s logic says everything will be fine, the right brain says, “maybe not.” Sales personnel can’t overcome the right brain’s “maybe not” with logic because that side of the brain is immune to logic. It works on experience, memories and emotions only. Intuitive sales associates know this point well.
By 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 Aug 31, 2009, 11:24 AM)
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