- Address real-life concerns. Educate your prospects on the various needs they are bound to face. Open their eyes to real-life issues and mention products that offer solutions.
- Make it clear. It might sound cliché, but it is true that the senior market has diminishing eyesight. Make your marketing material bold and easy to read.
- Don't scare them. Intimidating facts about aging will not inspire people to buy your products. Seniors know they are aging.
- Don't call them "seniors" (despite our repeated use of that term in this program)! The surest way to lose a prospect is by using the term senior or elderly. Age is less significant than attitude. If you must, use terms like "retiree" or, when appropriate, "grandparent." But whatever you do, don't call them "old!"
- State your credentials. Use referrals to gain confidence. Do not hesitate to explain your experience and qualifications.
- Keep it safe. Remove as much risk as possible. Offer products with a money-back guarantee or trial period to ensure clients there is nothing to lose. Provide a safety outlet to build their trust and encourage them to work with you.
(Source: Brendan Harrington, Senior Market adviser, November 2004)
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