Recognizing the unique
features of senior
customers can help
you market effectively
and provide an
meets their needs.
Build Trust. Being taken advantage of is another common fear among senior prospects. To assuage this fear,
try using guarantees to impart confidence. This might
even be the time to employ fully refundable holds. And
remember, don’t adopt a defensive attitude if your customer gives you a hard time—they may be testing you.
Like most customer complaints, how you respond is
what people remember.
Mind Your Tongue
Attitude is key. Mind your audience. Don’t approach
your customer as “old”—studies show that we routinely
think “old” means ten years older than we currently are.
If you are in your late 20s then you are old to teenagers.
If you are in your 30s you are old to college students.
Treat customers as people rather than demographics.
Being condescending or patronizing towards senior
prospects will surely kill your sales. Try to avoid words
like senior, old or elderly.
Sell to Your Audience
Think of your target market. Design your senior-
focused print advertising to be easily read and under-
stood. Depending on your marketing budget, you will
probably utilize several marketing campaigns. As we
age, the way we perceive color changes and larger print
is appreciated. The following are tips that will increase
the effectiveness of marketing to seniors.
Know That Seniors Are Worth
Seniors are recession proof. Since the recession began, households headed by people aged 65 and older
saw their income rise by 7. 1 percent compared to a fall
in every other age group by 4 percent or more. Retirees
are shielded from the labor market since unemployment
is not a factor.
Seniors use the Internet. As of April 2012, 53 percent
of American adults aged 65 or older are using the Internet or e-mail. And of those, 70 percent are typically
using the Internet every day. Furthermore, 34 percent of
Americans aged 65 or older use social networking sites
including Facebook. Senior use is growing by leaps and
Be real. Be direct. Always ask for the sale. However,
do not use a hard close or scare tactics. Remember, this
is potentially a major move for them, especially if they