It’s a demographic fact. There are more people over the age of
50 than ever before. Seniors are the fastest growing segment
of our population, and their incredible spending power gives rise
to a new selling rule, Whoever has the gold… rules. Seniors
have the gold, thus they rule. So being a senior is very cool.
Seniors are the most affluent consumer group that exists. More
than one out of every four people, over 81 million consumers in
the US, is over 50 years old. Over 79 percent of all savings accounts
are held by those over age 55. Seniors buy more from desire than
need and love to pay their bills fully and on time. They also have
more disposable income than other age groups and control over
48 percent of all discretionary purchases that occur. They have
extremely stable incomes, are more cash positive, and more
willing and interested in getting what they want, than any other
age group. They are avid readers of newspapers and magazines
and most open all promotional mail sent to them. They are
30 percent more likely to purchase on-line than younger users.
Most companies have yet to take note of the incredible spending
power, statistics and monetary figures about seniors. They don't
focus on the senior market. Business failures of the 21st Century
will not be companies lacking innovative products, they will be
companies lacking seniorized marketing skills. It is time for
corporate America to wake up, pay attention and get with it.
The age wave has arrived.
Here are some tips on selling to seniors:
Always sell up from the heart up. Use a personal touch with an
honest-to-goodness caring attitude towards them and their well-being.
Give seniors attention and quality time.
Show pictures of active people over 50 in your marketing materials.
Trigger memories from another time. Market to them through their
era - talk to “the old kid.”
Link to their feelings and emotions. Listen and bond with them,
focus on their needs.
In person feed them munchies like soda pop and cookies. Indulge
their sense of taste & smell.
Call them in the morning or early evening, never at meal time.
Never cold call. Send information then follow-up. Be discreet.
Forget the high gloss, high tech, loud music sales pitch. Use pleasing
colors and soft sounds.
Print big and bold, make things readable, use lots of white space.
Signage needs ample lighting inside stores and out in parking lot.
Emphasize Safety, Independence, and Security. Understand they
tire easily and wipe out.
Stay in contact. Write to them, call them, remember they are lonely
and need people.
About the Author
Gary Onks is the author of "How You Can Reach & Sell the
$20 Trillion Senior Marketplace" which is described as:
"The 'Art' of pleasing senior customers"~ Washington Times
"A 'Breath of Fresh Air' in senior marketing" ~ CD Publications
Sold On Seniors, Inc. http://www.SoldOnSeniors.com
Phone: (540) 785-4438 or 800-416-8785
mailto:GaryOnks@SoldOnSeniors.com