how to sell to seniors and their adult children at the same time
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Michael P. Sullivan50-Plus Communications ConsultingCharlotte, North Carolina704 554 [email protected]
Specialist in Training Senior Living Associates
How to Sell to Seniors and Their Adult Children at the Same Time
How to Sell to Seniors and Their Adult Children at the Same Time
Rosalynn Carter’s Four Kinds of People in the World
1. Those who have been caregivers
2. Those who are caregivers
3. Those who will be caregivers
4. Those who will need caregivers
Who is the Typical Family Caregiver?
Woman, age 49, caring for widowed mother, age 69.
Usually oldest daughter
Others?
Next oldest daughter
Then next oldest daughter who lives close by
Then daughter-in-law
And finally son
Two Generations!
--Matures’ age 68 and up ’ age 68 and up
-‘Baby Boomers’ 48 to -‘Baby Boomers’ 48 to 6767
Main Point:
Two Different Generations!
Key Differences Between Matures And Baby Boomers
Baby BoomersBaby BoomersMatures
Focus on themselves -- “Voyage to the
interior.” Distrust of authority
We deserve it; We deserve it; disappointed disappointed expectationsexpectations
Control; choices, stress, simplification
Self-sacrifice, especially
for childrenRespect for authority
We’ve earned it We’ve earned it because of all our because of all our
hard workhard work Frugality,
responsibility, caution, value
Boomers more likely to have living parents
-- 71 %
Boomers more likely to have
living parents….And likely to have children at same
time!33%
For Older Parents: The decision to move into a new place is often one
of the hardest ones associated with this
stage of life!
“It involves their loved ones, it involves guilt, it involves their fears for the future, it involves the very heart of family values.”
–Senator Russell D. Feinberg, New York Times
Powerful Emotions – For Parents
The farther the physical
distance, the harder it is to
keep the family connected
The family may have to get used to it.
Takes time.
The adult children often think of their parents as
getting older but never
“being old!”
They see that their parents are struggling with the daily
chores of life…
Perhaps starting to
have obvious memory
problems..
They see them as no longer able to handle all that is required to live in
their home independently…
As adult children care for their older parents they face certain universal
problems.
The Relationship
Language Can Be a Problem
‘Time Zone Problems’
Mary Pipher in her book, Another Country:Navigating the Emotional Terrain of
Our Elders
For Older Adults,
learning to accept
vulnerabilities and to ask for
help.
Some time after retirement from daily working for a living and the onset of chronic
illness that occurs in old age most develop “a
blind spot”
Parents allowing children to be part of the decision making process – encourage opinion, let them ask
questions and express opinions
What is their family history?
Are they supportive?
What words are you hearing?Are they
connecting?Words. Phrases.
Meaning.
Find out what conversations they have
had with friends and relatives about
retirement community life
What position are the older adults taking?
What position are the adult
children taking?
Explore what they are
hearing about the housing options you represent
Talk about your location in terms of
convenience but give
examples
Key point:Tell them a story about your senior
living residents
90% of your sales effectiveness based on your
ability to develop rapport with the
prospect and family
Developing rapport is a tall tall challenge
Tell your stories about families who are caring for their own parents who
needed advice
Get Started on the Right Foot Build a personal
relationship
Stand out
Be supportive
Communicating with the older
parent
The “cognitive
age” versus “chronologica
l age” syndrome
Slow downSpeak distinctly and clearly
– not louderAsk questions
Use simple, short sentences so your conversation is
understandable
Selling to the Family
Focus on the emotional Focus on the emotional connection between connection between older adults and their older adults and their grown children grown children
Sales Tip
Focus on their family
Show you care about them as a person
Connect with the right side of the brain
Ask, “How Does That Feel ?”
“Does that make sense to you?’
Feeling touches emotions
Emotionally Enriched Words, Phrases and Ideas
Not dependent on others
Self-sufficient New experiences Learning Family,
Grandchildren
Doing things together
Travel Helping others Generous Giving back
MaturesMatures
1998 Richard B. Ross, Glencoe, Il, and Michael P. Sullivan, Charlotte NC.
Emotionally Enriched Words, Phrases and Ideas
PossibilitiesChoicesOptionsPersonal experiencesSelf-fulfillment Maintaining control
BoomersBoomers
Michael P. Sullivan50-Plus Communications ConsultingCharlotte, North Carolina704 554 [email protected]
How to Sell to Seniors and Their Adult Children at the Same Time
How to Sell to Seniors and Their Adult Children at the Same Time
Robert WalkerRetirementHomes.com1-888-544-9124 x [email protected]
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