Most Boomers and seniors have the means to buy what they’d like, especially if they feel as though the marketing for certain products is geared towards them.
In fact, 70 percent of the disposable income in the U.S. is controlled by Boomers. As Boomers become increasingly social media-savvy, they’ll be able to put their money towards whatever’s trending. As a result, they may become the key to the success for many brands.
That’s all well and good, but when it comes to selling to Boomers and seniors, average marketing strategies aren’t going to get the job done. No, selling to Boomers and seniors takes a little more thought and sincerity, amongst other things.
These five secrets can help your company when it comes to selling to Boomers and seniors.
Listen to Their Needs
If you do a search online for Boomers and seniors, you will see stories about the needs in their communities. More likely, if you do a search on social media for Boomers and seniors, they will tell you exactly what they need.
Social media has become a major tool when it comes to selling to Boomers and seniors. A recent study suggests that up to 82 percent of Boomers belong to at least one social media site. The go-to site for most Boomers and seniors remains Facebook. This bodes well for your company.
More than half of Boomers who use social networking sites visit a company website or continue their research on a search engine as a result of seeing something on social media.
Your company needs to focus on becoming active on relevant social media channels – Facebook, Twitter, Instagram, etc., with a real emphasis on selling to Boomers and seniors. Ask questions, look for answers, and give and receive solid feedback throughout the communities. This builds trust, which works wonders for your brand.
Use High Touch Over High Tech
While it’s true that Boomers and seniors are a lot more tech savvy than many people give them credit for, that doesn’t mean you need to base your entire marketing campaign on using techy jargon.
Instead, when it comes to selling to Boomers and seniors, a confident, yet reassuring touch goes a long, long way. No one likes to be talked at – so speak to them, instead.
Just like when it comes to listening to their needs, if you’re able to connect with them on a somewhat personal level, Boomers and seniors will be more responsive, and therefore more likely to buy what you’re selling.
Empathize with the Customer
Whether you’re selling to Boomers and seniors, or anyone else for that matter, it should come as absolutely no surprise that customers appreciate a certain degree of empathy.
Perhaps they need a new washing machine because the one they received as a gift from their children stopped working? Or they need certain items for their sick spouse? It could just about be anything, but if you remember when you’re selling to Boomers and seniors that they are, in fact, human beings and not a number, you’ll be surprised at the responses that you’ll get.
If they feel as though you actually care about their wellbeing, there’s a great chance you’ll have a customer for a long time. If you brush them off, well, that’s one less potential client you’ll have available. As the saying goes, honey works better than vinegar.
Ask, Don’t Tell
You won’t find too many people who enjoy being told things without being asked questions in return.
For example, if someone walks into a store and immediately a salesperson comes up to the person and rattles off details about everything the store has, what good does that do if the person just needs a pair of shoes? Any marketing strategy geared towards selling to Boomers and seniors will features questions for Boomers and seniors – “How can we help you? What do you need? Is this for you or for someone else?”
These are just a few questions you should be asking your potential clients and customers.
Win with the Right Words
Although it might seem like it’s in short supply these days, respect and words of kindness go a long, long way when it comes to selling to Boomers and seniors. This, of course, all goes back to showing empathy and making sure they know you understand their needs and care about the things they care about.
A general rule of thumb is to never forget the importance of using the words “please,” and “thank you.” These phrases will help your company win big with everyone, and that’s especially true when it comes to selling to Boomers and seniors.
Marketing with a Plan
Many companies feel they can handle the entire process of creating and implementing a marketing strategy geared at selling to Boomers and seniors on their own.
While some of these companies have in-house marketing teams putting together catchphrases and catchy slogans, there are some who might have a little trouble coming up with the best way to start a strategy and how to see it to fruition.
At Immersion Active, we specialize in helping companies just like yours implement proven strategies to sell to Boomers and seniors. Our expert staff can walk you through all of the steps so you don’t feel as though you have to do it alone.
Contact us today to see how Immersion Active can teach you all of the secrets you’ll need.No Comments