how to sell to seniors and their adult children at the same time

Michael P. Sullivan50-Plus Communications ConsultingCharlotte, North Carolina704 554 7863Mps50plus@aol.com

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 7863Mps50plus@aol.com

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 243robert@retirementhomes.com

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