Capturing & Retaining the 50-Plus Customer

Overview: The mature market is both lucrative and growing. Over the next 16 years, the number of people over the age of 50 will increase by 74%.
This group earns 50% of all discretionary income and buys one trillion dollars of goods and services annually. And yet, the 50-plus market is diverse, complex, and often misunderstood.

This seminar helps companies and organizations make effective business decisions regarding 50-plus consumers, thereby increasing sales, improving customer service, and retaining hard-won clients.

Audience: Anyone who sells to or serves the 50-plus customer, either on the phone or in person.

Objectives: This training will allow your sales and service representatives to:

• Recognize their own positive and negative images of aging and the ways their perceptions influence their interactions with older adults.
• Avoid common misperceptions and age-related stereotypes that lead to costly business mistakes.
• Understand the wide diversity within the 50-plus population and how to meet the unique needs of the different segments of the market.
• Identify and strategically respond to individuals with special needs including those with dementia, impaired hearing and those who are recently widowed.

Outcomes:

Company gains competitive advantage as staff is more knowledgeable of the values, beliefs, and needs of the three generations that comprise the 50-plus market.

Increased sales and improved customer service as knowledge of the exact profile of the older population leads to enhanced rapport with older customers.

Company can better influence customers’ buying decisions by understanding their perspectives and using their language.

Fewer customer complaints and less lost business as knowledge of the 50-plus market reduces costly age-related stereotypes and misperceptions.

More efficient and effective customer interactions with those having special needs (hearing impaired, those with dementia, the recently widowed) through the use of specific, practical communication tools and techniques.

Format:

• Six hours of instruction
• Classroom setting: lecture, discussion, case studies, role plays
• Informal, interactive approach
• Extensive handouts