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  • Writer's pictureSteve Shefveland

How do you Sell to Older Adults? Did Someone Say Boomer Adults?

Did you know that according to the American Association of Retired Persons (AARP) as of May 2014, "there are 108.7 million folks age 50-plus. This includes 76.4 million boomers (born 1946-64), compared with 49 million Gen Xers and 82 million millennials. Moreover, people 50-plus will continue to grow over the next decade to the tune of 19 million, vs. a growth of only 6 million for the 18-49 population." In addition, USA Today reported that "Baby Boomers and their elders are making up an outsize share of consumer spending." ... "Toss in 53- and 54-year-olds, and the Boomer- and-older set comprise about half of all consumption, according to Visa and Moody’s Analytics."

Boomer and older adults require special forms of communication in 2018. What I mean is if you sell products and services to this demographic, you need an contact center that is "skilled and experienced" in how to effectively communicate with this demographic. There are many age groups (i.e. college, 30-somethings) who can be trained to communicate with an older adult. However, having older adults in your call center who naturally know how to speak with callers of the same age just makes sense.

For example, medical alert device companies have a higher sales close rate when they have call center representatives who are of the same or similar age as their callers. Why? Because their employees understand the issues and communication styles of people in this age group. They can relate! Relating to a prospective customers is more than half the battle when it comes to converting that caller into a customer. In addition, if you sell a product that is covered by Medicare, you want customer service agents agents in your call center who fully understand how Medicare works. Or, if you sell print newspaper subscriptions, you know that a large percentage of your target audience are 50+. This may sound like common sense! And it is.

As the founder of a call center business, anytime I can match the age demographics between my call center agents and those who are calling just makes sense. It results in higher Customer Satisfaction Scores (C-SAT) and more sales for my clients. Lastly, it has been proven that staffing your call center (and business) with experienced older adults results in lower employee attrition, higher productivity, and more professionalism. This results in reduced costs and more revenue.

I have a lot of experience with the older adult demographic. If you have any questions or ideas, please reach out to me. I would enjoy meeting you and learning more.

Steve Shefveland, Founder

Emerging Global Services, LLC / / 602-312-8900

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