Furthermore, they need to learn how to communicate with a key market segment, women, says Nancy Dailey, co-founder of MoneyLife Inc., a Garrett Park, Md., firm that helps marketers integrate learning into their selling skills. But trust-building is critical, they say.
Boomers tend to make decisions after analyzing facts and evidence.
They want information that proves why they should buy a particular product. But seniors go by their gut. This may be because seniors know they have insufficient knowledge to understand everything about the market and its products and services, Klein says. Also, as they age, they may have less capacity to absorb technicalities as they did when working. Because of that, senior market producers need to approach older buyers in a way that establishes a trusting relationship, he says.