Love & Company created a two-year research plan to gain insight into seniors’ views and responses to direct mail. Following our investigation of participants’ first impressions of direct mail pieces, we took our findings regarding messages, vehicle and design and tested them further to determine what truly is the more effective lead generator.

Our Research Process

In this study, we applied our findings from last year to several campaigns we developed for our retirement community clients. We created two versions of each mailing so that we could test a variable, such as message, format or design. Each version was then mailed to half of the mailing list. By examining the results of these and other mailings, we were able to identify “best practices” for senior living direct mail.

In this report, we briefly highlight some of the main findings of Part 2 of our study and provide a glimpse into our conclusions and recommendations for the most effective direct mail approaches for marketing to seniors.

Instant Gratification: RSVP by Phone

We included a reply card with one invitation version to determine if it would prompt prospects to respond, either by calling or returning the card, better than simply asking them to RSVP by phone to an anniversary celebration. The simple, 2-color envelopes and invitations were identical.

Overall, the version without the reply card generated slightly more responses than the version with the card. However, only seven prospects actually returned the card, with three times as many choosing to simply call. The reply card did not generate enough response to provide value for the added cost.

Less Is More

We tested a 4-panel, 2-color invitation against a 6-panel, 4-color invitation for a series of sneak preview lunch events. Both 8.5”x5.5” finished size pieces were mailed in identical envelopes with the prominent teaser: “The Residents of Fleet Landing Cordially Invite You…” From Part 1 of our study, we learned that an envelope with a strong invitation teaser effectively persuades recipients to open it, without needing a colorful image. We were therefore able to test which internal piece would generate the most RSVPs.

The two invitations generated about the same number of responses: 56 leads from the 4-panel and 54 from the 6-panel. Overall, the combination of strong creative and refined mailing list strategy generated more than double the original goal, enabling the community to fill nine events rather than the original four. The 6-panel, 4-color piece was more expensive to produce, but did not generate sufficient response to justify the added cost. The 4-panel invitation provided enough detail that additional information was not necessary to create more interest. Finding the fine line between providing enough detail to pique the recipient’s interest without overshadowing the retirement community’s event is key to finding success with this type of piece.

Using the “R” Word

We tested two versions of a traditional, 2-color invitation in an envelope to promote receptions showcasing a new model cottage. One version employed a retirement lifestyle-focused approach and used “retirement” in the community name, while the second version was more straightforward and referred to the expansion as The Villages at Edgewood. Our goal was two-fold: to determine which message approach was more effective, and whether the word “retirement” had an impact on response.

The straightforward version drew a third more responses than did the retirement lifestyle invitation.

As we have found through our previous research studies, seniors prefer that marketing messages “tell it to them straight;” focusing on the model open house resonated better with this audience. Plus, the response provides insight into seniors’ receptivity to the word “retirement,” indicating that younger, more active seniors are “not ready yet”…until they actually experience the community by coming on campus.

Mailing List Strategy

The larger the mailing list, the more leads to expect, right? Wrong. Mailing to every age- and income-qualified senior household within 30 miles of your community doesn’t guarantee you will receive the number of leads you want. For the Fleet Landing mailing on page 2, we refined their existing list to hone in on senior prospects with the characteristics most like those of existing residents, thereby substantially lowering the number of pieces mailed, and thus the cost. The retirement community had previously sent a mailing to 48,500 prospects on the original list and generated 105 leads.

The sneak preview mailing went to 21,500 prospective seniors and generated 110 leads. The second campaign produced slightly more leads than the first, while mailing to less than half the list. In addition, no two list companies are identical, so you can obtain slightly different lists and quantities even with the same criteria. Good companies update their data regularly and guarantee no more than a 10% undeliverable rate. Budget permitting, purchase lists from more than one company and test the lists to see which produces the greater response, then merge the lists to reach more prospects that meet your refined set of criteria.

Weighty vs. Fun and Informative Topics

In Spring 2009 we mailed an invitation for a retirement presentation by a financial columnist/author, in response to prospects’ objections caused by the uncertain economy. The campaign produced 27 leads. In the fall we mailed a series of three invitations promoting four “deliciously fun and informative” events. This campaign generated 96 leads.

Both campaigns featured four-panel invitations in envelopes, and neither used the word “retirement” in the community name or on the envelope. We learned that combining entertaining, social events with retirement lifestyle discussions drew greater interest and attendance than the weightier, albeit relevant, subject of finances in an uncertain economy. While the temptation may be to address objections head on through your direct mail efforts, it is more effective to bring them on campus with fun, social activities that demonstrate your community’s lifestyle.

Email blast– Not your mother’s direct mail

We tested two email blast versions: one enabled the viewer to see the entire message in a single screen space, while the other was longer and similar to a traditional color print ad, so the recipient had to scroll down and spend more time reading the message. Version #1 received a 0.35% higher click through rate: 1.41% of all recipients clicked through to the website, versus 1.06% of all version #2 recipients. This resulted in about 200 more people visiting the website and seeing the retirement community’s message.

While seniors are among the fastest growing users of the Internet and email, the mature market still turns to trusted websites and traditional media when ready to seriously research and purchase senior living. Email can be a cost effective means to reach a large number of qualified senior prospects and share updates with your wait list and lead base, but it often does not result in immediate responses. It is important to craft the creative to work specifically with this medium, rather than “repurposing” a direct mail or print ad.

Case Study: A Tale of Two Campaigns

We analyzed two campaigns we created for Moravian Hall Square that produced very different results. In Spring 2008, we created an oversized postcard for a downsizing seminar series that generated far fewer leads than anticipated. Then in Spring 2009 we produced a multiple piece campaign, including a save- the-date mailer and three individual invitations, to promote a series of “spring fever” events. This campaign generated 64 new leads. What made it so successful, when the previous campaign produced a fraction of these results?

The oversized postcard format did not perform well in Part 1 of our study, while pieces mailed in envelopes improved recipients’ likelihood of reviewing the piece. In addition, the downsizing series postcard was a strong sales pitch but provided no information about the client. By contrast, the spring campaign promoted entertaining, hobby- and retirement-related events that showcased the retirement community without being a hard sell, and the additional panels provided space for brief copy about the lifestyle and amenities. This campaign provided enough enticing information to bring prospects on campus for entertaining, non-threatening events, at which point the sales team was able to introduce the community and schedule tours.

Conclusions and Recommendations

• Larger or more complex direct mail does not always generate enough response to justify the added cost.
• Today’s seniors are comfortable calling to RSVP for an event; reply cards are often an unnecessary expense.
• Refine your mailing list to best fit your resident profile, and budget permitting, purchase two lists and merge them.
• Tell it to them straight. Don’t try to be too cute with your approach or offer details that cloud the core purpose of the mailing.
• Today’s younger, active seniors may not associate themselves with “retirement” yet, so use the term selectively.
• Email marketing is generally not an effective lead generator among older seniors, but is an efficient way to communicate with your wait list and lead base.
• Plan and promote marketing events that are both fun and informative for prospects to experience your community’s lifestyle.

The direct mail research project was led by Love & Company’s Jessica Kraft, senior marketing account manager, and Tyler Sprecher, vice president/creative director. Please contact them with questions about this project. For copies of previous research studies, please contact us or visit our Web site.

October 6, 2011 – Update – One of the nation’s greatest boomers and inventors, Steve Jobs, has left us. I hope his vision for living doesn’t. 

(Originally posted Feb. 25, 2009) Mature Market Experts: more mature market news and stats more often: Yesterday Baby Boomer and cancer survivor Steve Jobs turned 54. As one of the people most responsible for shaping a generation, Steve offered some incredible insight on two important topics . . . how to get back up after getting fired (a pretty timely subject in this economy) and the power of death. This commencement speech which he gave at Stanford University is worth the 15 minutes of your time.

PS Steve, if you read this, please fix this IPOD problem for your Baby Boomer fans.

PPS I like Mr. Job’s mention in the video of the “Google” predecessor.

We continue to discuss the Principles of Influence and how they relate to selling to seniors. Thus far, we have covered four of the six – Consistency, Likability, Authority and Social Proof. Today, we’ll be covering the principle of Scarcity.

When supplies of something are short, we humans are more likely to want it! … “It’s the last one in the shop!” For those of you without kids, the image above is a Nintendo Wii, which is a beautiful example of planned scarcity. Amazing, isn’t it, how this huge corporation somehow is always caught off-guard by the overwhelming demand for their product. Hmmm?

Do people know when your retirement community is about to become complete or sold out? Even better, how about the first phase? Even better, how about the first floor of the first building with the limited number of views towards the lake? Regardless of what you are selling, you need to tell your audience how scarce your supply is– creating scarcity is a key to success. And being able to offer an exact number increases the power of scarcity.

Don’t think this is powerful for selling to boomers and seniors? Let me give you an example:

I happen to know of a retirement community where seniors who called in to schedule visits were given very tight appointment times (this community only scheduled appointments on Tuesday, Wednesday, and Thursday … and would only move on to the next day if the first one was filled).

When the people showed up for their appointments, they were often “in line” waiting for the retirement counselor to see them. The busier the sales office was, and the longer people had to wait (to a point), the more successful the sales person became. Why? Because social proof and scarcity are two very powerful principals. Grouping the appointments in a tight schedule was a strategic decision. You need to be very conscious in your efforts of “displaying” social proof and scarcity. If you are not, you’re cheating your business.

Sources:

Love & Company

Dr. Robert Cialdini

We continue to discuss the Principles of Influence and how they relate to selling to seniors. Thus far, we have covered three of the six – Consistency, Likability, and Authority. Today, we’ll be covering the principle of Social Proof.

When a number of people agree on something, we are likely to be persuaded too. Apple knew what it was doing when it gave the first IPODs the glaring white wires and base. Soon you were seeing these glaring white music makers everywhere. When I drive by your gym, fitness center, or retirement community, do I get a sense of social proof? Have others gone before me?

How strong is this principle? Dr. Cialdini tells of a group of researchers who went door-to-door in Columbia, South Carolina, soliciting donations for a charity campaign and displaying a list of neighborhood residents who had already donated to the cause. The researchers found that the longer the donor list was, the more likely those solicited would be to donate as well. To the people being solicited, the friends’ and neighbors’ names on the list were a form of social evidence about how they should respond. But the evidence would not have been nearly as compelling had the names been those of random strangers.

The fact is that persuasion can be extremely effective when it comes from peers which is why Love & Company loves to utilize resident testimonials when selling to the mature market. The science supports what most senior sales professionals already know: Testimonials from satisfied customers work best when the satisfied customer and the prospective customer share similar circumstances.

Do you have pin maps showing where your retirement community’s residents came from? Do you have Polaroid pictures of your residents and new deposits pinned up on a sales wall (the sales person should be in every photo)? Both of these become visual clues of social proof to new and old signups!

Do you have testimonials and letters posted around your office and in your marketing materials? Do you provide opportunities for your members to bring in friends for special occasions? Maybe a special appearance by a chef on how to prepare heart-healthy meals?

Social proof makes perfect sense in a busy, overwhelming world. It’s proof that others have done the thinking for us and it turned out alright.

Photo Credit: http://blogs.cornell.edu/newmedia11cew88/

Studies show that people are more likely to comply when a request comes from an expert. As you would imagine, doctors rate very high on the scale of influence. How powerful is the principle of Authority? In the early 60’s, Dr. Milgram, a Yale University psychologist, tested the ability of authority figures to instruct otherwise normal, non-violent people to do unthinkable things. In fact, contrary to expectations, a majority of civilian volunteers would obey orders to apply electric shocks to another person until they were unconscious or dead. In Milgram’s experiments, obedience tended to increase with the prestige of the authority figure. Oh, and I should note, that those being shocked were in reality actors and the shocks simulated.

Did you know that at one point Camel cigarettes utilized this principle to hawk their product? They had ads with doctors recommending their brand.

So, remember people, you must only use these principles for the power of good! Of course, willingness to comply can be used for positive change. For example, the surgeon general telling you to quit smoking is a good thing! Your doctor telling you to exercise is a good thing!

At Love & Company, we’re always looking to apply this principle to our clients’ businesses. So, who is your exclusive expert? Your Sales person? A Doctor? An Engineer? Architect? Accountant? Another resident or member? How can you apply this principle? Uniforms, badges, clipboards – become the expert. Also, add to your credentials by using press releases, videos, association memberships, public speaking, framed licenses, honors . . . Etc., etc . . . You get the point. I’m always very impressed when I go into my doctor’s office, she has something like 600 framed advanced education degrees, so she must be smart. Right?

Good listeners parrot back what the customer has said. For example, a sales person selling apartments in an active 55+ retirement community or continuing care retirement community (CCRC) might say, “So when you say you are looking for a two-bedroom apartment home, if I heard you correctly, you’re looking to use the second bedroom as a den. Is that correct?” And research has shown that the closer and more exactly you parrot back what the prospect has said, the higher the level of liking. Why does this work? Because it requires true listening. Plus, as a forced discipline it will actually improve your listening skills! After all, who’s the most interesting and important person in the world to most people? That’s right, themselves!

Next up, the principle of “Authority.”

Author’s Note: I wanted to thank you all for the kind notes and phone calls wishing me well on my recent decision to join up with Love and Company. The Mature Market Experts site will continue offering you news and ideas you can use on boomers, seniors, and the mature market.

Source: Influence at Work

Last week, I talked about the power of listening. Selling to boomers or seniors? Here’s what a good friend of mine, Dick Ambrosius advises, “The three steps to moving the prospect quickly through the sales cycle: 1) Listen 2) Listen and 3) Listen. If you are listening to understand rather than to overcome objections, the prospect will guide you to the secret to closing.”

I couldn‘t agree more.

I also believe that in addition to having refined listening skills, understanding human behavior is a key tool for any mature market sales person. As promised, today we are going to talk about the six principle of influence (Consistency, Likability, Authority, Social Proof, Scarcity, and Reciprocity) as taught by Dr. Robert Cialdini, a research professor out of Arizona State University. Specifically, we are going to talk about the first principle, Consistency.

Consistency. Once people publicly agree or say something out loud, they are much more likely to hold to that agreement. Example? I happened to be attending a New Year’s Eve party several years ago when one of my slightly inebriated sisters decided to run a marathon as her New Years’ resolution (she was turning 50 that year). She then made all of her siblings in attendance, including me, swear to join her. And she did this in front of the rest of the party attendees. She then followed up with frequent reminders of how we had all committed to run. Now, keep in mind, that at the time we were all out of shape, didn’t believe in exercise, and thought a good jog was from the couch to the refrigerator, so 26.7 miles was crazy talk!

And guess what it worked, four of us finished the marathon with her. Since then, I used this same technique on myself and have publicly committed to all sorts of crazy things. It usually works. I’ve run in 10 marathons in 10 different states!

According to Dr. Cialdini, if you want to ensure that a customer’s decision is long lasting, and unshakable, make sure this decision is:

1. VOLUNTARY
2. PUBLIC
3. ACTIVE

In other words, make sure that the customer is not strong armed. Nothing will kill the possibility of a long-term relationship faster than a starving salesperson on commission. But assuming all goes well, make sure that the customer does not keep this decision a secret. Even if your customer just writes their commitment down or signs his name, the decision will be stronger than before. And, if we arrange for our customer to tell others, even other staff members, the decision becomes even more permanent.

So what’s this mean to you?

Well, let’s use the contract process as an example.

Do you want to cut down your number of cancellations dramatically? Just have your customer, rather than your salesperson, fill out the sales agreement. Why? The mere act of filling out the contract creates a condition of consistency that most people don’t want to break.

Then, tell the person you’re dealing with that you can tell by looking at them, and the way they act, that you know they will follow through with their contract because you can tell that they are an honorable person. You might think that’s flattery, but our clients’ sales teams mean it when they say it, and it makes the prospective resident feel honorable. Everyone wants to feel important, and they want to measure up to other people’s expectations. In short, they want our vision of them to be consistent. Think that level of commitment is important in this real estate market?

Also, when a new member or resident signs up, I like to turn it into a celebration … I introduce all the staff to the newest member … I take a Polaroid of us together and hang it on the “family” wall. They’ve now committed in front of other people. These photos become visual evidence or reminders that we have made a commitment to each other. One that I consider sacred and will go out of my way to honor — ABOVE AND BEYOND! And the best part is that people want to measure up to what they have said they would do. The hard part, but also the part that is most fun, is that it is then in your court. You now have to over-deliver because you want to be consistent with what YOU said!

Next week … Likability.

Look more closely at the 65+ age range. Not a trivial group — 39 million last year, a mere 13% of the US population today, but surging forward with bulging baby boomer segment additions. Of the current 39 million, 5.8 million are 85+, representing the fastest-growing age cohort in the US. What do the 85+ have in common with the 65-75-year-olds? Aside from being lumped by NPD and media into one bucket, that is. Survival, for one thing — if you live to be 65 in the United States, the odds are good that you’ll make it to at least 83.5 — for those who reach age 85, women will live another 6.8 years, men between 5 and 7 more years. Oops. The spread between 65 and 90+ is looming a bit large — a 90-year-old may very well have children who are 65 to 70.  Surely, these two ends of an age spectrum need different products, but more to the point, so many in the range of 65-and-beyond will need to care for and help those with long life expectancies, not to simply survive, but to live as well as possible (seeHuffington Post and Silver Planet for some inspiration about living those extra years).

Reading about the crisis in Japan, let’s not abandon the real elderly. Left behind in retirement facilities, nursing homes, perhaps making up a disproportionate percentage of those who are counted among lives lost, one has to wonder. Consider those in the US — in senior housing, retirement communities, and condominium complexes throughout places like Arizona and Florida, where the adult children may be unlikely to reside; where hurricanes, tornados, flooding, sudden cold, or failing air conditioning are crisis conditions for the elderly. Does everyone who knows someone living alone and away from their family also know what the escape or support plan is to help them in the event of a disaster? What are the top ways to monitor and stay connected to them?

Hearing, monitoring, seeing, connecting. These are key tasks that matter as life span lengthens and maybe even marketers get wise to sub-segmentation of the oldest age ranges — the upper end of the 65+. So usable telephones (land and cell) top the list, usable for those with arthritis and Parkinson’s, able to persist on battery, with multiple and easily charged mobile batteries. Captioned telephones for the hearing-impaired — many of whom do not wear hearing aids until long past the point of enjoying phone conversations. Then add magnification and Internet-enabled cameras — I was pleased to see that the latest Humana/Care Innovations pilot of Intel’s Health Guide includes a camera — hopefully the pilot in Tampa will include a sizable number of the real elderly. But then add computers and Internet service for the real elderly so that they can see and be seen on webcams — what’s it mean when a Google search of ‘Help seniors access Internet’ returns three Australian web addresses in the first seven results? Or check out SeniorNet (targeting the 50+? Huh?) when there is no listed Florida Learning Center and only 2 in Arizona? When (Pew Research) reports that only 30% of those age 75 and older go online and only 20% have home broadband (eliminating the usefulness of Skype and clear images of family members). When AARP lumps the real elderly into the 50+ Digital Divide and, unfortunately, appears these days to set survey (and enrollment) sights set on the 45+?

If you think the Internet doesn’t matter for the real elderly, think again. I am also reminded of one of the big disasters in the US — 9/11 — and how cell phones and land-lines services that day became useless as networks clogged under the weight of worry. But as I recall, AOL Instant Messenger was up and accessible by dispersed family members throughout a very long day. And I think about Facebook messages from Americans in Japan alerting their families when they became unreachable by phone. And I wonder how many of the real elderly were reachable through an Internet connection during either crisis?

I was pleased to see such an emphatic recognition of the value of good design and aesthetics, both spiritually and in terms of marketability. Too often “good design” and “aesthetics” imply “expensive” and the province of “high end” markets.

As the founder of a firm that specializes in designing and managing the construction of retirement communities, I have always been troubled by the notion that good design is a luxury. Nothing could be further from the truth. Beauty and aesthetics are a natural byproduct of good design. Given the same functional requirements and identical resources, the best designer will produce the best product.

Popular television programs such as Project Runway demonstrate this phenomenon in front of our eyes in real time. Beautiful, engaging apparel is created from seat belts, recycled paper, themed from artwork, or made from repurposed denim clothing. Amazing results are born from seemingly impossible challenges. Good design does not require the finest Corinthian leather or 24 carat gold to be legitimate or sublimely functional. Luxury can be derived from anything that functions well, is appealing to the eye, and evokes positive emotions.

Designing environments that transition to the changing needs of people as they age in place requires high levels of creativity, skill and experience. The physical elements that support independence at every level of need can, if properly conceived, blend in seamlessly, beautifully, and at reasonable cost.

The Power of Observation

Observation and the ability to become the user in your mind are the prerequisites for this challenge. As designers, we can learn something new every day, just by watching the end user.

Recently, my 87-year-old father’s health took a turn for the worse. He went from totally independent and mobile to unstable and frail. He currently depends heavily on a walker, even to get around his own apartment at Charlestown Retirement Community (a Continuing Care Retirement Community, CCRC, that my team helped develop). While his apartment was the best, in fact, cutting-edge when we designed it, seeing my Dad in action continues to open my eyes.

The team at KGRW and Associates helped convert a former seminary into one of the nation's largest CCRCs.

The article's author, Kevin Glover (red vest) with his Dad and some of his family.

Our team, KGRW & Associates, continues to refine our design and construction management techniques through the simple acts of watching and listening. Engaging our customers throughout their experience of aging in place remains the most humbling and important part of the process.

Building, marketing, selling, and operating a successful senior housing project (active 55+ retirement community, continuing care retirement community, senior rental, assisted living, or skilled nursing care facility) today is a lot more complicated than it was just a decade ago.  Today getting zoned, financed, built and occupied within budget is much more difficult.  Not having the proper skill sets and experience on any of these steps can derail your mature market project. These 13 steps, if managed and handled properly, will lead to your project’s success.

1. Due Diligence

2. Demographics/Best Use

It’s also important to analyze potential partnerships with local service providers that can complement your property/product … providing additional insight into the best use for your property while offering additional cost savings.

3. Product Development

Henry Ford Village, Dearborn, Michigan

4. Master plan and Pro forma

An attractive master plan that maximizes your unit count, parking, and open space is the first step in developing a successful pro forma.  Having a realistic master plan that represents reality rather than a designer’s fantasy prevents zoning officials from becoming fixated on the front end of the process with amenities that could ultimately crush your pro forma.  If not avoided, these subsequent changes can be viewed as bad faith on the part of the developer (you) and ultimately derail your project.  In short, once you present town or city officials with any amenities it becomes almost impossible to take them away.  More importantly, developing a pro forma grounded in experience and realistic estimates is the backbone to a logical decision making process of whether to proceed or not.  A working pro forma that accurately includes development, construction, marketing, and operations — along with projected absorption and revenue is key to creating a successful package for attracting financial partners.

5. Pre-Marketing Test

6. Obtaining Entitlements and Approvals

In addition, having prior experience with multiple jurisdictions is often very helpful in getting officials through the unique requirements of senior facilities.  Not having this unique collection of skills and experience can be very costly.

7. Secure Financing/Letter of Commitment

There are still several banks and lending firms providing new construction financing, but the majority of new senior housing construction activity is coming through Housing and Urban Developments’ 221 and 232 programs.  Understanding HUD’s process for loans and time schedules is a very specialized skill set.

It takes more than good connections and a solid pro forma to secure your letter of commitment … understanding how to present your project is vital to achieving success.  A good financial request should include a portfolio of experienced industry players and their track records, a thorough explanation of both macro and micro conditions, projected project returns and an exit strategy.

8. Select and Manage the Design/Pre-Construction Team

9. Create Pre-Construction Advertising and Marketing Program

10. Close Financing

11. Oversee the Construction/Architect’s Administration Process

12. Furniture and Fixture Selection and Installation

Charlestown Retirement Community, Catonsville, MD

13. On-going marketing

Finally, getting in to senior housing or expanding an existing community requires a passion for the people and the industry. Make sure that … you’re working with people that share that passion, what we do is more than bricks and mortar!

Editor’s Note: Tom Mann of Love and Company co-wrote this article with Kevin Glover of KGRW & Associates. The senior management team of these two companies have worked as a team on some of the nation’s most successful senior housing projects over the last decade.

Is a game the way to consumers' hearts?

Mature Market Experts: more boomer, senior, and mature market news and stats you can use – Beyond Banner Ads. The yet fully unrealized potential of internet advertising hangs just out of reach as a tantalizing fruit for advertisers, as television advertising once did at its inception. The challenge is for advertisers to crack the code – how to get online users to pay attention to their marketing message. Especially, how to get the lucrative, savvy, mature baby boomer market to heed commercials as they browse the web, with real increases of sales in consumer goods and services. Some think the key to unlocking this elusive riddle will be to integrate enhanced interactive systems such as Microsoft’s new Kinect with the internet experience. To see a demo review of Kinect in game form click here. To read more on its advertising potential click here.

Don’t laugh, boomers and seniors have been big fans of augmented reality games from the beginning. An now, brain fitness programs like Super Noggin are incorporating games like these into their programming. It won’t be long before we see advertising as part of the environment.

Minor rant: I recently pulled out the instructions for my Jawbone headset … ugggg! Are you kidding me! The smallest, most impossible font I have EVER seen made the directions impossible to read! AliphCom, who do you think is buying these expensive bluetooth headsets? Let me give you a hint, they’re older and they have money. Please, please, please have your designer call us before you create your next packaging.

Great Grabz Wave grab bars offer beauty and safety

From coffee shops to clothing, the mature market is willing to use their disposable income.

How do you attract seniors to your town, city, or state? And what’s their value to the local economy? Late last year, I was asked to speak at the National Active Retirement Association (NARA) Conference on this topic. State representatives from across the country where in attendance, as was NARA’s founder Dan Owens, who has been harping on this overlooked fact for some time now. The beauty of attracting retirees to your town, is that essentially, the drivers are similar to what drives tourism. And, once you start that trickle of retiree money, it builds momentum like a fly-wheel, i.e., one restaurant attracts another … then an art gallery … then a museum …

Plus, attracting retirees costs less than it does to try to attract major manufacturers. And the return to the local tax base is a whole lot more! Think about how major companies hold small economies hostage (unless you do this, this, and that, we’re leaving). In addition, companies can and do go out of business. Seniors with their social security checks stabilize economies and diversify risk.

Shortly after this presentation, our team was invited to talk to several of the representatives of Opelika, Alabama (Opelika and Auburn are adjacent to each other and have grown to form one fantastic destination). Amazingly, the bulk of their marketing has been done with the young professional in mind. When I showed them the stats favoring boomers and beyond and their spending patterns, they were floored. Next, we reviewed some of their marketing materials, the type faces and fonts where so small and so dense, I couldn’t read it (at least not without getting a headache). Truthfully, they just hadn’t thought about how their marketing materials appealed to retirees. Fortunately, they quickly understood what I was saying. These folks get it! And, they are blessed with fantastic southern weather; a world-class university; charming, walkable towns; some of the kindest people on the planet; and an incredible value proposition from a real estate perspective — not a bad starting point!

Towns and cities all across America are aspiring to be on U.S. News & World Reports’ Best Places to Retire list. The reason -  many urban planners believe that the mature market will bring economic stimulus with them in various forms, such as job creation, a boom in real estate, retirement communities and senior housing sales, an import of savings and reliable incomes. Other advantages of attracting boomers/seniors/retirees include economic and social stability, an increase in the tax base and volunteerism. Compared to wooing industry, retirees are a bargain. But as the massive generation of baby boomers grow older, communities must also be prepared for a growing strain on local health care systems and infrastructure. To read more on the pros and cons of enticing the 65+ demographic to a local economy Master_Retiree_Attraction_FINAL_Report.

Also, here’s a great article about how one Florida town discovered that retirees, not NASA are the economic drivers for their economy.

Many people look forward to the New Year for a new start on old habits.

~Author Unknown

(eds note:  This article is NOT intended for the highly motivated population of people who find exercise, “doing health”……….enjoyable.   You all just go about your day doing the things that give some happiness, and life satisfaction.  I need to talk to your friends, family, coworkers, who haven’t found the secrets to a healthy lifestyle like you have.)

Okay.  Now we can start.   It’s that time of year again.  In a few weeks, maybe a month we’ll be thinking about doing this New Year’s resolutions thing.   I won’t ask for everybody’s age, but how many years have we been doing this now?

This year let’s take a little bit different approach.   Enclosed is a list of suggested strategies to look at for possible long term changes in your health plans for 11’.    These strategies are based on the research of health psychologists who study what prompts people to make successful changes.

1.  If you make a resolution to start exercising again, lose weight; quit smoking, whatever it is, state the goal to a strong SUPPORT NETWORK.   Family, friends, co-workers that will support and encourage you, as you make this change.    You may have pitfalls as you find your health or fitness style.  You’ll need a good support system around you to encourage and motivate you.

2.  You don’t have to start on Jan 1, unless you’re training for an athletic event.   Or in a fun type weight loss contest.   Don’t put a strict time table on when you’re going to start.  Start planning and preparing but don’t take action until you’re really ready to go.

3. Keep the new or updated health and fitness plan simple. Take babies steps.  One day at a time.   People that are “intrinsically” motivated; meaning their motivation to do a health and fitness plan that THEY have personally figured out will stay with it longer. A lot of times this means starting small, simple, and then building from there.

4. “Social Liberation”. The knowing that you have a choice when to start sooner or later with a new health plan without external pressure is important.   “Motivation” researchers tell us that people who successfully change a health behavior are more apt to change sooner when not pressured by external messages.       Start fresh with exercise or eating better when you’re ready.   There are great experts, with lot of good information, fitness plans for you, when the time is right.

5.  There is NO FAILURE. It’s okay to try a different fitness plan, or daily eating style.   As I’ve stated for years highly motivated people enjoy their diet composition, or exercise routine.   But it may have taken them years to create it.    There is no one way to be healthy.  There is no one perfect exercise plan.     The perfect plan is the one you enjoy doing today.

Consider your 11’ New Year’s resolution to take a different approach to getting healthier.  Consider changing the same script you’ve done every year with limited success.  Give yourself permission to have fun, enjoy the experience, and the stated goals will take care of themselves.

A fitness staff person can help you with this type of approach; sign up for a consult when YOU’RE READY to start.

Happy New Year

Mike

Mike Waters is Director of Health Promotion at Timberhill Athletic Club in Corvallis, Oregon.   He helps members of all ages (specializes on boomers and seniors) with motivation strategies to get engaged with a healthy lifestyle.  He can be reached at 541- 207 – 4368   or timberhill.mike@comcast.net

Photo dailynews.com

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Mature Market Experts: more boomer, senior, and mature market news and stats you can use – Does the Medium Effect the Message? Like all advertisers, you need to reach your audience in the most cost effective way possible. But are numbers the only consideration when determining where to place an ad? In other words, are all ad spaces created equally? Is reaching 1 million internet viewers the same as a television audience of 1 million? A recent AdweekMedia/Harris Poll, indicates that different consumer groups self report connecting more or less effectively with various media forms. While it may go against intuition, the baby boomers (55+ group) found search-engine ads more helpful than younger groups (20% compared to 16% of 18-34 year olds, 18% of the 35-44 and 19% of the 45-54 age groups). Conversely, the youngest group was most likely to respond to television advertising (34% of the 18-34 age group), with effectiveness of television ads declining with each age group. Of course, there are ways to increase a medium’s marketing prowess. For example, while 15% of respondents said they found newspaper advertising helpful when purchasing consumer goods, having a dedicated tabloid with no competitive advertising in it, will increase your ad’s power tremendously.

For more information on the study click here.

To read more on creating a customized 8 page newspaper  click here.

Attention Wellness Directors: You owe it to your residents to introduce them to Super Noggin and Conductorcise in 2011!

Mature Market Experts: more boomer, senior, and mature market news and stats you can use – Defining the Senior Market. Baby boomers, seniors, 55+, 65+, the mature market … all of these terms are rather nebulous when it comes to marketing. What exactly is the senior market? Undoubtedly there are differences between a 65 year old and a 112 year old. The NAHB Research Center (a subsidiary of the National Association of Home Builders) breaks the senior category into 4 groups: the Baby Boomer Generation, born 1946 to 1964; the Post War Generation, born 1928 to 1945; the World War II Generation, born 1922 to 1927 and the Depression Generation, born 1912 to 1921. Among the more senior seniors internet advertising may be ineffective, while for baby boomers it may be highly productive. Read here for a different perspective on defining your target audience. Also consider cultivating new lead sources in the senior provider community. The Older Americans Act mandates that every community has an Area Agency on Aging (AAA). This is a great network to be a part of. To be included, your business must earn the trust of the AAA.

Editor’s Note: Wow! Hard to believe another year has blown by! Happy holidays to all. The team at Love and Company wishes you an awesome 2011!

Mature Market Experts: more boomer, senior, and mature market news and stats you can use – Shared Housing – The Next Senior Trend? Many baby boomers find themselves rattling around in a big, empty house, alone and overwhelmed by the upkeep and financial drain. But they may wish to age in place rather than move on to assisted living. Other folks’ finances simply will not allow them to buy a home. So why not match these two groups up, and perhaps they can help each other out? That is exactly what the Shared Housing movement is advocating. The National Shared Housing Resource Center lists organizations attempting to get participants connected, either in a match-up program (which helps find a compatible boarder who either rents or offers services to the homeowner) or a shared living residence (where a group of unrelated people share a large  home). Taking this desire for symbiotic living a step further is the Co-Housing movement, where a community is planned and built around the concept of common living spaces, cooperative decision making, and shared work. If a senior needs some physical assistance, a willing house member or neighbor may reduce or eliminate the need for a health care aid. Both Shared Housing and Co-Housing are naturals for mature populations who may have lost a partner and are lonely, or would enjoy sharing a ride in return for babysitting. Maybe it takes a village to raise a child, but it is good for the 65+ age group too.

For more information on Co-Housing click here.

To read further on Co-Housing read this.

To read further on Shared Housing read this.

Mature Market Experts: more boomer, senior, and mature market news and stats you can use – Images: A Picture is Worth A Thousand Words. Have you ever gone to a website only to be tempted to abandon it because the downloading of images seemed to take forever? And when it finally appeared on your computer screen, realized that the image was not worth waiting for? Not a scenario you should be putting current or potential clients through. As the proverb goes, a picture is worth a thousand words. But, in advertising it has to be the right picture. If the image is free, great; but has it been overused? The viewer will recognize it and not give much credence to your website or printed material. Images need to speak about the product – and assuming market leader and uniqueness are desirable attributes – they should not seem generic. If you are advertising to baby boomers, you need to consider if a photo of vibrant, natural looking, mature grandparents is more appealing and realistic than one of a campy forty year old couple? And remember, even the best image will be a turn off if it slows down the loading of a web page, so be sure images are optimized for the web. In any media, image excellence is essential to convey the message of quality.

For more tips on selecting and using the right photo click here.

Resources:

TR Mann Consulting - Senior Housing and Mature Market Sales (Active 55 retirement communities, continuing care retirement communities, assisted living, skilled care)

Free Marketing Audit (excluding travel) – call today to ask about our free marketing and sales audit for your community, 410-292-4333.

Note: San Diego is a great place to be in December. Our team, TR Mann Consulting, will be attending the upcoming International Council on Active Aging Conference (ICAA)  in San Diego, December 1st through the 4th. We’ll be exhibiting (Booth #1748) and we will also have an office suite for meetings. Feel free to email (Tom@TRMann.com) or call us if you want to catch up, 410-292-4333. I’m happy to say that at least two of our clients, Super Noggin and Conductorcise will also be attending. Hope to see you there!

The economic news this year has generally focused on the standstill in production and consumer spending. Despite this environment, the active-aging industry is slowly but steadily growing, according to new research from International Council on Active Aging®  (ICAA), the  association that provides services and business intelligence for professionals working with people 50 years and older.

“As we travel around the country visiting retirement community and fitness center clients, we are definitely seeing an up-tick in programs focused on wellness,” says Tom Mann of TR Mann Consulting. “Boomers and seniors are taking a much more proactive approach to wellness than they did just five years ago. Having a robust wellness program is now a key to marketing your retirement community or fitness center,” adds Mann.

Active aging means living live as fully as possible, with opportunities for health, productivity and safety. The active-aging industry was created when ICAA brought together diverse business sectors—from real estate to seniors services and fitness—by recognizing their mutual purpose of providing services to older adults. The industry’s emphasis on quality of life among older adults has resulted in an abundance of Wii tournaments and strength training classes, expeditions to China, volunteer tutors in inner city schools, age-friendly modifications to treadmills and universal design features in new housing.

The ICAA 2010 Active-Aging Industry Development Survey collected information from 640 respondents to an online survey who work primarily in retirement communities, seniors centers, wellness centers, health clubs and additional locations that provide services for older adults. These providers of services to older adults reported a surge of optimism and service growth.

Over three-quarters (77%) of respondents plan to add more activities, classes or programs over the next two years. This is a 51% increase from the responses to the identical questions that appeared on an earlier ICAA survey, conducted one year ago, when half (51%) of respondents stated they were adding in the next 12 months (ICAA Economy Survey, July 2009, 489 respondents).

The growth in program offerings is complemented by jobs creation: 27% plan to hire more wellness staff over the next two years.

Capital projects are being planned by 41% of respondents, including building new wellness centers and expanding or renovating current wellness and fitness facilities. Retirement communities are refurbishing or building new residences.

“While the larger economy may be suffering from a cold, the active-aging industry is in good health,” explained Colin Milner, CEO of International Council on Active Aging. “From the business perspective, the market of older adults is large and growing, and overall older adults have a net worth that enables them to make choices to maintain their health and keep their days interesting.  The results of this survey show that businesses are positioning themselves to meet those needs, by building and upgrading facilities and expanding their programs.”

The ICAA 2010 Active-Aging Industry Development Survey is available for $149. The survey is  free of charge to ICAA Organizational members, and at a discounted rate to ICAA Individual members. Members of the media may contact Colin Milner at colinmilner@icaa.cc for copies of the survey.

About the survey

The ICAA 2010 Active-Aging Industry Development Survey was an online survey available from July 17 through August 14, 2010.  Respondents included continuing care retirement communities (24%), active adult and independent living retirement communities (24%), independent living with assisted living and assisted living communities (13%), seniors centers (13%), health club or medically-based wellness/fitness centers (10%) and other locations. Among the 640 respondents; 65% have a formal wellness program for older adults and 29% offered wellness activities, but not a formal program.

About the International Council on Active Aging (ICAA)

ICAA, a professional association that leads, connects and defines the active-aging industry, supports professionals who develop wellness facilities, programs and services for adults over 50. The association is focused on active aging—an approach to aging that helps older adults live life as fully as possible within all dimensions of wellness—and provides its members with education, information, resources and tools.

As an active-aging educator and advocate, ICAA has advised numerous organizations and governmental bodies, including the US Administration on Aging, the National Institute on Aging (one of the US National Institutes of Health), the US Department of Health and Human Services, Canada ’s Special Senate Committee on Aging, and the British Columbia ministries of Health, and Healthy Living and Sport.

Editors Note:

The ICAA’s Founder, Colin Milner, will be speaking at the National Active Retirement Association Conference – Wednesday, October 20 – Friday, October 22 – Columbia Metropolitan Convention Center * Columbia, South Carolina. Also, worth noting is the International Council on Active Aging Conference – Thursday, December 2 – Saturday, December 4 – San Diego Convention Center * San Diego, California. I (Tom Mann of TR Mann Consulting) will also be attending both of these events.

Also, speaking of active aging, here’s two of the ICAA’s preferred providers worth checking out: Super Noggin (brain fitness) and Conductorcise (music and exercise).

Here’s a video introduction to Super Noggin:

Note: If you’re new to this blog and would like to start Sales Success Selling To Seniors from Step 1, click here.

Now, my mature market friends, we are on the last two steps of  our call, ”the recap” and “reciprocity.”

Step 9: The Recap

This is where you repeat what they have committed to.

“So, John, let me recap. You’ll be here on Thursday at 10:30. Is that correct? (Pause, wait for “yes”)

“Yes.”

Bingo. Once a prospect publicly agrees or says something out loud, they are much more likely to hold to that agreement. This is called the principal of consistency. That is why, your close to the call is so important. You want them to acknowledge their commitment.

“John, it was great speaking with you today. I’m really looking forward to meeting you!”

Be polite and energetic when completing the close above BUT do not “thank” them for their time. They did not do you a favor. We want the principal of reciprocity to remain in our favor.

Step 10: Reciprocity

After you hang up, you will send a customized note or gift to the prospect. By doing this, you are showing the customer that you were truly listening to them … so much so, that you know an appropriate note or gift to send them. This will again reinforce the principal of reciprocity, building the relationship between you and your customer even stronger (reciprocity is merely when someone does us a favor first, we feel obligated to return that favor with another favor … and it does not matter how small that favor was, we feel indebted until we have returned a favor). What’s empowering about reciprocity, is that we are rewarded for sharing … for caring.

In closing, remember the essence of these steps is to PRACTICE listening and caring. If you do so, we will see your sales climb!

PS      I hope to see you at the LifeSpan Conference this week in Ocean City, Maryland. My team and I will be at booth number 63.

Additional Resources:

www.Mature-Market-Experts.com

Love and Company

Free Marketing Audit (excluding travel) – call today to ask about our free marketing and sales audit for your community, 410-292-4333.

Seniors are ready to be persuaded by people they like … aside from the staples of life, people don’t buy products, they buy relationships! Levels of liking go up as people become more certain that we are listening. That’s why people find the beginning of new relationships SO intoxicating. Because the other person is still so engrossed with you. Listening is particularly important when dealing with seniors because much of society has STOPPED listening to them. Why? Because our work-obsessed society devalues people once they retire. What’s the first question someone asks you at a party? Who do you work for? What do you do? Truly listen. Give them an opportunity to show you who they are and they will forever be grateful.

Good senior housing sales professionals parrot back what the customer has said. “So when you say you are interested in moving to a two-bedroom, are you interested in a patio level or a balcony?” And research has show that the closer and more exactly you parrot back what they have said, the higher the level of liking. Why does this work? Because it requires true listening. Plus, as a forced discipline it will actually improve your listening skills! After all, who’s the most interesting and important person in the world to most people? That’s right, themselves!

After listening to the prospects answers to open ended questions repeat what you heard the customer say … this is called parroting. Research tells us that the more closely we repeat back what a customer is saying when we respond to them; the more they will like us. Why? Because when we do this, we demonstrate that we are listening. Half the time people don’t even know what they need, so when you are taking notes and the parroting back what they just said, a lot of times they are thinking… “wow, I really do have a lot of issues. Yes, that is important.”

The most basic of skills, listening is very important and very difficult to master. But you my friend can do it.

To show you how powerful parroting is, researchers recently proved that waiters can increase their tip size nearly 70% simply by exactly matching their customers’ verbalizations after receiving the order! So, after parroting what our prospective customer has said, we then go to the Box & Close.

Step 8: The Box & Close

… “so which works better for you? Tuesday or Thursday?” We call this technique a Box & Close because we are giving the prospect a box of choices to choose from (preferably only two). By giving them choices to choose from, we are not allowing them to delay the decision by procrastinating.

So here’s what a parroting followed by a Box & Close might look like:

“So based on what you told me, the most important thing to you about a community you might choose it that it has….Yet in saying that, finances is a concern as well. Is that correct? (yes) So what I would like to do is set finances aside, because the bottom line is you are not even sure that this community is the right fit for you. What I would like to do is invite you to try out some of the amenities of our community. I know that you go to the YMCA, so instead of going to the Y this week, what I would love is for you to come this and utilize our all-season swimming pool this week, plus, attend our Super Noggin and Conductorcise classes. I know you are participating in those activities now … and this way you will get to experiment firsthand of what it would be like living in our community … before you even commit to anything. Many of our residents that went to the Y found that our classes were actually better and they were able to terminate their memberships and actually save money. This would be an excellent chance to see the quality of our fitness programs, meet some residents, talk to them about the consistency of our programs and see what they’ve gotten out of them. And again, whether you choose us or not, you’ll feel better knowing you’ve done your research and experienced our community’s lifestyle for yourself. So what will work better? We have Conductorcise class going on tomorrow at 7:30, that’s for our early risers, and then at 10 we have Super Noggin, which of those will work better for you?”

For in-person sales, taking a picture of the prospect with you once they’ve given you a deposit is an excellent commemorative reminder of their commitment. Be sure to hang their photo in a public place in the “family circle.”

Practice these techniques until they feel second nature and you will find yourself that much closer to the sale. Happy selling!

Next week, step 9 to Sales Success Selling to Seniors – The Recap.

Additional resources:

Love and Company

Boomer Selling by Steve Howard

Secrets of Question Based Selling by Thomas Freese

7 Steps to Successful Selling by Traci Bild

The Power of Nice by Mark Jankowski

Spin Selling by Neil Rackham

Principals of Influence by Dr. Robert Cialdini

Getting to Yes: Negotiating Agreement Without Giving In by Roger Fisher and William L. Ury

Free Marketing Audit (excluding travel) – call today to ask about our free marketing and sales audit for your community, 410-292-4333.

In our last blog entry, we talked about step 1 to outbound sales calls success for selling to seniors, creating the proper enviroment. Today, we’re going to talk about steps 2 and 3 for selling to the mature market. Again, today’s topics are nothing new. In fact, several different sales training programs utilize these very same techniques. Two sites I highly recommend every sales team visit is Traci Bild’s site and Selling and Persuasion Techniques, written by the incomparable Dr. Robert Cialdini. Traci is one of the industry’s premier sales trainers and much of what we write about has been learned by applying her techniques from her book 7 Steps To Successful Selling and then making adjustments as we learn from our clients’ experiences.  In addition to joining the Tuesday Morning Sales Club, I recommend purchasing anything Traci publishes. She is a genius.  The secret is knowing how to apply these techniques to what you are doing each and every day … selling senior housing.

Step 2: Let Your Smile Shine Thru

For most retirees, the decision to call us did not come lightly. After all, moving to an active 55+ retirement community, continuing care retirement community (CCRC), assisted living facility, or skilled nursing home is a life altering decision. When people call us, they are scared. Usually, despite what they might be telling us, that call has been stirred by negative circumstances in their life (failing health, the death of a spouse, or loneliness). It’s our job as a sales team to lift them up and reassure them that they made a good decision to call us. The first task in accomplishing this sales goal is for our voice to exude courtesy, warmth, enthusiasm and knowledge.

If this is an incoming call, the correct way to answer is, “Hi! This is FIRST NAME. Thank you for calling COMMUNITY NAME! How can I help you?

If this is an outbound call, we’ll be taking a much different tack on our opening communication, but more on that later.

• Exude a warm, friendly attitude topped off with generous dose of enthusiasm and knowledge.

• Conveying energy and a can-do-attitude is the key to success. If we show excitement towards our jobs and the community we are selling, our customers can’t help but be excited. Remember, enthusiasm is contagious!

• Speak clearly, loudly and at a pace that they can comprehend (remember, like me, much of this audience has lost a good part of their hearing).

Step 3: Engagement

The key to senior housing sales success is placing outbound phone calls. Lots of them! At a minimum, you should be making 20 outbound calls a day (except on event days).

The top senior housing sales people in the country convert 1 of every two calls they place. How? By following a process. Remember, these people — the prospects —contacted us. They have a need.

Opening step for outbound calls

“Hi, is John in? (Pause, wait for “yes.”) Hi John, this is Tom Mann calling. (Pause, wait for “yes?”)

Most people say “Hi, is John Smith in? This is Tom Mann from the Heritage of Green Hills. How are you today?” And the prospect will say something like, “I’m fine” or “Hi, Tom, unfortunately, I can’t talk right now.” Why? Because they instantly recognize you as a sales person.

When we know we’re dealing with a salesperson our guard instantly goes up. In fact, most people HATE sales calls. Why? Well, first off, you are interrupting my day with your call. Second, I know you want my money. And my money is something I and our prospects guard with a zeal … and they are thinking, “Please, I have stuff to do. I don’t have time for this right now” and they might even be polite and talk with you a little, but they want to get off the phone. This conversation is destined for failure.

When you start a conversation this way, you might not even get to discuss the real reason you called…to talk about how your community can help them. So avoid that trap that pretty much ALL sales professionals get in to — which is naming your community. Instead, we would like you to use this very successful and proven opening step.

Here is how simple it is.

Ring, ring. “Hello is John in?” PAUSE, WAIT FOR REPLY

“Yes, this is he.”

“Hi John, this is Tom Mann calling.” And pause.

Polite and personalble, and I’m sure you are wondering “OK, when are we going to tell them who we are with?” And we will, just not yet. Because if you do, you can kiss the likelihood of this call being a success goodbye. This is a relationship business. If you open with this technique, you will form the personal connection.

I am not Love and Company, I’m Tom Mann, so I am never going to call someone up and go, “Hi, this is Tom Mann with Love and Company, how are you today?” If I did, that person KNOWS it’s a sales call. Instead, I’m going to say “Hi, John, this is Tom Mann calling. And they are going to go, “Hi Tom” if they know me. And if they don’t know me, they’ll reply, “Hi, Tom?” and then they’ll wait for me to tell them what the call is about. Or, they go, ”How can I help you?”

It’s very important that you address the prospect by first name only. Don’t say, “Hi, is Mr. John Smith in?” Yes, I know you were trained to be polite and that Miss Manners would like you to address people this way. Unfortunately, Miss Manners can’t help you sell. Even after we train people, this is a hard habit to break. I don’t even think sales people even realize they are doing it. But what friend do you know, that calls you up and asks, “Hi, is Tom Mann in?” So you’re going to go, “Hi, is John in?” Pause and wait for “yes.” “Hi John, this is Tom Mann calling.” Research shows us that the word “calling” instigates a “yes?” response … but you have to pause, so that they can say “yes?” The team at Love and Company believes that communication is about two people engaging. You speak, I speak. In a poor sales environment the sales person typically does 85% of the talking. That is not communication. You must use your ears as well as your mouth. Learn to listen. So your new parameters are:

A. Address them by first name. If it’s a couple and you only have one of their first names, address them only by last name, “Hi, is Mr. Smith in?” NOT “Hi, Mr. John Smith.” (Note: when meeting in person, it’s OK to refer to them by Mr. or Mrs. and then their last name as is a common sign of respect in the South, ie., Mr. John.)

B. Then you are going to introduce yourself by both your first and last name and you are going to use that magical word “calling” directly after your name. Followed by a pause. When you pause, they are going to say “yes” 99% of the time. Now, don’t worry if you don’t get the “yes,” there are two other things they’ll do.

They’ll say “oh, Hi Tom, how are you?” When they do that that means they recognize you. That’s a positive and that’s what we want, a positive response.

The other thing they might do is pause.

“Hi, John, this is Tom Mann calling.” (If they don’t respond after a long pause,  start back up, “if you recall…” then you go on to step 4.

The other thing they might say is “who?” In that case, just restate your name. “Tom Mann.” They will respond with a, “yes?” This just means they can’t remember or place your name, so they are trying to figure out who you are. That’s a good thing, now instead of trying to figure out how to get off the phone, you have them engaged. They’re thinking … thinking … thinking… “Tom, who?” That is what we want. We want them engaged.

So your call should go like this:

“Hi, is John in?” (Pause)

“Yes, this is he.

“Hi John, this is Tom Mann calling.” (Pause)

“Yes?”

“If you recall, you requested an information kit from the Heritage of Green Hills.” (Pause)

“Oh, yes I did.

You have now prepared your customer for step 4, which we’ll write about next time. In the meantime, share the passion you have for this incredible life-changing product!

Interesting side note: “Calling” is not the only magic word.  Dr. Caldini in his book The Principals of Influence, discusses the power of another magical word:

What single word increases compliance from 60% to 93%, simply by adding it to a request?

That single word is . . .  “because”

“This parallel form of human automaticity is aptly demonstrated in an experiment by social psychologist Ellen Langer and her co-workers (Langer, Blank, & Chanowitz, 1978). A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do.

Langer demonstrated this unsurprising fact by asking a small favor or people waiting in line to use a library copying machine: “Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?” The effectiveness of this request plus-reasons was nearly total: 94 percent of those asked let her skip ahead of them in line.

Compare this success rate to the results when she make the request only: “Excuse me, I have five pages. May I use the Xerox machine?” Under those circumstances only 60 percent of those asked complied.

At first glance, it appears that the crucial difference between the two request was the additional information provided by the words because I’m in a rush. However, a third type of request tried by Langer showed that this was not the case.

It seems that it was not the whole series of words, but the first one, because, that made the difference. Instead of including a real reason for compliance, Langer’s third type of request used the word because and then, adding nothing new, merely restate the obvious: “Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?” The result was that once again nearly all (93 percent) agree, even though no real reason, no new information was added to justify their compliance.”

Free Marketing and Sales Audit (excluding travel) – call today to ask about our free marketing and sales audit for your community, 410-292-4333.

Additional note: I’ll be presenting the 10 Steps To Sales Success For Selling To Seniors  in full at the National Active Retirement Community (NARA) 11th Annual Business Conference in Columbia, SC October 20-22.