9: Selling to Matures
Because the author has mashed together generations born before 1946, it has the largest range of ages, anywhere form 65 to older than 100. While nonagenarians make up the smallest percentage of the population, the 80-90 age range is the fastest-growing age segment due to extended longevity.
Most members of this generation carry with them the memories of the difficult economic times of they youth, and remain careful with their financial resources, in spite of the years of prosperity that followed. In fact, most Matures see their present wealth as the reward for their frugal nature, and are very conservative in their spending habits.
While they are conformists who do not seek to stand out from the crowd, and do not feel they deserve special treatment as individuals, they do have the sense that they are owed respect for their age and the accomplishments of their entire generation. They respond well to those who show deference and respect for their age and life experience.
In turn, they respect and defer to institutions and the professionals that represent them. They are likely to consider a salesman to be an experienced and knowledgeable professional who understands that his actions reflect upon the business he represents. If your organization is not an established "institution" in its industry, the opinions of others whom they respect will help overcome the deficit.
The number-one rule for selling to Matures is that they value quality above all else - a product must do what it is supposed to do, and it should be built to last. They care about longevity and serviceability, and are entirely unimpressed by something that is stylish or has all the bells and whistles.
The majority of Matures are retired, and life stage is a major factor in their choices and preferences. They have an idea of what it means to be a person of their age, and aren't looking for anything new or popular with the younger generation (unless they are buying something for their children or grandchildren, in which case they will look for something that is "right" for a person of a given age, not necessarily the unique personality of the person in question).
While they feel that their retirement is a time to enjoy the rewards of a lifetime of hard work, they are not wasteful: most of them continue to live frugally and intend to leave a considerable inheritance to their children and grandchildren.
Finally, sales tactics that seem corny, stale, and tired are still effective on Matures - they were designed and perfected with their generation. Moreover, the traditional approach to sales is a familiar set of protocols for Matures - it is the way they are used to doing business, the way they prefer to do business, and the way they feel that business ought to be done.
Identifying Mature Customers
There is relatively little risk in differentiating a Mature customer from a Boomer: even though they may be close in age, Matures have no problem looking and acting like an older person. They do not try to alter their appearance, adopt the latest fads or fashions, or fo anything to make themselves appear to be younger than they are.
Matures are also overdressed by modern standards: they have a definite idea about what constitutes appropriate attire: men wear suits and hats, women wear dresses, when they go to shop on Main Street. Some of them have given up some degree of formality for comfort, but you will never see then in blue jeans or cargo shorts.
Matures are also conformists who prefer not to express any individuality. They will ask questions about the product, but not state their preferences. They don't think that being catered to is an earned privilege, but a demand made by self-centered and egotistical people who think they are better than anyone else.
Matures are decidedly low-tech and are largely uncomfortable with technology. They prefer reading a newspaper or watching the news on television to using the Internet. They prefer a face-to-face encounter to a telephone call, and find the notion of e-mail and cell phones to be entirely absurd.
They are disdainful of younger generations, and will state as much openly, though politely as they can manage. They dislike anything new, or anything that appears to be cheap in the sense of being temporary or disposable.
Engaging Mature Customers
Engaging with Mature customers means following the protocols for the traditional role of "salesman" and "customer" - there's no need to try to be inventive and formulate a new, fresh approach: what is tried and true works best, and is most welcomed.
Provide Matures with a formal introduction. Don't just strike up a casual conversation, but attend to the formalities of an introduction: tell them your name, your company, and your job title, and offer them a business card if you carry one.
Reputation and tradition are important. If you work for a firm that has been in business for years, saying as much will earn instant credibility. If you have not, come prepared with testimonials from people they recognized, particularly authorities of celebrities of their generation, and they will be inclined to agree. Testimonials and reviews carry a lot of weight with Matures
Avoid the tendency to dismiss them as doddering: ask questions rather than making assumptions, and listen to what they have to say, even though it may be rambling and off-topic at times. Paying attention to what they say is a sign of respect that they expect of others.
Rules and procedures are also important to Matures - specifically, their rules and procedures. As them outright if there are any steps you prefer a salesman to follow, and how they prefer to do business with you. And once they tell you, stick to it.
Describe the standard features of your product. Most matures are preferably comfortable with the standard package, and feel that wanting something more or something different than anyone else gets is a sign of a being self-centered and weak. They would generally prefer to get the same thing everyone else gets - no more, no less.
In terms of weakness, avoid the topic of age. Even though many matures are comfortable with their age, they are still sensitive about it. While they are not as sensitive about it as Boomers, it is still unpleasant to be reminded and impolite of others to point out their age.
Your sales pitch should emphasize quality at every opportunity - remembering that quality is a matter of serviceability and longevity: the product does what it's supposed to do and will last a long time.
Finally, don't be reluctant to lay on the hard-sell. Many matures are accustomed to it, and it's what they expect and prefer. They respond positively to a salesman who appears to be working hard to get their business, and being passive or indifferent about your product is taken as a sign that you lack enthusiasm for your own company.
Building Sales Relationships with Mature Customers
In deepening your sales relationship with Mature customers, be sure to follow the rules. Early in the relationship, you should ask their preferences and set expectations for the engagement - and as the relationship progresses, stick to the plan. If you need to deviate, be sure to reset expectations: review what was expected, indicate what has changed, and tell them what they can expect going forward. Predictability is key.
In the same sense, deliver on promises. Matures consider your word to be your bond, and failure to live up to your promises is a breach of trust for which they will have little patience.
Attend to the customs of sales relationships by keeping in touch. Send holiday cards, and update them regularly on accounts. In-person visits are their preference, mailing is acceptable, and phone calls are also acceptable - but electronic correspondence (e-mail, text messages) are likely out of the question.
An aside on mailing: Matures welcome mail, and read even junk mail. However, it has to be adapted to their limitations (large type and short, direct messages). Things that seem corny, such as "patriotic" images or even a photo of yourself, work well with Matures.
Simplify as much as possible. Things that seem easy to younger generations are new, unfamiliar, and complicated for Matures and they find them to be intimidating and confusing. Make the process as easy as possible and explain anything they might not understand.
Demonstrate the qualities Matures admire: dedication and sacrifice. Let them know you are working hard for your company, tell them what you do for your community, emphasize your years of service, mention any military or government service. In all cases, the message should be that you do much to serve others, not just for personal reward.
Closing the Deal with Matures
Closing with Matures can be simple and to the point: they understand and expect the typical sales process: you will introduce yourself, you will demonstrate your wares, and you will ask them for their business.
The "ask" is imperative with Matures. They will not interrupt your presentation or shortcut the sales process by jumping ahead to the close - to them, this is breaking the rules and stepping out of line. Even if they are eager to buy, they will not close themselves: you have to ask if they are ready to place an order, or whether they need more information.
However, before a Mature will be willing to give you his business, he must be satisfied in two regards: first, he must appreciate the quality (again, serviceability and sturdiness) of the product. Second, he must trust and respect you and your company. For Matures, the second is more important as the first: they will sooner buy an product that is slightly inferior from a provider they like than a superior product from someone they don't like or don't know as well.
After the sale, set expectations and keep in touch. Matures need to be kept posted, especially if there is a delay between order and delivery. For certain products, they also expect the salesman (himself) to be present for delivery and installation, and to provide help and instructions to ensure they know how to use the product. Matures also expect a periodic call from salesman, as well as a holiday card - to them, it's the way business is done.
Matures will provide referrals after the sale. They tend to be well-connected to other Matures in their area, and while it's bad form to brag about material possessions, making suggestions about something that's "worked" for them is a service to others and they often seek advice of people their own age.
Matures will also provide some unexpected referrals from younger generations - for Generation X and Millennials, there is a strong connection to grandparents and they will readily accept and heed the advice of their Mature elders. These referrals are few in number, but their recommendation of your product, your company, or even yourself as a salesman are extremely powerful with "the next generation" of customers.
For Further Thought on Your Mature Customers
Some retail stores have found that creating a gathering place for Matures has been successful in gaining and retaining their business: fast-food restaurants offer "early bird" specials to draw them in to gather over coffee, and shopping malls have found that "mall walker" programs have earned the patronage of older customers - and they buy from these places where they visit.
If your business caters to Matures, be aware of the little things that will accommodate their physical limitations: chairs with arms are easier to get into and out of, a larger and wider pen is easier to hold, documents need to be available in large print sizes, and the like.
Younger generations, particularly Generation X, will be involved in many of their parents' and grandparents' decisions - they expect businesses seek to prey on the elderly, and will want to be present for sales presentations and review any paperwork. When this occurs, you will need to blend the tactics for both generations together so that both the Mature customer and their younger advisor will feel at ease and confident about you.
About a third of Matures remain in the workplace, though many on a part-time basis. As employees, they tend to be the best at interpersonal communications and are commonly employed as customer service providers. Naturally, they are highly effective when selling to a member of their own generation, but are also effective with every other generation, with the exception of the Boomers, who are annoyed by and resentful of the elderly.
They are also adept at training and mentoring younger workers - Millennials who show little respect for anyone will put away their gadgets to give their full attention to an elderly person. Their lifetime of experience dealing with people face-to-face and their folksy wisdom make them naturals at handling customers.