Onsite Sales & Service Training to Improve Boomer Marketing & Senior Marketing
“Men are born to succeed, not to fail.”
– Henry David Thoreau
Tried & True Sales Training Is Typically Not Effective
To be successful in baby boomer and senior customer markets, providing sales and service personnel only “tried and true” training methods for marketing and selling, servicing and retaining this rapidly growing customer base is usually not very effective. The behavioral and perception changes caused by the aging process demands significantly different sales and service delivery approaches and techniques than currently provided to sales and service personnel.
We provide clients customized on-site training programs to improve sales and services delivery to baby boomer and senior customers:
Everything You Thought You Knew About Marketing May Be Wrong. Brain Power – The Driver of Marketing Communications
Learn why markets are tougher and why understanding how the brain determines what messages we receive and that perception and behavior changes over a lifetime is the key to successful communications. Learn a new research and communications paradigm – “Consumer Behavior Marketing™”. Learn the five needs and shifting values of target markets and how we manifest them over life.
Learn why emotions are the drivers of marketing and sales and how the brain, mind and conscious processes information. Finally, learn the value of storytelling and “Conditional Positioning” and communications, approaches and messages that have the best chance of generating interest and converting that interest into a buying decision. Examples of effective and ineffective communications are discussed.
Brain Power – The Driver of Successful Sales – Consumer Behavior Selling Increasing Sales in Baby Boomer and Senior Customer Markets
Consumers are scrutinizing sales presentations, products and services more closely than before. In addition, the aging of global markets is having a substantial impact on sales and communications effectiveness. Currently, almost 50% of adult Americans are forty-six years of age or older. Over the next decade, the over-fifty markets will increase by approximately 50%. The less-than-fifty markets will increase by only 1% making middle age consumers the dominant players in the marketplace. This has presented sales professionals with the most independent-minded customer population ever. In midlife, behavior typically becomes more autonomous. Resistance to entreaties by others to take various actions – like buying a given product increases.
Learn the power of the brain in determining what messages get through to our conscious mind. Learn the so-called “senior” market does not exist and learn a new research and communications paradigm &ndash “Consumer Behavior Sales™”. Learn how the brain determines the sales messages received. Finally, learn how to identify individual consumers’ needs and purchase motivators, and create sales approaches and messages that have the best chance of generating interest and converting that interest into a buying decision.
Marketing & Sales to Baby Boomer & Senior Women – The Largest ‘National’ Economy on Earth
American women. The numbers are unequivocal, the gender differences are undeniable, the opportunity is inarguable and the market is enormous &ndash economic opportunity No. 1″, says Tom Peters. Statistics overawe – Women are responsible for 83% of all consumer purchases. Vacations – 92%. Houses – 91%. Consumer electronics – 51%. Cars – 60% of purchases and significantly influence 90%. Choice of a new bank account by women – 89% of the time. Health care – 80% of decisions, over two-thirds of all health care spending.
Moreover, the baby boomer and senior women (born before 1965) have the most discretionary spending habits of all. Add in women’s role as “purchasing officer” for consumer goods and for corporations and agencies, and, in effect, you have an American Women’s Economy that accounts for over half of the U.S. GDP – about $5 trillion. The opportunity – trillions of dollars in the U.S. alone is waiting. American women by themselves are, in effect, the largest ‘national’ economy on earth. Unfortunately, too many companies don’t get it and often pay little attention to these lucrative targets.
Learn why you must market differently to baby boomer and senior women and how to get beyond gender generalities to actionable tactics. Learn how to bring them to your brand-and keep them there. Learn what baby boomer and senior women cherish, what they take pride in and what baby boomer and older women enjoy or care about more than men do. Learn why baby boomer and older women seek more information and why their influence on your sales success doesn’t end with their purchases.
Learn how to a more effective way to communicate, motivate, and market. Learn why “The Four Dimensions” marketing model is a useful tool with practical applications for enhancing your marketing and sales effectiveness. Learn what messaging is effective. Finally, learn how to follow through to face-to-face sales and service. Examples of effective & ineffective communications are provided.
How to Improve Customer Service & Increase Baby Boomer & Senior Customer Satisfaction – The 60-Year-Old Customer is Not an Older Version of Their 30-Year-Old Self!
Customer contact employees learn about the unique characteristics of baby boomer and senior customers and learn how to apply insights gained to improve operations, policy development and customer service and satisfaction. Learn: The critical nature of the 50+ adult markets. What makes baby boomer and senior customers different from younger markets? What drives baby boomer and senior customer attitudes and behaviors? How to deal with burn out. How to effectively satisfy an irate customer. Why customary customer service techniques may be less effective. How to improve communications to baby boomer and senior customers
Supporting Sales and Service Associates – What Management and Supervisors Must Know About Baby Boomer & Senior Customer Markets
Learn the management and supervisory techniques necessary to support successful marketing, sales and services to baby boomer and senior customers.
Selected Client Testimonials:
“In just 30 minutes, Jim Gilmartin explained how the brain processes promotional images and messages in split seconds, why marketers have to rethink the way they reach generational audiences and even tossed in a few quick case studies. Jim’s a catalyst for making changes that get results. His message is one every marketer needs to hear – now. Listen up or get left behind.”
Barbara Rozgonyi, Founder of CoryWest Media and moderator of The Marketing Transformations Network
“Jim Gilmartin is one of the nation’s leading experts on marketing to the New Customer Majority – adults 40 and older who now outnumber younger adults by over 130 million to 86 million. Jim’s platform is behavior, not numbers. He knows that statistics don’t buy. People buy. Jim understands people from the inside out and knows to connect the dots between them and your company. My experience with Jim is that he delivers great insights, not groundless opinions that depend on serendipity to be right.”
David B. Wolfe, Author, Ageless Marketing and Firms of Endearment and consumer behavior expert.
“I have had the absolute pleasure and delight in being a participating member of the audience on 4 different occasions when Jim Gilmartin “captured and maintained” the group he was addressing. Jim’s style of speech, his timely topics and his thought provoking material all lend themselves to helping Jim become recognized as one of the most effective and engaging speakers in his field. Allowing Jim to demonstrate his varied talents for your company would be a decision you will not regret.”
Peter S. Gelbwaks, Chairman – National LTC Network
“You are by far the most informed, articulate individual I know on how to sell and market to baby boomers and seniors – our biggest customers. Your presentations to our international sales managers helped us to understand better the markets and your follow-up Train the Trainer program for the Pacific region was the best I’ve seen.”
Tom Sheets, General Manger, Sunterra Pacific, Sunterra Resorts International
“Please accept my sincerest thanks for one of the best presentations in our four year history. You received the highest ratings of all forum speakers. After providing your first program, the word spread among attendees, and we couldn’t accommodate all the forum participants who wanted to attend the remainder of your presentations.”
Greg Luque, President, Long Term Care Forum
“Your views on the aging marketplace are very insightful, provocative and original, and I like the rest of your audience was fascinated by both the content of the presentation and the style in which you delivered it.”
Marie Beason, Former Education Director, Indiana Bankers Association
“Thank you for the wonderful opportunity to participate at the “Targeting the 50+ Market” conference. The Brain Power Workshop was excellent…so much insightful information. I have already put some of it to good use and will continue to utilize this valuable, comprehensive intelligence. Your knowledge of this market and innovative approach is inspiring.”
Margaret Herter, Director of Marketing, Villa St. Benedict Senior Living
“Your 1 1/2 day workshop Integrated Marketing and Marketing to Boomer+ Customers was a great success for us. All of the attendees rated the program very good to excellent. Comments like. “Lots of good information”. Different approach and concepts”, “Quite a few great ideas to take back and put to use”, “Excellent insight into our markets”, “A whole new way of thinking”, “Gave me a new perspective of the older market”, were common when describing the benefits of the program. Other comments included: “It would be a great presentation for General Managers and Boards of Directors”, “I wish my whole company was here”, “I believe everyone would benefit from what Mr. Gilmartin has to say. He’s a very wonderful speaker.”
Patricia Gisinger, Education Manager, North Dakota Telephone Association
“The evaluations on your presentation are glowing. ‘Very strong presentation’, ‘Great and valuable insights’, ‘speaker had a super delivery’. Thanks for a great program.”
Elizabeth Wiggins, Vice President, Institute for International Marketing
“Your keynote address and follow-up seminar on marketing and sales to Boomer+ populations were rated excellent and participants considered it one of the best programs NTCA has provided to it s membership. The participants at each of the regional meetings rated you as a presenter with exceptional presentation skills and a unique knowledge of the subject matter. Clearly, your efforts were well received by our members and you delivered on your promise to provide the best marketing communications program available today. You are one of the best presenters they’ve heard and the quality of your presentation was outstanding. I look forward to bringing you back for future programs.”
Ron Precourt, Director, Education, National Telephone Cooperative Association
For more information on how we can help you to improve marketing, sales & service to baby boomers and seniors, contact us at info@comingofage.com or call us at 630-462-7100.