Considerations When Shopping For/Selling to Seniors
Protecting those who are most vulnerable is a responsibility we all share. Whether you are shopping for a senior, or work for a company that sells products to them, I hope to offer some ideas to help. Having sold assistive technology to this vulnerable population for nine years, I’ve heard many horror stories and been fortunate to experience things being done right.
In this post, I wanted to share some key things to consider when evaluating a product or service's relative "friendliness" to seniors. Each tip has something to consider no matter which side of a transaction you are on.
Return Policies
A generous return policy can make or break the true fairness of the situation. Without the ability to make a return, a senior could be stuck with a purchase that they made under undue pressure or based on false information. What if they misread or misheard something important? Every policy is different, and if you don’t have it in writing, it may be more flexible than you think (for better or for worse).?Bottom line - a policy adds credibility and builds trust.
Trials/Demos
A webpage can say many things and so can a sales representative. Video demonstrations can leave out key details and include a marketing department's bias. If possible, it’s best to get a trial or live demonstration to see for yourself whether or not something is actually a good fit. Something that works for a younger person, may not work for a senior. If it’s not possible, I recommend reading as many customer submitted reviews as you can.
Commissions (A Double Edged Sword)
I would argue that there’s a general perception that “commission-based” sales representatives are disincentivized to maintain a long-term focus with customers. The argument goes that they might be so hungry for a sale, that they’ll say whatever they need to get paid. In general, I would agree such that I think it’s worth asking a sales rep if they would earn a commission for a sale. This might give you some insight into the situation. If someone is compensated on commission, I wouldn’t count them out yet...
Commission-based sales representatives carry a unique blend of pros and cons. Since the negative is the prevalent view, let me share two potential benefits.
1.???? Without a commission associated with the transaction, it’s possible that a sales representative might view anyone with lots of questions or special needs as someone who is not worth their time.
2.???? Without a commission, there might be nothing incentivizing a sales rep to “push through” an obstacle to complete a project.
How can a business mitigate the negative effects of commissions? Here are some ideas:
Focus on Goals
If you are shopping, try to keep an eye out for solid reasons why a product will address the main reason you are shopping for the product. Advertisements can focus on features that make a product standout, but don’t really highlight how addresses the reason you are shopping in the first place. These features can be a distraction, especially to customers who may have difficulty processing new information. If you are selling, please sell a solution that fits the actual needs of the customer.
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Focus on Budget
If you are shopping, try to go into the transaction with a rough idea of what a reasonable price is. You might set some rules in place or use tools to limit what you or your loved one is able to spend. For example, it can be empowering to show up to a transaction with a check that is pre-signed for the amount that was previously quoted by a sales rep.
If you are selling, try to be as clear as you can with prices. The more you ballpark prices or forget key figures, the more suspicious your customer may become of you. There’s just been too many bad actors that have done a bait and switch. Know your prices and don't change things.
After Sales Support
Whether it’s training or support, it’s helpful for customers to know who they can count on after their purchase. If you are selling, show your intention to ensure the customer’s needs are legitimately met. Every product is different. Whether it’s a thoughtful manual, video tutorial, or live help, it’s important to have accessible resources that make it easy to get help.
Warranty
Sure, you can always ask how long a product might last, but the warranty is all that you have as a guarantee. If you are selling, be realistic with how your customer might actually be able to use your warranty. If the product is heavy, they may not be able to ship it back to you.
Depending on the product, it may also make sense to ask questions about the repair process and potential costs. Without this knowledge, you may not grasp the true cost of owning the product.
Ask an Expert and Seek Information
Sometimes, we don't really know what we don't know, until we ask someone who has more experience. If you're evaluating a significant purchase, it goes without saying that you should ask an expert and get a second opinion. Spending some time to do some research will pay out in the long run and better inform you to know what to look for in a solution.
Companies that do not provide ways for customers to effectively learn more about their products, may not have the customer's best interest in mind. Don't jump to conclusions though - sometimes they will withhold information that a customer might not properly understand without proper guidance. Put simply, it is possible that they have more information, but you just need to ask for it.
Closing Comments
I may come back to this post to update it as new situations come up. I dedicate this post to my late grandmother who was taken advantage of in her final years.