How to Relate Your Products to Older Customers

How to Relate Your Products to Older Customers

You might call them the lost generation. With all the hype towards millennials taking over everything from the workforce to fashion and technology, one of the untapped and often forgotten demographics is our sweet old baby boomers and senior citizens. Big mistake. According to a recent study, roughly 70% of all the disposable income will come from this expanding group of seniors within the next five years, and according to AARP, nearly 10,000 adults turn 65 every day.
Things get even more golden for smoke shops and dispensaries. Rising health care costs have seniors seeking alternatives to traditional meds with cannabis use among seniors up tenfold over a decade ago. Seniors are into CBD as well. An Arthritis Foundation survey found that 79% of the 2,600 seniors who responded, reported they are either currently using CBD, have used it in the past or are considering using it as an alternative therapy to help manage arthritis pain.
So how do you reach this older demographic and how do you make them feel comfortable about coming into your store and trying products that they may have only once thought of as being used by hippies, hooligans and beatniks?

Don’t Market to “Seniors”

The first rule of marketing to today’s seniors is realizing that, perhaps even more so than previous generations, they don’t want to be labeled as elderly. In this country, “older person” or “older adult” are currently the most politically correct terms. All the typical euphemisms used to describe older populations — senior citizens, old folks and especially geezers, reek of ageism. You’ll be there one day yourself, so do your best to find a common ground and treat them as a person and not a number.
Older customers place an emphasis on value and benefits of a product, maybe more so than the younger generations, so take the time to answer questions and educate them on the pros and cons of specific products, and listen carefully so that you can make honest, thoughtful recommendations as to which products best meet their needs.

Don’t Sell to Seniors

You’ll find this out as you get older — as we age, our bullshit sensor becomes more attuned. Older adults have been there and done that, and they can tell a sales pitch a mile away. Throughout the buying process, use every opportunity to strengthen their trust in your brand and your products. Keep the communication straightforward and easily understood, and void too much slang and jargon — don’t make them have to look things up on Urban Dictionary.
Establish your credibility because who you are is as important as what you say. Remove the risk because seniors tend to be more careful with their money. And for the love of Mike, provide great customer service. Seniors are not as forgetful as you may have been led to believe. They have long memories and will never, ever forgive you for treating them poorly.

Facebook
Twitter
Pinterest
Print
Email

Recent Articles

Gift Cards You’ll Want to Give

Two thirds (63%) of holiday shoppers say they are more likely to buy their loved ones a gift card/certificate rather than an actual present this year, and 41% say gift cards are the top item on their own wish lists. That’s according to a survey by Mastercard, but we already know that a gift card

Read More »

Esco Bars By Pastel Cartel

Talk about getting in on the ground floor. The year was 2011 when Darrell Suriff received a call from his college-aged son Justin, excited about a new gadget he’d seen people smoking from at a local club. Turns out Justin had just discovered vaping. “I was very skeptical, at first,” says Suriff, “but I started

Read More »

The Chill Room

Baby steps. Organic. These are just two words to describe the evolution of the Chill Room in W Palm Beach/ Worthington, Florida. Robert Cartagine opened his first vape shop in 2015 with great trepidation, but after realizing that his entire family stopped smoking and started vaping, he saw that there was a need. “In addition

Read More »

LOOV

They’ve done it again! Randy’s, famous for their wired rolling papers, has been at the forefront of innovative smokeware products and defining smokeware standards for over 45 years. The Loov multi-purpose, table-top vaporiser, is the newest innovation from Randy’s. It offers a session unlike any you’ve ever experienced with its unique “Fill it up, tip

Read More »

Canna Style Smoking Accessories

You can think of Canna Style as your stoner bestie, sharing with you the smoking accessories of your wildest dreams. After years of working for major fashion brands, founder Amanda Smith, created this cute and trendy smokeware brand to fill a void in a traditionally male dominated space, bringing something uniquely different to girls, the

Read More »

Social Media

Most Recent

Are you 18 or older?