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Relationship Selling in the Senior Market
©Michael C. Walker, 2004

There is a way to sell to the senior market that is more rewarding and helps overcome the fear of rejection and the unknown. This is commonly known as relationship selling, and is the way successful salespeople operate.

New products and services often get designed without sufficient thought given to how to sell them. This is true in organizations large and small. If you have a reasonable understanding of senior customers, you can quickly appreciate the need to devote serious attention to how you will sell to them. Chapter Two in Marketing to Seniors 2^nd Edition, provides a review of the uniqueness of the senior customer. This can be a valuable start to designing an effective sales program. Nowhere is an appreciation for the senior customer more necessary than in the sales process. Chapter Seven covers how to sell to senior customers.

Relationship selling is not a new concept and it applies to most any kind of business. Although commonly associated with commercial transactions, it can be effectively employed in personal sales as well. Anywhere a long term association can be beneficial to both buyer and seller, an ideal opportunity for relationship selling exists. The steps in the sales process may vary somewhat by business type, but the practice of building relationships is a consistent one. The senior market is no exception, providing you consider all other parties who may be players in senior purchases as extended senior customers.

The expanded Marketing to Seniors 2^nd Edition introduces the concept of the "extended senior customer" to explain the significance of others who may be involved in certain senior purchasing decisions. To be most effective, relationship selling must include a full appreciation of this phenomenon.



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