Tuesday, March 10, 2015

Why the traditional approach to the Senior market works - Selling Across Generations



The mature market, better know as the senior market, is a traditional and, to a certain degree, conservative demographic (pre age 45) that appreciates industry credentials and is somewhat resistant to writing checks to pay for advice. So purchasing products is something they're used to doing.

Seniors are the first generation to live away from the farm. They were the most "affluential" generation. They identify strongly with work ethic. They exhibit loyalty to brands and vocation, i.e. they work for one or two companies in their lifetime. Their loyalty is rooted in a commitment to marriage. They understand what a pension is and how foreign it is to them to talk about a defined contribution plan like a 401(k). This episode frames a very conventional approach to money and the engagement with advisers, completely at odds with the other three generations.

Syndicated financial columnist and talk show host Steve Savant interviews registered investment advisers and certified financial planners Rob O'Dell and Heather Coulter. For almost 20 years their firm has been managing money and using their unique mind mapping software that analyzes, stores and retrieves client data and photos. This is episode 2 of 5 in the series, Selling Across Generations. http://youtu.be/-s5Y5YZjVq8

About Steve Savant

Steve Savant

As the National Marketing Spokesperson for Ash Brokerage, Steve Savant looks forward to meeting financial professionals in every way possible - in person or by video through conferences and social media.

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