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Selling to Baby Boomers

Posted by Ilena Di Toro | Posted on July 2, 2019

It’s likely that Baby Boomers make up the bulk of your customers. There are over 74 million of them in the U.S., they spend the most across all categories, control 70 percent of the disposable income in the U.S. and are expected to inherit $15 trillion dollars over the next 20 years.

Today’s seniors aren’t like the seniors of past generations. They are tech savvy, in many cases, have fewer health issues and are more engaged with the world around them. So, the days of selling horn rimmed frames to men over age 50 and harlequin frames to women over age 50 are gone, unless, of course, patients actually like those kind of frames.

So, what can you do to best reach the Baby Boomers? Here are a few ideas:

Don’t Market to “Seniors”
Yes, Baby Boomers are entering their 60s and 70s, but they don’t want to be called “seniors.” Instead of offering a Senior Discount, offer a Boomer Discount. Even more fun is to offer a discount to those who know the answer to a pop culture question from the 1960s or 1970s. Admittedly, while anyone can look up the answer on their phone, mentioning something from a Boomer’s youth will trigger happy memories, they will associate good feelings with your practice, and they will be more likely to buy frames from your practice.

Social Media
Facebook, Twitter, Instagram—that social media stuff is done by young folks. Right? Not so fast. Baby Boomers are actively using social media and they aren’t just looking at pictures of their grandkids. According to Pew Research, the most popular social media site for those over age 50 is Facebook, with 65 percent of those between the ages of 50 and 64 using the site and 41 percent of those over 65 using the site. Sixty (60) percent of those over the age of 50 who have an income of $75,000 or more are on social media. That means if you haven’t done so, get on social media sites like Facebook, Twitter and Instagram.

Ask the Right Questions
Here’s where meeting needs becomes important. The kind of questions to ask include:
“May I take a closer look at the glasses you are wearing?”
“Is there anything you would like to improve?”
Listen to the type of answers the patient gives. Maybe the patient wants to try contacts. Maybe you can offer no line bifocals. Maybe all the person wants are frames that are different than what they usually go for. Taking the time to ask questions and help the patient make the right eyeglass or contact lens choice helps the patient to see better and/or have frames that fit comfortably. Also, taking the time to ask questions shows that your practice isn’t just interested in upselling, rather it wants to help patients achieve the best outcome when it comes to their visual needs.

Selling to Baby Boomers isn’t rocket science. Take the time to reach out to this big, sometimes overlooked market, and it will yield dividends for your practice. Start planning your groovy marketing plan! Those Boomers need to know that you want them in your practice, not elsewhere. Can you dig it?


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