Overcoming the
Objections
Many seniors will feel the decision
is premature - they desire to remain where they are more than they desire to
move into a senior living community. The decision process to move into a senior
living community can involve the psyches of many people (spouse, daughter, son,
grandchildren, friends), and it is normally an emotionally charged personal
decision. Seniors as well as decision influencers will have their own
prospective and biases about senior living according to their experience or
knowledge of the business that is all filtered through their personal value
system.
" I’m not ready yet."
Translation: I'm afraid of giving up my home, independence and lifestyle for an
unknown. What if I don't like it? What if they don't like me? What if they
raise the rents and I can't afford to live here anymore? Seniors will often
look for ways to avoid making the final decision. It is often out of fear or an
unwillingness to commit. If an objection can be found they will usually find
it, because it is what they are looking for most. When someone says they are
not ready yet, what it really means is that perhaps they are afraid or do not
understand all the benefits and value Senior living has to offer them
personally.
Considering the demographics, its
not surprising that there has been a tremendous amount of research into the
lifestyles and values of older adults. While opinions differ, some general
conclusions can be drawn. Seniors are interested in being depicted as active,
interested, involved and see themselves as at least 10 years younger then their
true chronological age. In fact, seniors' anxiety about their age is more
closely associated with an aversion to the health complications associated with
growing old that will eventually place restrictions on their personal freedom.
They are in fact, looking for empowerment so that they can live fuller lives
and stay in control longer. They are generally private people, especially about
their finances, are comfortable with themselves, more experiential and less
materialistic than their children. They see themselves as morally conservative
and intellectually liberal, they are more aware and educated and consider
learning to be a lifelong experience. It is also a time in their life when they
experience a growth in their own spirituality and altruism toward their fellow
man. They are among the greatest givers of time to volunteer causes than any
other group. They are particularly interested in helping other, less active
seniors. They are spouse and family oriented, proud and independent.
So how do you approach this proud
and "independent" person who you suspect may not be safe living alone
at home? How do you answer them when they say they’re not ready? Overcoming
objections is part of any sales process. It helps you to gather more
information and clarify needs.
1. Objection - "I'm not ready
yet."
Response - "Good, then it's just
a matter of working on the timing, isn't it?"
- "I understand how you feel.
But tell me, just what do you think would have to happen to you before you felt
that you were ready? Wouldn't it be comforting to you and your family that
should such an event ever happen to you, you would already be in an environment
where you could receive that cushion of care right when you really needed
it?"
2. Objection - "I would have
to sell the house."
Response - "That's right. Most
seniors have sold their homes to finance their senior living and they will tell
you it's the best decision they ever made. You can arrange a meeting with a
very competent Realtor who will do a comparative market analysis on your home
for no obligation. Many people are surprised at how much equity they have tied
up in their homes that could be earning interest for them if they sold."
As many homes have foreclosed and flooded the market, real estate which was
once a good investment, is often outpaced in investment return by securities.
3. Objection - "I'm too old to
move now."
Response - "That's
interesting. There are many people living in senior living communities who are
older than you... I'll bet you're not too old to get more out of life, right?
This lifestyle provides you the opportunity of a secure, enjoyable, carefree
retirement, and it could be the best years of your life. Statistics prove that
people live on the average two to three years longer in a senior living
community than in an apartment. There are several good reasons for this. One of
them is companionship. One of the saddest things about growing older is that
our friends pass away. We meet new friends, of course, but if we are not in a
community setting we don’t have the ability to continually expand our
friendships. Therefore, they are continually shrinking. If we stop driving in
the years ahead, or our friends don’t drive, or the weather is bad, we tend to
spend a lot of time within our private residence. Many meals are eaten with
their only companion being their television. It’s easy to see how one can
slowly become a recluse over a period of time. At a senior living community,
companionship is always available."
4. Objection - "I'm just not
sure."
Response - "There's some risk
involved, isn't there? And you want to be certain you do the right thing. What
information would you need to be more comfortable with your decision?"
"I sense that there may be
something that you are uncertain about. It is the (fee, moving, apartment,
etc., until you zero in). Well, if it weren't for (the objection) do you think
this lifestyle here might make sense for you?" "So, if I could (fix
the objection) could you at least give it a try?
At some point, and in spite of all
their objections, sometimes love gets tough. People who are isolated can become
depressed and depression leads to health failure, which puts them at risk. When
they were the parent they would not even think of allowing you as a child to be
exposed to a potentially dangerous situation regardless of what you wanted. As
an adult child, you may have the same decision to make for your parents.
Often when
they compare the costs they are incurring on real estate taxes, homeowner’s
insurance, food, utilities, transportation, maintenance, housekeeping,
activities and companion services, living in a retirement community where all
these costs are included in the monthly rent might very well be cheaper for
them. They also see the value of converting their home equity to income
producing assets rather than having it remain stagnant while tied up in their
home or worse constantly eroded in a soft real estate market.
In the end, overcoming objections
is a process of developing a comfort level with the decision. Be patient with
your loved one. Listen for other hidden meaning to their objections; they may
be using the opportunity for a completely different motivation then to just
throw out obstacles. Repeat the objection to clarify your understanding.
Sometimes when people hear their objection repeated back to them it sounds
worse than they really intend it to be. Confirm the objection by agreeing with
them, don’t try to argue with them or pretend to know better. Seniors like to
have their objections acknowledged and affirmed. Question their real intent
behind the objection and look for common ground. Answer their concerns as best
you can without being smart or glib. Confirm the answer by relating the
experience to others in their situation that may have had the same objection
but ultimately found that it might have been overstated. Finally close on some
neutral ground and leave the discussion with something that you both agree on
about the situation.
After 30 years of seeing adult
children and their parents deal with these tough decisions, I have learned that
it’s the process they fear rather than the end result. Most seniors, once
admitted to a senior living community readily adapt. After a few months there
they will admit that their quality of life has improved, and that’s our
ultimate goal anyway, isn’t it?