Imagine you’re in a meeting with a client, aged 80, and you’ve called them “elderly.” It was an innocent reference, but they’re offended. They know they’re no spring chicken anymore, but they’re not “elderly” yet. Now, they’re no longer interested in purchasing a plan from you.
How can you avoid this awkward scenario and still make a sale at the end of the day?
We have everything you need to know about having a successful, respectful conversation with your clients who are 65 plus!
The Proper Terms for Older Adults
Senior citizens? Older adults? The elderly? If you’ve ever been unsure of how to talk to Medicare clients who are over the age of 65, you’re not the only one. The last thing any agent wants to do is offend a client by calling them an “old person.” (Yikes!)
Several studies have been done over the years to see which terminology is the least and most offensive for this age group. After analyzing the results, we’ve found that the term “older” seems to be widely accepted among the population, such as in “older adults,” “older individuals,” or “older Americans.”
Other terms for this group that are broadly accepted:
- Referring to their age (e.g., a 75-year-old adult)
- Seniors
- Elder
Terms that are not ideal:
- Senior citizen
- Elderly
- Geriatrics
- Aged
Note that it’s not just demographic labels that can insult seniors.
While it’s sometimes acceptable to use generational names like “Gen X” or “Baby Boomers,” it’s probably best to leave those terms to academic studies talking about societal shifts. Nowadays, social media usage of generational names is often done in negative regard for individuals falling into category.
Note that it’s not just demographic labels that can insult seniors. A word like “still” can also convey negativity, as in “still driving” or “still exercising.” Phrases like these imply that seniors are doing something out of the ordinary, when in fact, many of them drive and work out on a daily basis.
It’s essential to practice using the appropriate identifiers when talking to other agents, your field marketing organization, and especially your clients. Getting into the habit of using the right words when you’re talking about older adults to avoid bias or relaying judgement.
It’s essential to practice using the appropriate identifiers when talking to other agents, your field marketing organization, and especially your clients.
Avoiding Other Conversational Faux Pas
Referring to your older clients in an offensive way is one thing. However, there are other conversational landmines that you should avoid.
Stay away from phrases such as, “you look great for your age,” “you don’t look like your age,” or chalking something up to someone’s “old age.”
These phrases can be offensive to older clients and cause embarrassment for yourself if one of your clients addresses what you’ve said.
Understand that all of your clients are at different stages of life and maintaining a positive outlook has great benefits for your clients. We’ll further discuss these benefits later on.
Practicing Patience with Your Older Clients
When talking to seniors, it’s very important to never talk down to them or be condescending. A lot of the information you share with your clients will probably be brand new to them. For many, this could be their first time buying a Medicare insurance plan. You may have to go over the same information more than once, but you shouldn’t let this frustrate you. Try to remember to always practice patience and stay calm.
You can ask your client every so often if they need further clarification. If and when they do, try to explain what you were talking about in a different way than you did the first time. If they’re having trouble following you, repeating the exact same explanation may not get you anywhere. Think outside the box — use analogies and examples when possible.
These suggestions may take practice, and it might be hard at first to not clench your teeth in frustration. The best way you can combat impatience is to empathize with your client and put yourself in their position. Treat them the way you’d want to be treated if you were trying to purchase a health care plan.
Avoiding Elderspeak
One major offense an agent can make when talking to older Medicare clients is falling into elderspeak. This is the tendency to use patronizing language or simplified words when talking to seniors or addressing them with names like, “sweetie” or “dear.” If you find yourself using a high-pitched voice, you might be using elderspeak.
Many seniors maintain the same vocabulary they had years ago. There’s no reason to assume someone over the age of 65 needs simplified words or phrases any more so than younger individuals. Older adults may take elderspeak as an insult, not as being kind, so do your best to avoid using it.
Older adults may take elderspeak as an insult, not as being kind, so do your best to avoid using it.
Studies have even shown that patronizing seniors because of their age can be detrimental to their quality of life and have a direct impact on how long they will live. Elderspeak can affect the mental health and physical health of individuals. It’s possible you might be using elderspeak without even realizing it, but you should make a conscious effort to interact with your client as an equal (or even wiser) adult.
Decisions Equal Empowerment
As an insurance agent, it’s your job to guide your clients through the decision-making process. It’s important that you don’t make a decision for them or assume you know what’s best for them. For seniors, being able to exercise choice can lead to a greater sense of confidence and self-esteem. It also helps them feel empowered to be more proactive in life.
Being able to exercise choice can provide seniors with a greater sense of confidence and self-esteem and help them feel empowered.
Allowing your clients to make decisions for themselves is also imperative in regard to compliance. Your input should always be regarding what plan you think, in your opinion as an experienced professional, is the best fit for your client. It goes against the Medicare Advantage & Part D Communication Requirements to say that one plan is the “best” or that your client must pick one over another. Let your clients be the ultimate decision-makers.
You may find that some of your clients wish to have someone else at the meeting, just to have another set of ears retaining information. If your client does bring someone along to the appointment, such as one of their children, be sure to speak directly to the client choosing the plan.
It can be frustrating for seniors when questions that should be addressed to them are directed toward someone else. By not asking your clients questions that have to do with their wants and needs, you can cause them to feel like you think they’re incapable of answering questions or understanding the information on their own. Your client is the one purchasing the insurance plan after all. Make sure the tone of your conversation reflects that.
Putting all of these tips into practice and making a conscious effort to communicate with seniors the same way you’d interact with any other adult will benefit you in the long run. It can even help to boost your sales and avoid awkward situations.
For assistance navigating difficult client scenarios and sales advice, register with Ritter for free and speak with our Sales team!
Not affiliated with or endorsed by Medicare or any government agency.
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