Are you meeting a friend for lunch? According to "The Farmer's Almanac," if you are American, you will probably touch each other twice an hour. If you are English, you may not touch each other at all. If you are French, you might touch each other 110 times an hour, and if you are Puerto Rican, you just might touch each other 180 times an hour. WOW!

Obviously there are cultural differences in communication styles, but studies agree that touching is important to human development. Does touch play an important part in sales? Yes, it does, especially to seniors, but this unique sales element can be applied to any age group as long as it is done tactfully.

This important element of touch is sorely lacking in seniors' lives due to either being empty nesters, retired, widowed (or a combination of all these). This translates into fewer occasions for social interactions, thus there are simply less opportunities for touch to occur.

Knowing this gives you some tremendous sales advantages when selling to seniors. You can endear yourself to these customers by using touch in a friendly way that will be appreciated. First, always greet seniors with a firm handshake to let them know how glad you are to see them. Next, during your conversation, occasionally touch their hand or arm when making a point. This not only shows friendliness, it helps to keep their attention focused, so they don't miss any important points. Lastly, as you prepare to part company, again offer a firm, friendly handshake. This is the "traditional" way of doing business that seniors really long for.

Human touch is vital. With it we thrive, without it we wither. In this case it's great sales medicine that brings very positive results.

Seniorized Factoid: Touch the seniors, and you touch sales success.

Published: November 29, 2002

Use of this article without permission is a violation of federal copyright laws.

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Gary Onks, founder of Sold On Seniors, Inc., is an author and marketing consultant who has been featured in The New York Times, The Chicago Tribune, The Washington Times, CBS Radio Marketwatch, Microsoft bCentral and other publications. His book "How You Can Reach & Sell the $20 Trillion Senior Marketplace" is acclaimed as "the 'Art' of pleasing senior customers." Onks has sold millions in goods directly, one-on-one to seniors. His experience includes serving as executive director of a large retirement community and selling to seniors for over a decade. His trademarked Seniorized marketing methods deliver exceptional results. You can reach him at 800-416-8785, GaryOnks@SoldOnSeniors.com or at his website www.SoldOnSeniors.com.

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