If you were asked to name the perfect client, most financial advisors would agree that it's the senior client. They are punctual, loyal, pay their bills on time, do what they say they are going to do, and they tell their friends about you. And they control much of the nation's wealth. Perfect indeed.
What are you doing to make sure your senior clients can get to your office with ease and feel comfortable once they are there? Is your office and its surrounding environment designed for accessibility, convenience, and enjoyment? The senior client -- even the younger senior -- may be experiencing aging issues that need to be taken into consideration if you want to become their favorite advisor.
1. Parking. Most businesses have handicapped parking spaces, but how close is the nearest handicapped space to your front door? If it's at the end of the strip and you are in the middle of the strip, you could have a problem. If possible, designate a space with your company name on it. When setting up appointments, be sure to tell your senior clients to park there. Is the sidewalk leading to your office door in good condition and clear of barriers such as bike racks, delivery trucks, newspaper boxes, and the like? Is the ramp cutout in the curb clearly indicated and easily accessible? Is the ramp near your office or down the road near the distant handicapped parking? Discuss the situation with your landlord and find out what options are available.
2. Location. Seniors like to combine several stops in one outing. Is your office located near other businesses or services that seniors use, such as restaurants, grocery stores, libraries, churches, public transportation? If you are conveniently located, promote this fact in your marketing and advertising materials.
3. Open-door policy. A heavy door can seem like a locked door to someone with minimal upper body strength or someone who is encumbered by a wheelchair or walker. If an automatic door is not an option, place a discreet, professionally printed sign on the door offering assistance. Better yet, since you know when your client will arrive, have your assistant keep an eye out for them and greet them at the door. Keep in mind that round doorknobs are more difficult to operate than the lever type, which are inexpensive and easy to install.
4. Welcome relief. Upon entering, the senior should be greeted by name. Make sure there is a clear distinction between the flooring, carpets, and any changes in floor levels. Remove any scatter rugs that could impede a walker or wheelchair or cause your client to trip. Is the reception area bright with natural light and lamps that are turned on, yet not glaring? When was the last time you changed the artwork on the walls? Take a hint from retail stores: Move items around from time to time. It makes everything look new. How old are the magazines in your reception area? Are they of interest to a senior, or are they all about your own hobby? Generic reading glasses are a thoughtful touch as is a clean blanket or throw within easy reach. A small writing table may be a good idea.
5. Have a seat. Is it easy to get in and out of the seating in your waiting area? Big, cushiony couches are often difficult for seniors to get out of. Opt for sturdy chairs with backs and arms that provide support for the senior when pushing themselves out of the chair. Back support can be improved with an attractive pillow. Make sure the chairs are firmly "planted" so they don't move as the person gets up.
6. Comfort station. Restrooms should be clearly indicated using white signs with black letters in a block-style font. The pathway to the bathroom should be clear and unobstructed. The restrooms themselves should be equipped with a handicapped toilet seat, grab bars in the stalls, and paper towel dispensers lowered for easy access from a wheelchair. Consider installing a water fountain and a counter low enough for a wheelchair-bound person to reach. Train your staff to accommodate the senior client. Ask your client whether they are comfortable, if the room temperature is too hot or too cold, and offer them something to drink. Be sure your tone (or your staff's) is welcoming, but never condescending.
7. Time sharing. Remember that the client's time is just as valuable as yours. Don't keep them waiting. Seniors are likely to be early for the appointment, so plan accordingly. When you work with a senior, it may take a bit more time. They like to talk about their children and grandchildren. Likewise, your family photos should be visible. Be patient and kind. Anyone can write an application for a policy, but not everyone can be a pal while they write it up. Take the time to listen, ask questions, and be authentic in your responses.
8. Senses and sensibility. Seniors face many challenges. They can be hard of hearing, so keep extraneous noise to a minimum. This includes your office phone and cell phone. They may have speech problems, so have a pen and paper handy, and offer them with a smile. They may have vision and mobility issues, so offer to call a cab, help them to their car, or make a phone call for them.
You want your office to be the office that serves seniors better than anyone else in town. After all, you want to keep these perfect clients perfectly happy for years to come.
Sue Cunningham, CSA, CM is president of Senior Resources Group Inc., an organization that guides seniors and their adult children facing aging issues. The author of "Unwrapping the Sandwich Generation," Ms. Cunningham has appeared on national television and radio and has hosted a television show for seniors. For more information, contact Ms. Cunningham at 757-496-4722 or sue@seniorresourcesgroup.com or visit www.seniorresourcesgroup.com or www.speakingonaging.com.
