There will soon be 200% more people in the U.S. age 65 and older than the current population of Canada¹. A woman age 65 and older who sidesteps cancer or heart disease will probably see her 90th birthday².

Without a doubt, the senior market is expanding and we can provide an invaluable role. We can help them prepare for retirement. We can help during their retirement years. We can help them when they’re in the workforce, remarry, and “adopt” children. We can even be there for emotional support when they run the Boston Marathon.

In this chapter, you’ll learn all of the ways that you can help the consumer by utilizing good sound common sense approaches and by addressing the consumer’s needs first, second, and third above everything else.

You will learn how to help them in pre-retirement and post-retirement planning and how to address their financial and insurance concerns. You’ll also learn why we must be sensitive to product complexity and buyer competence.