Then somewhere between 18 months and two years after retirement, the couple go to see their financial adviser and the roles have undergone a radical transformation. This switch is something all marketers of big ticket items--whatever the category--need to be aware of and address, if they hope to connect with the traditional leading-edge boomer and beyond couple.
According to Helena Ruffin and Rose Greene, financial pros affiliated with LPL in Southern California who specialize in the boomer and beyond demographic, it’s classic.

The husband, pried loose from the demands and identity of his big job, spaces out on finances. The wife, disillusioned or scared as the flotsam and jetsam of financial effluvia begins floating to the surface, switches into hyper-gear, taking control. Both suffer what the gals refer to as “cognitive slippage.” His plays out as a diminishment of male ego and a fading away. Hers plays out as obsessive worry, chewing over everything from the biggest picture to the tiniest detail.

Whatever the field or industry-- whether one-on-one with a customer or client across the desk or showroom floor, or back in headquarters working out a strategic communications strategy--the dynamics that ensue must be anticipated and handled by the savvy marketer.
Here are some insights and tips from the front lines of the high-end traditional boomer and beyond arena.

• For starters, there’s an opportunity here. For often at this point, the couple decides to change financial planners and/or the insertion of the woman changes the dynamics considerably.

• Address her underlying fear. According to Ruffin and Greene, every female client, no matter what their financial reality, is always “10 degrees from being a bag lady” mentally. Even if objectively the couple has more than enough resources, take her concerns seriously, and be prepared to reassure her in every conversation.

• Don’t let it get mean. When she gets scared, she gets emotionally abusive to her spouse and support staff. Think Judge Judy and Doctor Ruth, and cut it off at the pass.

• Give kudos where due, but be honest. He did his best but “things happen.” Especially in economically challenging times, she is likely to be disappointed. And even in the best of cases, there’s often unclarity and confusion. Help him restore his ego, but provide both with tough love and the truth.

• If you want things to go as smoothly as possibly, you should take Cherie Kuick of Neuberger Berman’s advice: you should have been taking her golfing, too, all along. And if she doesn’t golf, it’s never too late to start developing a taste for high tea.

Carol Orsborn