It’s a fact of life that, as baby boomers grow older, dealers will encounter more and more elderly customers.
While customers in their 70’s, 80’s and 90’s bring a wealth of experience to vehicle buying and ownership, have the security to afford what they want and the ‘know how’ to find it, these customers can also bring unique challenges for dealers.
We often receive calls from members who are being criticized, usually by the extended family of such customers, over deals they have made.
While the complaints sometimes deal with issues of “capacity”, for example, the family feel the elderly customer was not able to make the “right” decision, have made a “bad” deal or picked the “wrong” vehicle, in many cases it may just be that the adult children, and other family members, are unhappy that their aged relative is “spending their inheritance”!
How are dealers supposed to treat their elderly customers?
With respect. They have contributed their entire life to our society and its economy and have the right to make purchasing decisions like any adult.
How are dealers supposed to respond to the family?
With caution. Remember, they are not your customer, the buyer is. Because of privacy concerns, there is little you may be able to even discuss or disclose to the family, unless the buyer gives you permission, preferably in writing, to do so.
On the other hand, in some cases, the family may be able to produce legal documents, court orders or “powers of attorney” that have some bearing on the issue of your customer’s mental “capacity”. If that is the case, make a copy of the documentation and call the UCDA Legal Department before proceeding.
What issues do dealers need to be alert to?
Be sensitive to any customer who seems confused, distracted or suffering from some disability that appears to affect their ability to understand the ‘to and fro’ of the negotiating process. This is good advice at all times, but especially so when dealing with the elderly consumer.
Be sure about the status of your customer’s driver’s licence and / or insurance. The MTO will suspend the licence of anyone unable to drive safely due to age related or other impairments (in particular for drivers over 80).
The Ontario Consumer Protection Act, 2002, contains specific warnings to businesses to be alert to consumers who are vulnerable and to avoid unfair or “unconscionable” sales. Such deals must be cancelled and all money refunded or can lead to claims for damages and / or fines.
Keep in mind that for many seniors, a motor vehicle is both the symbol of, and the means to, an independent life. It guarantees their mobility and access to travel. All your customers have the right to shop and make purchasing decisions in peace, free from interference by anyone.
On the other hand, if you are ever concerned about any of the issues raised in this article, call the UCDA Legal Department (416) 231-2600 or 1 (800) 268-2598 before you proceed.