Most Of Our Customers Aren’t Computer Savvy & Prefer The Personal Touch

Um, is this really a reason? Because on the flip side of this coin, what do you say to the greater number of people who do use a computer yet can’t find your business because, wait for it . . you don’t have a website?

Accommodating customers who don’t use a computer at the expense of those who do, is marketing suicide.

Especially when you take into account that the fastest growing demographic related to computer literacy is between the ages of 50 and 75. This means that seniors actually do use a computer (even if it was out of necessity during a global pandemic).

And to wrap this point up in a bow, the baby boomer demographic also has the highest percentage of disposable income. So why in the world wouldn’t you want to do everything in your power to gain the attention of this audience?

Part of me is thinking that this is objection is just an excuse for not having the slightest idea how to go about establishing an online presence for your business. And there’s nothing wrong with that. But it brings me to the point about lifelong learning – for you as well as your customers who supposedly don’t know how to use a computer.

The Benefits of Using a Website in Pursuit of Lifelong Learning

Have you ever considered that you’re doing your customers a disservice by not being online? Think about it – your website would introduce them to a technological resource that they might otherwise think is out of reach. Learning how to access it would be a constructive life skill and a source of mental stimulation. I’m not making this stuff up.

Research shows that our intellectual aptitude doesn’t necessarily decline as we age and that learning multiple real-world skills increases cognitive abilities in older adults.

Non-formal learning raises older adults’ psychological wellbeing between 4 – 11% and “regular internet use has been shown to reduce the risk of dementia because it helps improve cognitive functioning and memory skills.” (Source)

If seniors can successfully learn how to use a computer, surely you can learn how to move your business online and manage a website.

The Personal Touch

By objecting to the use of a website for your online business presence because your existing customers don’t know how to use a computer, one could argue that you’re actually denying them the real-world opportunity of embarking on a learning journey that may very likely improve their quality of life. (Says the research, not me.)

Your would-be website could be the gateway into a landscape that would open doors to all kinds of everyday advantages. Not to mention an open door to a customer base that is currently beyond your reach.

I challenge you to re-think this reasoning and keep an open mind about the potential of your customers as well as the sustainability and potential growth opportunities for your business. And if you’re genuinely concerned about their need for the “personal touch,” you’ll find a way to hold their hand through the process.

A Little Empathy Goes A Long Way

Don’t lose sight of your business goals by avoiding difficult choices and unfamiliar territory. A website can reap numerous benefits to both you and your existing customers, regardless of how savvy (or not) you both are.

Digital literacy, lifelong learning, and deferring the creation of business assets to specialists are all stages along the business narrative. And learning to embrace change is part of the journey (for your customers as well).

Using the rationale that you’re protecting existing customers by not moving your business online will require a more thoughtful stance after reading the literature that highlights the health benefits of using a website for any number of everyday applications.

A little empathy might go a long way the next time you’re asked about why you don’t use a website.