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A Disability-Friendly Business

Why the Disability Community?. 1 in 5 Americans (54 million)$1 trillion in income $220 billion in discretionary income$80 billion on travelMore spending power than other niches"Marketing reaches 4 of 10 consumersDemonstrated brand loyalty"By 2030, 71.5 million over age 65. Who is Doing I

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A Disability-Friendly Business

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    1. A Disability-Friendly Business James Emmett May 5th WSCCI Foundation

    2. Why the Disability Community? 1 in 5 Americans (54 million) $1 trillion in income $220 billion in discretionary income $80 billion on travel More spending power than other “niches” Marketing reaches 4 of 10 consumers Demonstrated “brand loyalty” By 2030, 71.5 million over age 65

    3. Who is Doing It? Toys R Us AT&T Bank of America Wells Fargo Jitterbug Walgreens Best Buy Lowe’s

    4. Market Tips Do research with people with disabilities to orient your material development and marketing strategy. See the Harris Survey conducted for the National Organization on Disability (www.nod.org) for a good starting point. Test your marketing approach and products with people who have disabilities. Sensitively integrate graphics of people with disabilities into design. Learn about how people with disabilities prefer to be portrayed. Be sure to reflect the diverse needs of the disability community. Think how to reach people with disabilities through multichannel mainstream outlets. Go beyond special-interest magazines and websites to national TV, radio, cable networks and mainstream publications. (www.thinkbeyondthelabel.com)

    5. Interacting with a Customer who Uses a Wheelchair Do not push, lean on, or hold onto a person's wheelchair unless the person asks you to. The wheelchair is part of his or her personal space. Try to put yourself at eye level when talking with someone in a wheelchair. Sit or kneel in front of the person. Rearrange furniture or objects to accommodate a wheelchair before the person arrives. Offer to tell where accessible rest rooms, telephones, and water fountains are located. When giving directions to a person in a wheelchair, consider distance, weather conditions, and physical obstacles (curbs, stairs, steep hills, etc.).

    6. Interacting with a Customer who has a Hearing Impairment Let the person take the lead in establishing the communication mode, such as lip-reading, sign language, or writing notes. Talk directly to the person, even when a sign language interpreter is present. If the person lip-reads, face him or her directly, speak clearly and with a moderate pace. Do not position yourself in front of a window or harsh light or the person who is deaf or hard of hearing will have difficulty seeing you. With some people, it may help to simplify your sentences and use more facial expressions and body language

    7. Interacting with a Customer who has a Speech Impairment Pay attention, be patient, and wait for the person to complete a word or thought. Do not finish it for the person. Ask the person to repeat what is said, if you do not understand. Tell the person what you heard and see if it is close to what he or she is saying. Be prepared for various devices or techniques used to enhance or augment speech. Don't be afraid to communicate with someone who uses an alphabet board or a computer with synthesized speech.

    8. Interacting with a Customer who has a Visual Impairment When greeting the person, identify yourself and introduce others who may be present. Don't leave the person without excusing yourself first. When asked to guide someone with a sight disability, never push or pull the person. Allow him or her to take your arm, then walk slightly ahead. Point out doors, stairs, or curbs, as you approach them. As you enter a room with the person, describe the layout and location of furniture, etc. Be specific when describing the location of objects. (Example: "There is a chair three feet from you at eleven o'clock.") Ask permission to interact with a guide dog. The dog is responsible for its owner's safety and is always working.  

    9. Interacting with a Customer who has a Cognitive Disability Keep your communication simple. Rephrase comments or questions for better clarity. Stay focused on the person as he or she responds to you. Allow the person time to tell or show you what he or she wants.

    10. Contact Me James Emmett DisAbution Inc. APSE HR Connect Corporate Development Consultant www.apse.org james@apse.org emmettx4@aol.com 574-808-9779 http://www.linkedin.com/in/jamesemmett21 http://www.twitter.com/JamesEmmett21 http://www.facebook.com/Jamesemmett

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