Many people are convinced that while everyone else is aging, the person they see in the mirror every morning is magically aging at a slower pace. A study from the University of Zurich determined older adults often avoid the negative stereotypes of their age group by distancing themselves from their age group. Another study, from Columbia University, found considerable evidence that when confronted with negative age stereotypes, older adults tend to distance and dissociate themselves from this stereotype. In most cases, people say they feel about 20% younger than they really are, according to Michigan State research. Beginning at 50, many say they feel about 10 years younger. So if you treat senior clients like old people, they’ll treat you like an interloper.