April 8, 2011 — From a marketing and sales perspective every timeshare developer should consider a strong, professional and aggressive ‘in-house’ outbound e-mail campaign for not only prospecting purposes but to keep in touch with those who’ve toured but did not purchase.
E-mailing, without question, is a ‘marketing/selling’ strategy (tool) and when done properly will generate more ‘tours/sales’, etc. But, like all marketing and sales situations, e-mailing first and foremost requires the same tactics and techniques used in and/or during all F2F (or over the phone) marketing/sales situations.
Many developers concerned about costs, however, seem to continually overlook this viable tool, in part because of that incorrect marketing and sales assumption in ‘the biz’ that ‘the problem with using e-mails (and the Internet) is that doing so empowers the consumer.’
That argument is just plain wrong! It is as if to suggest that one bright and sunny morning when the birds and bees were busy fluttering about and rainbows abounded everywhere all ‘consumers’ miraculously woke up that morning and magically became somehow different consumers than they were the day before, last week, month, year, decade, generation or a century ago.
And as a really poor example of effecting ‘e-mailing’, to this day, consumers are going to their in-boxes and reading about that wealth waiting for them in “Nigeria”, and as badly as those are mostly written those consumers continue to respond and send off their money.
I’m not suggesting developers ‘spam’ consumers, but as long as they ignore e-mailing as a necessary and viable marketing and sales tool they eliminate a proven system from their arsenal that will increase tours, generate more revenue and when done correctly, at reduced costs.
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©2011 Inside The Gate