August 26, 2011 — I literally woke up in the wee hours one recent morning in near terror and cold sweats, dreaming that I had been the one responsible for, IMPO, the devastating sales numbers reported by Bluegreen Resorts in their most recent ‘public report’ for the 2nd Q 2011.
In that announcement the company declared a “new prospect sale-to-conversion ratio of 10.2%”, meaning that out of a total of 26,966 very expensive prospects who visited one of the company’s sales centers during that quarter fewer than 2,800 of those prospects purchased from the ‘front-line’ sales folks, resulting in an average purchase (contract) price of $12,250.00.
As such it would be reasonable to assume that over the next 12 months Bluegreen will have approximately 97,000 prospects preview their vacation ownership plan, their 57 (+ -) owned and/or managed properties. And many sales guests will then decide that they don’t like or ever want to travel or take vacations, visit exotic destinations, take the kids to Orlando, vacation in superior accommodations or enjoy romantic destinations such as the Hawaiian Islands, the Caribbean, etc.
That is a staggering 89.8% of every sales guest (aka: prospect), every single day, all week long, month in and month out, year after year who’ll decline to participate. You’d think those results should be totally unacceptable and heads ought to roll, so to speak.
But maybe the problem is not the marketing and sales folks. Instead, perhaps it has something to do with the way the company is managed, the ‘corporate’ philosophy and how the sales reps are instructed and/or trained on ‘selling’ the benefits and/or advantages of a Bluegreen timeshare ownership plan?
For example, on the corporate website under the heading “How Vacation Ownership Works” where ‘corporate’ informs visitors who may be interested in acquiring an ownership (interval) interest, it says, right out the chute: “You purchase your future vacations at today’s prices…”
I could surely go on a diatribe here. Marketing, sales recruiting and training issues aside (for now), if Bluegreen or any TS sales organization is still pitching the old ‘future vacations at today’s prices’ garbage as a significant feature then it’s no wonder they can only convert (aka: sell/close) at a 10.2% ratio.
And then there is that word “purchase” that they are using. It makes me shudder. But I won’t waste anyone’s time today explaining why there are better verbs/nouns to be used because ‘they’ will likely not care anyway.
And as long as the top of the corporate food-chain is well fed then why in the hell change and/or improve anything even though the majority of the ‘front-line’ sales reps are not fairing as well?
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