November 4, 2011 — Remember back a few decades when the industry wanted to shed the word ‘timeshare’ and/or ‘timesharing’ and great debates were held industry wide as to what word or theme should be used to replace a ‘tag’ that had by then already been associated with negative perceptions by consumers?
All sorts of catch phrases were tossed around and some stuck, such as vacation ownership, fractional, club(s), private-residence, etc. Yet through it all, in the mind of the general public (and most the industry), nothing really worked and the population at large still clings to ‘timeshare(s), etc.
Most epiphanies are often the end result of a long process of thinking, experiments, etc. and recently, after laborious pondering going back many years, I realized which ‘tag’ (and theme) would best fit our industry, product and services and should be implemented immediately.
As an illustration, during every sales presentation reps should demonstrate, perhaps with a ‘Wall Tour’ hosting a collage of quality photographs of their resort, beautiful private jets, yachts, luxury 40-Ft Motorhomes, race horses, fine cars such as a Bentley, a Rolls, Ferrari, Lamborghini, Leblanc, Porsche, Mercedes-Benz, etc. In the real world a timely fact is that if money were not an object most people would prefer access to and the use of such luxury products, services and lifestyles.
The problem is that for most folks (‘most of us’) such luxurious lifestyles are a faint dream and completely out of reach. That is, until our industry coordinated a worldwide (here comes the tag) ‘Asset Partnership Network’ (APN) so that folks (‘like us’) can experience and enjoy a lifestyle once reserved for the very wealthy!
Sure it is a ‘twist’ to an already used approach, but it is timely as those aforementioned luxury items are indeed being acquired on a ‘partnership’ basis. That and the fact that the middle class (aka: most sales guests and would-be buyers in our sales centers), which continues to be squeezed financially, can maximize their dollars, lifestyles, vacations and hell, get even, too, by belonging to an APN!
Now you reps talk amongst yourselves, get an attitude and start selling the full benefits and features of asset partnering and should anyone not ‘get it’ then continue selling those ‘timeshares’ and let me know how that is being perceived by your prospects!
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©2011 Inside The Gate