July 13, 2012 — There once was this controversial Greek chap who lived a very long time ago who was, as you might guess, a philosopher. His name was Diogenes of Sinope and it is said that he would often roam the streets by daylight carrying a lit lantern claiming he was in search of the elusive ‘honest man’.
Recently, while pondering Diogenes’ antics and rumored philosophies, I began to see correlations between some of his perspectives and certain widely held negative impressions and/or the reputation of the timeshare industry— but not from the ‘biz’ side of the equation.
No, not at the developers, marketers or the sales reps level. I’m talking about the negativity that originates from the sales guests themselves and how all too often it is they who are the ‘great deceivers’ and/or ‘evil-doers’ and if it weren’t for their actions our industry status among the general public could be much better. And, oh, net sales volume would increase as well!
As is widely acknowledged, and with few exceptions, sales guests always show up (including ‘owners’) at a timeshare sales presentation with preconceived notions and they usually have that flimsy little ‘pact’ that (e.g.) regardless of what they learn, what they may discover they like, want, can afford and enjoy they are not going to buy anything!
From the meet and greet phase all the way through to showing the dollars and cents, all is usually going well between the rep and the sales guest. But once the money is laid out on the ‘table’, so to speak, this is where, from the prospects’ perspective, things can get ugly and that so called ‘pressure’ rears its head.
Although the sale guest has been deceptive from the beginning by forming that pact, etc., the fact of the matter is that the timeshare sales process is normally so ‘smooth’ and absent of any pressure whatsoever that the prospect(s) usually drop their guard until they are asked to purchase. And that is when they scramble and their deceit once again comes into play.
It is as if they believe that all they have to do, at the appropriate moment, is provide the rep any reason whatsoever for why they won’t become an owner ‘today’ such as (e.g.) ‘…looks great Bob but we never buy anything on the spur of the moment…’; and then expect that the rep will stop ‘selling’ (or closing), give them their gifts, walk them to the door and thank them for their time.
Of course, that is not what the rep (or closer) does. Instead the Pros follow a proven sequence that is designed to qualify, isolate and box the stated reason (aka: the objections and/or conditions) for why the sales guest(s) declined the initial ‘offer’. And once the sales guests find themselves in that corner it is ‘they’ who feel the pressure that ‘they’ created from being less than truthful in the first place.
I actually don’t blame these sales guests because this is ‘our’ playing field and that particular ‘pressure’, including the objections/conditions, can and should have been eliminated during the breaking the pact phase. But sadly that critically important sequence usually fails miserably because it was handled by ill-trained front-end reps.
Conversely, when breaking the ‘pact’ is done correctly and thoroughly 95 + % of the time, whether a guest purchases or not, they’ll never walk away feeling ‘pressured’! And they will surely stop being lying sales guests from Hell with their standard objections and/or conditions that always ‘bite’ them on the back end.
And as I mentioned, by breaking the ‘pact’ correctly sales numbers will not only increase notably but of those prospects who do purchase the rescission ratio will drop significantly because being ‘pressured’ will not come back to haunt them the next day…
The bottom line to this proven and highly successful sales technique is to simply beat the sales guests at their own game and eliminate their opportunity to lie.
Email Scoop: [email protected]
Copyright Inside the Gate. All rights reserved