September 7, 2012 — Many Timeshare Pros involved in ‘Street’ marketing believe they have a scant 8 precious seconds to grab each potential sales guest’s attention as they pass by their location. I believe that if the hawkers are solely waiting for these prospects to be within sound of their voices then 3 seconds is more realistic. In either case, their tactics are losing the lion’s share of the qualified market passing by!
So here’s the scoop. As an example of just one region in the timeshare sphere, nearly 40 million tourists stroll up and down the legendary Las Vegas Boulevard (aka: ‘The Strip’) each year and while they are out and about these visitors will all likely pass one or more OPC location and do so several times during their vacation.
As part of my illustration it is also estimated that 80% of all US citizens claim to be Christians and as such I’m pretty sure if those same 40 Million visitors to Las Vegas were asked if they, too, are Christians the percentage (80%) would be pretty darn close.
If my assertion is correct and if the visiting Christians to LV were all invited by the same method as a standard Timeshare OPC hawker to attend a ‘90 minute informative get together’ about Jesus then I further believe the promoter(s) would stand a better chance in Hell of getting ice water than luring all those ‘believers’ to accept the offer.
Obviously those followers of Jesus are on vacation and have only so many hours available while in town. But the important question is: Are they all really too busy for a brief meeting about eternal salvation, to hear the Word of God, to learn more about the teachings of Jesus all the while giving thanks for their blessings and lives as they praise the glory & magnificence of the Almighty?
Now don’t accuse me of blasphemy because I’m pretty sure that by using the Timeshare marketing model the results would be the same ‘hawking’ U.S. citizens visiting Vegas who reportedly ‘support the troops’.
And if Uncle Sam had a booth on Las Vegas Blvd and invited those within the enlistment age (17-42) to a ‘90 minute informative get together’ to learn more about the benefits they’d gain while serving their nation, most potential recruits would decline the offer as well.
Surely, in either situation there would be ‘takers’. But I also believe that the percentage of those devoted to the Lord and/or Country who would accept those offer(s) would actually be similar to any Timeshare OPC operation working the ‘Strip’ (or anywhere) inviting visitors to a ‘90 minute informative get together’ timeshare (vacation) presentation.
And therein is an extremely powerful marketing lesson that every timeshare marketing entity needs to ponder and then accept, which is that it never matters how marvelous or noble an offer may be or sound.
What matters foremost is the manner and first impression in which said offers are presented, and even though most OPC locations are producing results they are also, by their mere design and the staffs assigned to them, turning off more potential prospects as they approach the ‘booth’ which of course has a direct correlation to the quality and/or lack thereof of every timeshare developer’s tours and the net sales results from those sales guests.
The moral to the story is quite clear. Long before those 8 (or 3) seconds when the ‘thumper’ gives a shout-out (e.g.) ‘Hey, where are you folks from…’ the prospects have, in most instances, seen the ‘Tourist information’ booth/sign before they are within the hawker’s voice and have already made a decision about what the deal is. That is why nearly 100% of the time they continue to pass on by regardless of what the hawkers spew out.
As with the moral, the solution is also quite clear. Upgrade the location (design), the personnel and the signage and mark my words the result will not be any less than these OPC locations are producing anyway and marketers/developers just might discover that by sprucing things up a notch or two the quality of the ‘takers’ may be, well, more desirable.
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Contributing sometimes extravagant, bombastic, emotional, pompous or even pretentious writings about the timeshare industry, Scoop covers an array of industry related subjects each week including inside information, tips, scandals, interviews, forecasts as well as new (good or bad) products and services--- and, of course, all the 'Good', the 'Bad' and the 'Ugly'.
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