October 4, 2013 — Over the course of the past three decades in the timeshare industry, having been involved in every aspect of sales, marketing, training and all levels of management, I can state with 100% confidence that I have sold and/or overseen the selling of a whole lot of Paradise. And because that is true I will also state for the record that contrary to what is taught by many in ‘the biz’ – selling slices of vacation time IS NOT purely an ‘emotional’ sale!
So Here’s The Scoop: There! I said it and I’m glad I did! Yet I don’t want to confuse anyone because there are ALWAYS emotions involved – from the consumer’s perspective – when they purchase ANYTHING that costs them more than a few shekels, so to speak.
And for the record I’m not suggesting that it isn’t important to suggest to a (e.g.) married couple who are sales guests that by vacationing each year at exotic locations and experiencing and enjoying superior upscale accommodations they can rekindle the romance, spend quality time with the kids, etc.
Those are ‘heart-strings’ and are surely part of the sales equation. However when any sales presentation focuses on all those ‘feel-good’ aspects of any product or service they are ‘pitching’, the potential buyer senses those false promises (aka: Little White Lies) and because they know better, the majority aren’t buying the ‘heat’!
Indeed most prospects understand otherwise, with crystal clarity, the moment it (the lie) is suggested: Owning a Timeshare will NOT save their marriage, it will not lower their blood pressure; it will not cure their other health problems; it will not improve their status in life; and owning a timeshare, under any circumstances, will not cure baldness!
What all sales guests want to know is what will the ‘product/service’ do for them; how does it work, can or will they use and benefit from said product/service and if so is it affordable. In other words, they seek – as we all do – the truth and the proof!
And in any sales presentation, regardless if it’s slices of Paradise or ball bearings, those two rarest and most prized elements of persuasion (truth & proof) are what is surely lacking in most sales presentations — especially in the Land of “Endless Vacations”.
So for all you naysayers let me prove it by also asserting that selling our vacation product/service, at its core, is pretty darn simple and if it were explained in the following manner (and absent ‘costs’) I’d submit NLT 75% of every adult who heard the ‘pitch’ would sign on the dotted line!
“John and Mary, as an owner/member you get to travel 1 or 2 weeks every year on vacation and you folks will be enjoying fully furnished studio, one-, two- or three-bedroom beautifully decorated vacation suites with every imaginable modern amenity possible.
“Plus you can bring the kids and friends, who’ll have their own private bedrooms and bathrooms, too. And you can enjoy your vacations in most U.S. States including Hawaii, California, and Florida as well as in several provinces in Canada, all over Mexico and the rest of Latin America and throughout the entire Caribbean, Europe, the Orient & Australia.”
That of course was a condensed version — but it was also the flat out truth and at the same time it contained ‘emotional’ components, but not of the false variety like “you’ll grow closer together owning a timeshare plan.”
Selling those other false or hopeful emotions is akin to discussing religion and/or politics with total strangers and we all know where that often leads?
Now, after selling the ‘truth’ all the savvy sales rep has to do is prove it, and that proof is always contained in the ownership (and exchange) ‘DOCS’ — or as I’ve always taught TS reps: Make absolutely sure – at the beginning of each presentation – to do the following.
“John and Mary, I promise I’m not going to try and ‘sell’ you anything today. I’m just going to share with you the same information about a far superior way to enjoy your vacations that millions of folks just like you have been experiencing for darn near 50 years.
“And I promise you folks I will not only tell you the truth, the fact of the matter is that if you like the vacation plan and if you see the value for your family, everything I say is actually backed up in writing — and you’ll be able to see the proof for yourself…”
Good Luck Out There!
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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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