June 27, 2014 — If it is true that about 85% (+ or -) of all timeshare buyers are married couples and that among married couples in the USA there seems to be a documented divorce rate running around 50%, then should timeshare developers with companywide YTD closing ratios below 20% (net) deem all married couples between the ages of (e.g.) 25 through 70 who have the minimum required incomes, etc. as qualified sales guests?
So Here’s The Scoop: Well, it’s sort of a yes and no answer because lo and behold just about everything you want to know about married couples in general, including those who divorce, is available online for review and consideration.
And the content is from reputable sources such as various government agencies and their studies, university reports and their research as well as opinions and theories from church groups, psychologists, psychiatrists and those ‘help’ groups, etc.
Having digested many of those statistics, reports and studies recently I did find a few surprises like, for example, among those people in their 3rd marriage – according to the published data – NLT 70% will divorce. OUCH!
I also learned that often the person seeking the divorce plans it well in advance before their significant other has a clue as to whatzup. And in other situations both parties know the divorce is heading their way but for reasons ranging from the kids to finances, etc. they put off doing so, remain a married couple sharing the same home, etc. and this arrangement continues for as long as a year or two & sometimes longer.
Big among the causes of divorce are, but not limited to: Adultery (infidelity), finances, substance abuse, physical or mental abuse, lack of communications, religious or cultural differences, being generally incompatible, work schedules that don’t coincide with the partner’s. There are also political/social disagreements when one partner is or becomes a (e.g.) far left or far right minded person and there are differences with regards to the raising of children and/or the overall family lifestyle and so forth.
Something else I learned was that in some marriages there is often one spouse who is a cunning and manipulating sociopath – or compulsive liar – (aka: pathological, habitual or chronic liar) and those ‘life-partners’ can be very charming, charismatic all the while lying incessantly to get their way with little concern, regard or respect for the feelings of their partner and others including their own children (and step children).
That sort of marital partner includes both the murderous and non-homicidal variety and some of these wonderful people actually plan out their divorces including how long they will stay married before they ‘file’ and what they want from the divorced (money, home, kids, etc.). Sometimes they even plan the ‘events’ before or when they first meet their intended spouse victim. And then they do it all over and ‘take the vows’ again.
People of all ages, races, educational levels, careers, religious doctrines and backgrounds, etc. get divorced including those married less than a year and those married couples who ultimately do the deed after (e.g.) 40 or 50 years of ‘Holy Matrimony’. It is, after all, a real world out here and ‘things’ happen.
But for all you TS developers paying out the cold-hard-cash for those married couples you might want to know that in the midst of all those pending divorces – including your ‘Q’s’ – the married sales guests from their mid 20’s to their late 30’s constitute the largest percentage of a divorce guaranteed to be ‘coming to a
theater sales center near you’!
And that is just one of the real world obstacles that your sales reps deal with daily; a hidden objection that is difficult to uncover during the discovery phase or throughout the sales presentation because like it or not a whole bunch of married couples are NOT together “for better or worse” and “until death do us part”.
Of course the best closers you have on staff – the crème de la crème – get it when (e.g.) one of the partners is really into becoming an owner/member and the other partner is leaking and/or puking all over those magical little round tables as to why ‘today’ is not the time to sign on the dotted lines.
From a timeshare marketing perspective knowing all this before a married couple has been invited to attend the presentation sure would help improve the developers’ and their reps net sales stats etc. but you’d have to thin the married couples herd a notch or two – and there is a way to do just that.
Unfortunately that would require some minor tweaking in marketing; but please don’t misunderstand me this week because never in my wildest dreams would I ever advocate doing anything to increase sales and improve the ‘bottom line’.
It’s just not how I roll. Besides, “AN UP IS AN UP” and either “You Sell Them Or They Sell You” – Right?
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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