June 5, 2015 — Over the last 50 years our industry has collectively delivered millions of timeshare presentations to millions of sales guests who attended a ‘90 minute informative get together’. And as we all know the net results of those encounters has been that the vast majority of the invitees have not only told their reps no thanks, they also told them why they declined the offer of a superior worldwide vacationing lifestyle that our industry could have provided them, their families, business associates and friends.
So Here’s The Scoop: Throughout all those decades & presentations you’d think the developers & management at all levels would finally sense that there could be some truth to all that ‘nonsense’ their reps keep telling them as to why so many of those costly, time consuming, labor intensive and seemingly qualified sales guests can’t and/or won’t buy.
And then, of course, react to all that feedback accordingly in order to improve the developers’ and their marketing/sales teams’ performance & revenue, etc.
Yet most developers and their management staffs apparently don’t understand that what their reps have been reporting back to them all these years is actually true. And even if they did ‘get it’, many just react like a well fed mammal and see no need whatsoever to root any further.
OMG – after (est.) 50 Million TS presentations spanning 5 decades whereby (est.) 80% of all those sales guests (40 Million) have stood strong and responded with a loud, conspicuous, personal and in their reps’ faces – no thanks – ‘they’ should have ‘gotten it’ and at least, modestly, revised one or two of their marketing and selling tactics.
Now, at colleges and universities around the world that offer various levels of business degrees I’m pretty darn sure that in their (e.g.) Business 101-A classes — perhaps during the first week of the freshman semester while studying the ‘Research and Development’ course — Professors teach their students that, as an example, those 40 MILLION consumer responses represent some sort of a market study offering both analytical & invaluable data that could be used to any organizations’ advantage.
You know, perhaps to increase sales & revenue; maybe lower marketing and sales costs, etc. resulting in additional profits for the company. Ho-hum!
But as a general rule that was not to be in the Land Of Time because after all that data was compiled over the last half of a century ‘the biz’ mostly continues to ignore the empirical evidence and by doing so that very expensive error actually equates into more sales being lost than net sales gained. And not only is that a lot of money for the individual developer but collectively, worldwide, it’s a colossal amount of lost revenue.
And that begs at least one question: Am I right?
To answer that I would normally cover cause & effect issues, use graphs, charts, studies, reports and precise examples but I’m going to bypass all that today and instead point out one simple truth that has been under our noses over the last 50 years that has always been the path to significantly increased sales – effortlessly & without cost.
So here it is, and keep in mind that this applies to just about every product or service in the world being marketed and sold to everyone everywhere since the dawn of commerce, and our industry too! Why it even applies to the world’s oldest profession!
I.E. It’s not new or reinventing the wheel either!
Long drum roll please — thank you very much. The objective (as in not subjective) simple reality is that the same three reasons why all those sales guest (20%) purchased a timeshare plan over the last 50 years are the exact same three reasons why all those other 40 MILLION (80%) didn’t; and the next 40 Million (80%) won’t either!
See? I said it was simple, not new and right under our noses for the last 50 years.
As for those developers who know what those 3 reasons are, assuming they want to immediately increase their sales, etc. they likely know what needs to be done post haste in order to start selling many of those ‘no thanks’ today and to do so without incurring any additional cost.
And if any developer doesn’t know what to do next or they’re not familiar with those three reasons then those developers can have their people contact my people and arrange a business luncheon.
Of course interested developers will need to bring with them a bulging suitcase full of ‘C-notes’ (of the USD variety) to cover my conference fee. But that shouldn’t worry them because it’s a trifling amount compared to the money they are already losing daily and the millions of dollars more in revenue they’ll begin to generate immediately – and, I might add, well into the future!
Hell, I’ll even pay for the feast — because that’s how I roll!
Good Luck Out There
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Contributing sometimes extravagant, bombastic, emotional, pompous or even pretentious writings about the timeshare industry (but always spot on!), 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’.