February 26, 2016 — There is a company with an ad posted online that claims to have “the best opportunity” and that a rep can earn “$1,000 +” their first week by promoting a “Timeshare” as long as they “stay positive and talk to people throughout the day”. This gig is for a location on a very popular boulevard in a well known city. Readers are also told that “sales experience is welcomed but not required” and that if they are “serious about making some real money” readers are instructed to click on an embedded URL that hyperlinks to a video ‘pitch’ to be an OPC.
So Here’s The Scoop: I’m not naming the company or including the link to the ad – but the 56-second video, though vague, is well done and tells the viewers a little bit about the position, saying that “we give extravagant gifts” (and then names some) and adding that they “have it all” (gifts, to ensnare “tours”). Then viewers are told “we get paid exclusively for sending couples on the tour” followed by: “whether they buy a vacation package or not is irrelevant. We get paid and paid well!”
And there you have it folks; worldwide, since our industry began more than 50 years ago, when it comes to
advertising marketing our vacation products, services & industry from the ‘hawking’ side of the equation it is, in most instances, “irrelevant” whether a sales guests purchases or does not.
As with the aforementioned video, the sole purpose of the ‘invite’ is not connected with or germane to what we sell. The invite is beside the point, immaterial and from the inviters’ perspective and earnings the outcome of any timeshare presentation is not pertinent, does not matter, is not important and frankly speaking, the marketing folks, in most instances, could care less what happens once they lure prospects to attend a timeshare sales presentation.
Yes, the existing marketing process has served many developers well but that isn’t the issue either. The point is something called productivity gain (PG) because capital is usually scarce as are quality labor resources, which is why each year most non-timeshare companies strive to improve their overall operational efficiency by (e.g.) lowering costs and increasing net sales via effective marketing tactics and selling skills.
But as a general rule, that is not the case in the Land of Time because even though the primary duties and responsibilities of those at the ‘helm’ should be to accomplish that goal, from what I’ve witnessed over the past three (+) decades the only way most developers have increased their net sales volume is to open up more sales centers and/or merely increase the number of sales guests (aka: Tour Flow) their sales centers ‘meet/greet’ each year.
To my way of thinking marketing and sales is kind of like conjoined babies. Sort of like one hand washes the other or you watch my back and I’ll watch yours but with this ‘whether they buy or not is irrelevant’ methodology the outcome is predictable and continues to have a direct cause (why something happens) and effect (what happens) on the overall PG, revenue, profits and outcome of the entire marketing and sales efforts.
Oh, I know, it all sounds so complicated and as I’ve always said timeshare marketing ‘entities’ and reps are surely not in the timeshare business but I wonder how developers would react if the reps (liners, closers and/or FB’ers) sitting on those magical little round tables postulated that same timeshare marketing 101-BS model inside the sales center with that nonsense that: ‘whether they buy or not is irrelevant’?
Obviously, that was a rhetorical question as those working the ‘line’ are under constant and enormous pressure to generate sales regardless if sales guest are ‘put-together’ (aka: sent in ‘sideways’) and/or the sales guests are excessively challenged, as it is relevant to their lifestyle and vacationing affordability issues regarding their holiday needs including their inability to afford a timeshare vacationing plan that often includes steep contractual financial obligations in perpetuity.
But on the street or over the phone, when it comes to hawking Slices of Paradise to prospective buyers so they can ‘come on down’ for a look-see (at whatever) – well, those on the stimulus end of the equation inviting prospective owners/members really don’t give a damn because as long as the spinmeisters can get ’em in da door – they’ll “get paid” regardless of the outcome.
Surely there must be a more effective way to reduce marketing costs and increase net sales by 5-10-30% (or more) and OMG there is, but for now and likely well into the future the same old worn out mantra will persist with the ‘jingle’ of the day while the tail continues to keep the beat and wag the dog that goes something like this: ‘…♫ Ohhhhh, throw ‘em against the wall and see what sticks, see what sticks, see what sticks, I said throw ‘em against the wall and see what sticks and then stand by for the NEXT WAAAAAAAAAVE… ♫
Good Luck Out There
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