June 24, 2016 — Par excellence is the future of our industry and for those who want to be around for decades to come some are going to have to make a few attitude adjustments if they want to continue to succeed. Among those changes a yuuge one is to get back to the original notion that ‘sold’ folks on those magical little round tables for the first two decades. And that was the undeniable consumer appeal, pride, acceptance and willingness to acquire and own a luxurious vacation home at a fraction of the cost of full ownership. An exclusive holiday haven unlike traditional vacation homes that ‘they’ can use and enjoy worldwide. Now, I ask, who can’t sell that?
So Here’s The Scoop: American Express best described what I’m suggesting with their very popular advertising slogan in the 1980’s when they informed us all that “Membership Has Its Privileges”. And ain’t that oh so true – just like the benefits enjoyed being a member of a private country club, flying 1st class or vacationing in a fully appointed Presidential, Royal or Regent suite on a cruise liner while exploring the seven seas.
It is well known that our industry has been somewhat marred over the last five decades by pretty much marketing a superior vacationing product and service to just about anyone with a heartbeat. That includes very young sales guests and sales guests whose prime travel and vacationing years were well behind them as well as those financially challenged sales guests.
And because we invited the masses to a ‘90-minute informative…’ and filled our sales centers with a gazillion prospects who don’t ‘like’ what we sell, can’t ‘use’ and are unable to ‘afford’ a vacation plan we then added to the mix, sometimes, overzealous and creative reps (mostly closers) who started selling exotic notions such as high ROI (return on investments) angles or tax free RI (rental income) opportunities – nearly anything, to earn a paycheck in the commission-only universe.
Then came the bald-faced liars (aka: heat merchants) who pitched universal perks such as free limo service while on vacation. Free upgrades to larger units that can be used or (‘guaranteed’) rented out at a profit; a concierge to do all the owners/members’ grocery shopping; a complimentary personal chef to prepare romantic (in-suite) dinners; unlimited free show tickets; free dining and beverages onsite (prior to the all inclusive days); airport helicopter pickup service (to and from the resort) and more; too much ‘heat’ to list today.
But at our core what we have always had to market and sell are spacious and beautiful vacation homes with all the bells and whistle along the lines of a little ‘run of the mill’ ocean front legacy timeshare resort once featured in Architectural Digest.
Among the various floor plans at that resort they have fully furnished 3,400 square foot beach front vacation homes with 2 full bedrooms, a den, 3 bathrooms and a private patio, a private pool and Jacuzzi and all the other amenities anyone could possibly desire to thoroughly enjoy a fun and relaxed vacation home each year with loved ones, business associates and/or friends.
Again, who can’t sell that?
And all these years later, because of great management and AMF’s (annual maintenance fees) to keep things ‘sparkling’ that beach front gem of a timeshare vacation home looks as good today as it did the first day they opened for business.
Should that not be first class enough to market/sell, then add to the mix that our industry offers upscale vacationers the crème de la crème of vacation homes around the world in regions that are constantly in demand such as the Hawaiian Islands, Mexico, the Caribbean, Australia and the South Pacific.
Not enough locations to sell vacation homes?
How about vacation homes in B.C. Canada, Africa, the Middle East, Asia, Europe, Central and South America?
Wanna gamble and party? How about a vacation home to own or use in Las Vegas or other regions with casinos throughout the USA or maybe the Dominican Republic or South Korea, etc.?
Ya wanna add some ‘culture’ to help sell those vacation homes and the adventure?
See all the above – and more!
Be it the newest built timeshare resorts or one like I described above that was developed in the mid 1980’s, we have no shortage of fabulous VACATION HOMES to sell to the globetrotting public always interested and actively seeking incredible travel experiences in magnificent vacation homes around the world.
A known, viable and large market I might add that is more than willing to pay premium prices for first-class suites and first-rate service while being pampered during their holiday merry making festivities. You know, willing to pay for – Par Excellence – as in, according to Merriam-Webster “the very best”.
And ‘we’ are the very best! So get off the old circus approach to selling (and marketing) and with unassuming pride demonstrate our global arsenal of vacation homes to all sales guests as if they are previewing an opportunity to acquire a 5-carat Round Brilliant-cut D-Flawless GIA certified diamond instead of those low-grade over-priced diamonds for sale in most jewelry stores.
And, when the time is appropriate, also let every sales guest know, like all the prospects before them, that they, too, have two vacation home ownership options to select from.
One being they can own the whole tamale (and they can) and two that most budget conscious owners choose to invest an asset equal to their annual family vacation home needs.
‘So Jack and Jill, which dost THOU prefer today?’
Good Luck Out There
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