January 6, 2017 — To kick off the New Year and to help anyone working the sales line who desires to make 2017 the best year ever, in this week’s column I respectfully offer a basic and proven tactic (based on scores of millions of dollars in personal sales volume and many millions more in managed sales) that will aide those so inclined to significantly increase their net selling STATS and annual incomes — without the use of smoke, mirrors or hyperbole.
So Here’s The Scoop: The starting point to accomplish that is to dispel a misnomer and make one thing, above everything else, perfectly clear. Unlike what some purveyors of sales training preach ‘we’ are not selling timeshares, points, vacations, or hedges against inflation, etc. and we are certainly not selling cure-alls that will rejuvenate people, help them bond with family members or friends, improve their heath, romance, personal relationships or extend their lives and other such ‘components’ (aka: heart-strings and/or emotions).
Now brace yourself gang because what we are actually selling, first and foremost, is a VACATION HOME – PERIOD! A wonderfully unique vacation home our industry exclusively created many decades ago that just from a price and use perspective alone makes owning a vacation home more appealing, easier to use and affordable for the masses than the traditional (aka: a 2nd home) vacation home.
The next important point we all need to embrace is that as consumers we all pretty much ‘timeshare’ many things in our lives such as (e.g.) the new or used cars we buy, boats, motor homes, RV’s or motorcycles and so forth. And by the way, the list is nearly endless and includes everything else from computers to books, clothes, furniture, household appliances and on and on and on.
In most cases, what we buy/own today we will use and then sell, trade-in or dispose of in some manner in the future and then another person will use and enjoy ‘it’ until sometime later when they, too, will ‘unload’ the thingy and a new user will come along, take control of and use what was once the (e.g.) primary residence we owned.
In short – we’ve been timesharing since the dawn of time and that includes the commercial airliners we fly on, the UBER (or cabs) we summon, the Internet, wireless systems, the train trips we enjoy, the hotel/motel rooms we ‘rent’ and the cruise ships we use for exploring the seven seas. In short we collectively ‘share’, one way or another, most of the products/services, new or used, that we own and use throughout our lives.
That said, for more than 50 years now, from the developer level all the way down the food chain throughout our wonderful global industry we’ve never had a shortage of peeps who continue to distort, pollute and/or corrupt the otherwise outstanding commodity (product) that we sell (and market for the matter) – VACATION HOMES!
They never did ‘get it’ nor do many understand the value of much of anything let alone owning a VACATION HOME (aka: a second home), which is why they constantly and treacherously pitch all sorts of distortions (aka: ‘heat’) and use trickery to get a ‘deal’ and then prance and fart around the sales centers in all their self-imagined magnificence.
Additionally, for the vast majority of the public outright ownership of the traditional vacation home these days is akin to owning and driving a 1908 Ford Model T. Sure, driving old ‘Betsy’ with her 20 hp (horse power) 4-cylindre engine will get ’em down the road at a clip of around 25-40 miles per hour and many people will indeed look upon the drivers with some admiration as they putt on by.
But ‘Betsy’s heyday, from a functional and economical perspective, became obsolete nearly a century ago and today most drivers most would rather take possession of the keys to and drive a brand new (e.g.) Porsche, Corvette, Jaguar, Viper or BMW when cruising about; and as they speed past others I’m pretty darn sure they, too, will enjoy approval from one or two of the onlookers left eating their ‘dust’, so to speak.
To put that another way, the traditional vacation home ownership proposition is antiquated for the vast majority of people and in this era the vacation homes we offer are far superior and much more appealing and beneficial to vacation home owners than the ‘old-days-and-old-ways’ of owning a VACATION HOME.
That said and with marketing, use and affordability issues set aside for a moment, show me a person or family that honestly believes that it’s a bad idea to have a fully appointed beautifully decorated VACATION HOME at their disposal all around the world each year with all the modern amenities to accommodate their entire family –– and I’ll show you someone with one oar out of the water.
Oh, and speaking of a VACATION HOME – google VACATION HOME and lo and behold Google will deliver to your screen MILLLIONS & MILLIONS of organic SERPS (search engine results pages). Hmmm, millions & millions of organic SERPS; what could that possibly mean Bubba?
Now I’ve never claimed to be the brightest bulb in the marquee but when I cipher that into the old selling (and marketing) equation it seems to me that when there is that much interest in anything – well, Golly Gee Wally; it seems that selling them thar VACATION HOMES has a bit of built-in consumer appeal, interest and demand! Hmmm.
Now add to the mix that the VACATION HOMES we sell are also available to use each year at places people love to visit including NLT 40 U.S. States like California, Hawaii, Nevada, Texas or Florida, etc, as well as at some of the most sought after exotic locations and/or destinations throughout Mexico, the Caribbean, Canada and Europe, etc. – and I submit we sell the best damn VACATION HOMES in the whole world!
But talk is cheap so allow me to further make my point by asking the thousands that read my weekly column a rhetorical and basic question; a question that over many years I almost always asked each sales guest, at the appropriate moment, that I had the pleasure of dealing with.
‘Jack and Jill, God forbid that a relative of yours passed away but if that happened and in their estate they left you a beautifully appointed 1-, 2- or 3-bedroom fully furnished vacation home with all the modern amenities that you, your family and friends could use any time of the year – and if that vacation were transferred to you free and clear with no financial obligations or strings attached whatsoever – would you tell your relative’s estate attorney that you weren’t interested, flat out turn it down adding that as far as you’re concerned the attorney could ‘keep it?’
Other times I would add or ask, if need be: “Let me ask you folks this. If you offered a family member, a good friend, maybe your boss, your accountant, attorney, dentist or your next door neighbor who was planning a vacation to, say, Maui – that they could use your vacation home there for free; would they scorn, turn you down or think you were an absolute fool for having a vacation home in the Hawaiian Islands?”
As for those ‘heartstrings and selling subjectively; those are actually important but they should never be the focus when selling slices of Paradise. Indeed, they should be used in the negative and one way to do so is with a 3rd party factual story.
For example: “Folks I must tell you that among millions of vacation home owners including my own clients many actually claim that their lives are better because they own a vacation home. That they look forward to using their vacation homes often. That they actually become healthier and rejuvenated each year after enjoying their family vacation home. And that they are more productive at work because they escape the rat race every year and that bonding with their families when they do is very important to them as well as are romantic moonlight strolls along the…’
‘However, and I caution you folks – those are not the reasons to own a vacation home. You should never make a decision, either way, solely based on those benefits for you and your family. Owning a vacation home is simply a lifestyle choice that provides you the peace of mind and security of knowing that unlike others you have the wherewithal of having a beautiful vacation home waiting for you whenever and wherever you want…
Now I am fully aware many sales centers want their reps to instead mostly sell the ‘heartstrings’ (or other features) and because they insist on that process their decision is one of the primary reasons that after five decades of doing just that they continue to net a staggering and shameful team-wide 80% (+ -) “NO THANKS” selling/closing ratio.
And all those NAY reactions is because when any rep sells any product or service to anyone from a “subjective” (aka: heartstrings’) perspective that is what most often creates those dreaded doubts in the minds of the prospects and they don’t’ ‘buy’. To put that in simpler terms, they don’t believe the ‘fluff’ or trust the rep!
And by the way when they do purchase based mostly on those ‘heartstrings’ etc. – bam! Those subjective thoughts and/or feelings often relentlessly haunt the new buyer and soon after their acquisition, say the next morning around 3:00 A.M. they suddenly wake up in a cold-sweat, turn to wake up their significant other asking ‘…what in the hell did we do…’ – and then they’ll ‘kick’ (cancel) soon thereafter.
Therefore, listen up PEOPLE; now that I have your attention and if anyone wants to come on in for the big win and total V I C T O R Y while at the same time selling/closing more often, lowering their recessions and increasing their annual incomes then starting today, be proud of and understand what you sell in the first place.
Then help as many sales guests as you can live the ‘dream’ by sharing with them how they, too, for pennies on the dollar, can own their very own VACATION HOME and do so without the responsibilities, headaches and expenses associated with buying, owning and maintaining the
antiquated clunker jalopy traditional full ownership Casa de Vacaciones.
Oh, and pointing out they can own and use that dream vacation home worldwide for the money they’d freely give away renting hotel/motel rooms anyway – well, that ain’t a bad idea either!
Good Luck Out There
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