April 21, 2017 — There was one specific comment posted to my column last week (“The New Kid on The Block”) by Mike who said he longed “…for the days of bliss; red, white and blue weeks to sell when there was no rental competition…” Naturally, like some of you, I too remember those days, that era when the majority of motels and hotels that rented to mainstream vacationers during their ‘holiday’ periods mostly offered small, no-frills, unattractive rooms with not so much as a coffee pot, a toaster or a small frig.
So Here’s The Scoop: For those who haven’t been working in the Land of Time for very long, it was also back during those dark days that one of the major drawbacks to selling (and buying) a timeshare plan was that the owner/member was stuck in one place, their home resort, and when they wanted to vacation somewhere else in the world it was right back into those little dinky and boring hotel/motel rooms.
Then a new aspect unfolded in the mid 1970’s that enhanced the timeshare product; that was when RCI and then II first started their exchange systems so that an owner/member whose home resort was in ‘X’ region could (basically) trade their ‘time’ with another owner/member whose home resort was in another region.
The exchange idea was mind bogglingly simple and from both a selling and owner/member use perspective it was an instant success. As a result exchanging ‘time’, accommodations and regions soon became one of the main focuses of the timeshare sales presentation as well as the primary reason most sales guests became owners/members.
Of course here we are in a whole new era, with new sales guests, in part, who are much different than the prospects who preceded them; and unlike decades ago today’s vacationers (sales-guests) have millions of fully appointed and attractively priced rental options to choose from all around the world for their vacationing needs. And that makes me wonder if the notion of selling the benefits and features of a timeshare exchange service to potential ‘buyers’ is as important as it once was.
Assuming I am at least partially correct perhaps we need to get back to our roots, to our ‘pre-exchange’ selling days and present “vacation ownership” in the same way timeshares were originally being sold – as an affordable and attractive alternative to buying, owning and maintaining a full-ownership vacation home. You know (or remember) – 2nd home ownership!
Now, I’m just making a suggestion but if I was on the sales line today, especially if I were going F/B (front to back) in a very popular destination and selling at a newer resort with all the bells/whistles that cost the developer several hundred million dollars to build and where a traditional vacation home in that area cost hundreds of thousands of dollars – the focus of my ‘pitch’ would often be “Why invest hundreds of thousands of dollars, folks, when you can accomplish the same family vacation home ownership (VHO) objective, experience and value at a fraction of the cost…?”
And I would add how wonderful it is that our form of VHO (Vs the traditional method) is hassle free as the owner would never have to worry about the (e.g.) hot-water heater, the oven or whatever wearing out – and that they wouldn’t have to come up with the money to replace or repair those (and other problems) as well incur the ongoing and expensive costs to maintain their traditional vacation home, pay full property taxes, full insurance costs and other very pricey full ownership expenses, etc.
Then, should the occasion present itself (and it would) where a sales-guest eventually says (e.g.) “Golly Gee Scoop, we like the idea and surely see the value but this is not for us because we like to travel. We want to vacation Scoop, see the world, and owning a vacation home here in ‘X’ would not help us with our vacationing bucket-list…”
Closers, don’t ya just love objections? 😀
My response, of course, would be: “Well Mary and John thanks for sharing that with me. I can honestly appreciate your perspective and quite frankly, you’re not the first folks to bring that issue up. But let me ask you a question. With the exception of your bucket-list and wanting to vacation around the world is there any other reason why you wouldn’t want to own a family vacation home right here in ‘X’?”
Then, once they both confirmed and committed to me as well as to each other that was their only ‘condition’ (objection) – then, and only then, would I introduce the
timeshare vacation-home exchange component and begin the with the old time-tested & trusty “…if I could, would ya…” closing technique – and knock another one out of the ball park, so to speak.
Good Luck Out There
© Copyright Inside the Gate. All rights reserved.