September 24, 2010 — There will always be a ‘naysayer’ around every corner on just about every subject under the Sun and there is certainly no shortage of those good folks when it comes to suggesting every sales guest should be told straight up front that they are being invited to a timeshare SALES presentation!
“Oh no, Mr. Bill!” some will say. But the fact of the matter is that marketing is selling, pure and simple. And when selling anything and being able to dangle the old ‘greed’ factor as an inducement (and all businesses do that), being up front with prospects about the basic ‘theme’ is the only way to fly!
What do you suppose the outcome would be if a developer or marketing entity put up a very professional booth in, say, a shopping mall with beautifully decorated signage and other fashionable décor and in very large fonts proclaimed to the world: ‘Come to our Timeshare Sales Presentation and you’ll receive free food and a solid 18 inch 14-K Gold necklace just for your time. No purchase Necessary’.
The prevailing timeshare marketing mentality would claim that such an approach would surely empty out the mall, people would get on their c-phones in droves to call 911 and before you know it the SWAT crew and/or Military Special Forces (including SNIPERS) would arrive by Black Hawks dropping from the sky to encircle the ‘evil-doers’!
They would be wrong (to put it nicely). It is time to end the antiquated era of marketing that was born generations ago and move the Neanderthals out to graze. We need to start presenting our industry, our product, service, personnel and contributions to the public with pride, in a manner that we represent and that is valid.
And the best way to begin that process is to pre-sell, I mean, start ‘marketing’ our industry as it should be in this century!
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