February 1, 2013 — Most timeshare developers will consider a sales guest to be “qualified” to attend their sales presentation if the prospects are between the age of 60 and 70 years old and, in part, I would agree. But from the moment those “senior citizens” are at the reception area and then go through the sales presentation they are wrongly exposed to the same sales atmosphere, formula, routine and process as are the much younger sales guests.
So here’s the scoop. Now don’t accuse me of discriminating against the “elderly” for what I’m about to suggest. However, as is the case whereby timeshare developers foolishly throw hundreds of dollars out the window per each (e.g.) 26-year-old sales guest they generate for their sales centers, they also squander equal funds for a single or couple in their mid to late 60’s who, like the ‘kiddies’, may not be able to purchase a ‘Slice Of Paradise’.
And no, I am not saying that “seniors” shouldn’t be invited to a presentation or sold a timeshare interest. But most people the world over who have been fortunate enough to live to the age of 60 (+) have different ‘issues’ on their minds than do the younger and often more vibrant and healthier sales guests in their 30’s, 40’s or 50’s. As such these “seniors” must be catered (sold) to in a different manner.
Understanding that specific market is a good place to begin and timeshare developers, their management and all sales reps first need to understand that these ‘prospects’ have real life, family and health issues or concerns on their minds all the time regarding, including, but not limited to the following:
Hypertension, arthritis, constipation, urinary incontinence, cataracts, glaucoma and macular degeneration, hearing loss, gum disease, sexual performance issues, strokes and heart attacks, including the associated medical costs, hospitalization, etc.
And let us not forget mobility issues, slipping in the bath tub (or elsewhere), dietary needs, soon to be living and/or traveling alone, Diverticulitis, Dementia, Osteoporosis, Alzheimer’s, Depression, etc. and oh, in case I didn’t mention it, DEATH, too!
And that is just a partial list (I could go on if you like). But that is not to suggest that there aren’t millions of “seniors” out there who are also very happy, healthy, cognizant, etc. and continue to lead very active working, traveling or retirement lifestyles!
Yes, invite ‘older’ sales guests to explore the wonders of timeshare land but also offer (sell) them a ‘plan’ that is conducive to their way of life and that makes sense to them. And also remember that a significant percentage of these great people are financially secure with a higher than average ‘net’ worth and that segment of the population is rapidly expanding every day.
As is widely known, just in the USA there are about 75 million ‘Baby-Boomers’ out there to market and sell too and if approached (marketed too) properly and sold to in a manner that is conducive to their lives, needs and standard of living and ‘vacationing’ it is a Win-Win association with hundreds of millions of dollars (if not billions) in sales on the ‘tables’, so to speak!
So, developers, go ahead and set up your ‘Geriatric A Team’ today! And if you contact Scoop I’ll also share with you how you can tie it all together from a marketing and sales perspective to cash in on one of the most explosive and relevant aspects of the travel ‘biz’, which is Medical Tourism. That is actively being sought after and growing by double digits among, you guessed it, “Senior Citizens”.
Of course you won’t be able to use the typical timeshare marketing & sales model with these highly priced ‘tours’. And, sadly, you won’t be able to have Greasy Gary the liner & Busty Barbie the ‘hammer’ come from behind to close the ‘deal’ with a nose-bleed drops etc. either.
No, with these great prospects, many of whom will pay all cash (if you like), you will have to avoid the traditional timeshare marketing/sales methodology because that is just part of the current ‘system’ that turns off most sales guests over 60 in the first place. Because in the real timeshare universe of ‘vacation’ sales one size does not fit all!
To send tips, comments, suggestions, agree and/or disagreements etc. email Scoop: firstname.lastname@example.org
Contributing sometimes extravagant, bombastic, emotional, pompous or even pretentious writings about the timeshare industry, Scoop covers an array of industry related subjects each week including inside information, tips, scandals, interviews, forecasts as well as new (good or bad) products and services--- and, of course, all the 'Good', the 'Bad' and the 'Ugly'.
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