January 10, 2014 — In the 1987 movie “Wall Street” you may recall the character Gordon Gekko (played by Michael Douglas) told a group of stockholders that “Greed Is Good”; “Greed is right”; that “Greed works” and “Greed clarifies, cuts through, and captures the essence of the evolutionary spirit. Greed, in all of its forms — greed for life, for money, for love and knowledge has marked the upward surge of mankind.”
So Here’s The Scoop: Philosophically speaking I pretty much agree with Gekko’s sentiments, though I would control my greed if it harmed one or more individuals. But other than that, in business I say ‘game on’ when it comes to greed. And in Timeshare Land it is the lack of zealous greed that is costing developers greatly in terms of lost net sales opportunities every business day of the year — going back nearly 5 decades!
Timeshare developers — indeed many companies in different industries — use the consumer’s greed factor against them in order to lure them into previewing the products and services they are selling. That’s just the way it is — and of course it works like a charm and it’s been that way forever!
But in the timeshare industry – from a marketing perspective – during the ‘invitation’ process developers usually fail to use the consumer’s greed factor to the developer’s advantage because their marketing ‘entities’ mostly dangle trinkets as the ‘bait’ instead of demonstrating & offering high-end quality and/or expensive premiums that would further mesmorize and then stimulate the potential invitee’s ‘burning’ desire to attend the sales presentation.
Instead, most developers offer potential sales guests the typical low-cost run of the mill knick-knacks consumers can get anywhere — often at a discount from other ‘sources’ anyway — and the vast majority of the consumers (invitees), – whether over the phone or on the ‘street’, decline the offer.
As we’d all surely acknowledge direct one-on-one marketing in our industry, like the sales process ‘inside’ on those magical little round tables, is, in part, all about control, and that is especially true during the invitation process between the marketer and the potential invitee(s).
And it is often right at that point — using trinket’s of a low perceived value — where developers’ marketing entities lose that ever so important control over the conversation because to most consumers those ‘gadgets’ are pretty much meaningless and/or valueless (whether real or imaginary), even when the consumer accepts the invitation.
But worse, most ‘gifts’ don’t do what they are designed to and should do, which is to stimulate in the invitee’s mind an inordinate, insatiable, passionate and unquenchable selfish desire to obtain the ‘object(s)’ of value. You know, to motivate their deep dark greed factor (emotion if you prefer)!
Point being is that when developers ‘up’ the quality of their premium (‘gifts’) they’ll have much more control over the invitation process, and at the same time they’ll be able to increase the quality of their tours — and the developers’ net sales as well.
WARNING – WARNING – WARNING: Attention Developers, Executives and ‘others’ – Brace yourself – as the cost of the following premium example is likely going to cause you an immediate cardiac arrest. Though I can prove this premium is worth the cost and would reap huge returns in net sales – I also understand most of you’ve never sold at the consumer level (no offense) – so you’ll likely not ‘get it’. The following premium example is being illustrated only as a control tool, an attention grabber – to fully stimulate the invitee’s greed.
Also note: The use of this type of premium is a ‘take-away’ AND ‘total control’ marketing (sales) tactic – when applied to a potential timeshare invitee.
I.E. ‘If you want MY premium Bucko you’ll play the game nice and by MY rules!’
“…and so Martha and Wally, for your time today at our TIMESHARE (or vacation) sales presentation you’ll receive this beautiful 1oz .999 certified pure 24K gold bar that has been authenticated right here in town by Scoop The Jeweler over on Broadway.
“And upon the conclusion of the TIMESHARE (or vacation) presentation it’s yours to keep, with your certificate of authenticity and then you can do with it as you like.
“Now, you folks will be there for about 2 hours – maybe a little longer if you like our program – which means at today’s spot gold price you’re receiving about $615 PER HOUR for your valuable time.’
“Of course like millions of others you may find that you see the value and appreciate the benefits and traveling lifestyle as a TIMESHARE (or vacation) owner/member, but naturally you are under NO OBLIGATION WHATSOEVER to purchase anything.’
“All we ask is that you keep an open mind, preview our program, ask any questions that come to mind during the TIMESHARE (or vacation) presentation and then at the end of the get-together our associate will give you this beautiful certified 1-oz .999 pure gold bar worth, as I mentioned, about (at today’s spot) $1,230.
“And you can keep that gold bar, give it to a loved one as a gift, donate it to your church or sell it today at Scoop The Jeweler over on Broadway — or anywhere else for that matter — and put the money in your pocket. It’s your choice to do with it as you please, with no strings attached!
“Now, to receive our invitation I have a couple questions for you folks. Martha, aside from all the work at home do you also have another job outside the home? And Wally, how about you? Are you also working outside the home? And among all sources, approximately what is your combined annual income including pay, dividends, pensions…
“Great, folks! I just have one more question. If we invite you to our TIMESHARE (or vacation) presentation, and if you see something we have that is valuable to you and your family — a vacation product/service that you could and would use — is there anything going on in your lives right now or in the near future that would prevent you from taking advantage of one of our TIMESHARE (or vacation) products?
“And by that question folks, what I mean is will either of you, say, be going back to college soon (lol); having major surgery; buying a new home, car, boat, RV next week; or is there anything else going on in your lives that would prevent you from taking advantage of something that you both appreciate, like, could use and want…?
“Fantastic Mary and John! You do qualify for our TIMESHARE (or vacation) presentation and like I said, at the end of the meeting our representative will give you this beautiful gold bar to use as you like. This is pure gold worth about $1,230 but you might want to save it because it could be worth a lot more in the future…”
Now when that approach is utilized the entire invitation method and process takes on a whole new and far more effective dimension – and any developer following that format will see their net sales soar beginning the day they actually cash in on the consumer’s greed factor!
And remember that marketing is sales and that every closed sale always begins with the marketing — so upgrade those gifts & market (sell) to the consumers’ greed!
You’ll be glad you did!
Good Luck Out There!
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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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