Sept. 2006 Selling the Impossible Just Takes a Little Longer

Spain – Summer 2003. Sun, sand, sangria and….selling. Earlier that year a mailshot arrived. It offered a long weekend at a very nice hotel near Marbella, a round of golf, hire of a car and all in exchange for attending a short timeshare sales presentation.

Frankly it was too good an offer to turn down and I thought I might get a chance to observe the “hard sell” in action, so we dutifully turned up. Wow! Firstly it wasn’t hard sell at all. In fact it was the most professional 2 hours I have seen since I last ran a sales course. Secondly they had an unbelievable conversion rate.

I don’t know about you, but I don’t believe that anyone goes to a timeshare presentation expecting to buy a timeshare. But at this development they meet about 50 couples a week and close TEN! And not for small sums either! A mid season week is priced at £13,750 with high season at £16,950.

Not only do people sign up there and then, they buy from the plans, before the property is even complete. They buy multiple weeks, they commit to £1000 per purchased week service charge and they forward commit holiday costs such as flights and car hire for the foreseeable future. Furthermore, more than half the couples that sign up go for the finance deal at interest rates way higher than they could obtain at home. By my estimate, taking into account flights and interest charges, the commitment is certainly well over £100,000 and probably nearer to £200,000...

• For a product that they didn’t want to buy???!!!
• On a first meeting (99% sign at the first meeting)?!
• With no literature?!
• In 90 minutes - give or take?!
• In a foreign country without understanding local laws and customs?!
• Without taking professional advice?!
• Without comparing the competition?!
• Without haggling on the price?! (Really! The price is non negotiable. Period)

So how do they do it? The short answer is they use process. Of course, the buyer being in “holiday mood” helps, but they have very few cancellations post event. No, the answer is that they are disciplined, well trained and they are focused.
Success starts right from the word “go”!

1. They have a very finely tuned T argeting machine. They know the profile of their buyers and they approach them with an eye catching offer.

2. They brand. From the moment you step off the plane they are in your consciousness. Not with the product offer. Not with features or benefits. But by creating a H allmark. On every map, street corner and hoarding the brand image cries out saying this is a quality product. Their name is there; promising quality and reliability.

3. Once you arrive at the site they invest valuable time building E mpathy. They are solicitous, ensuring that you are having a good time and they get to know you and your priorities.

4. The empathy phase melts almost imperceptibly into the Q ualifying stage. They find out about holiday habits and aspirations. They check family circumstances and determine where your buying points are likely to be.

5. They check that they U nderstand what you need and want from a holiday and start to present features and advantages that will support the case for buying a timeshare.

6. Then they begin price building by E valuating what you really get from your holiday time and matching it against a financial case based on your future dreams.

7. Having done their job properly they are now ready to present a S olution. They take all the elements that they have set up in the earlier stages and present a customised package tailored to hit all of the “hot buttons” previously identified.

8. Then they create a T oken; an idea or image that will live by itself and take over the selling process. In this case it is a tour of the (half built) facility followed by a visit to a show a flat which is beautifully appointed. The token is in the details: fresh fruit in the bowls, flowers on the tables, clothes in the cupboards. Everything to help the purchaser let his imagination do the buying.

9. Now comes the beautiful part. They return to the reception area and walk you through a physical journey, S ummarising the benefits which have emerged during the discussion, re-affirming the value and all the while seeking your confirmation that what they have assembled as a solution will meet the aspirations you highlighted at the beginning.

10. Obviously some people have questions at this point but as I have pointed out before, O bjections at this stage are a “good thing”. They help the salesman to understand what stands between the client and the deal.

11. Then they present the price. Slowly, confidently and deliberately they write down the package they are offering in a column down one side of the paper. Then without hesitation or demur they fill in the prices alongside. They don’t consult price books. They don’t faff about. They just write it down, push it across the table and smile. And wait to L ock you down.

20% sign there and then, with only a few minutes hesitation!

12. And if there are questions, fears or doubts; they D eal with them, restate the benefits and close again - as many times as it takes until they have obtained the order and everyone goes home happy.

Obviously there is more to it than that. There are countless nuances, there are tools and techniques that are used which may not be appropriate in every business or which could be used and aren’t appropriate in theirs, but if you want to see selling done well consider a timeshare presentation.

So can you apply the process in your business?

T H E- Q U E S T-S O L D

You can! And you should! But if not, well we should chat.

Happy selling and good hunting!