What a Vegas Time Share Presentation Can Teach Us About Marketing

The hardest and most important aspect of being in business is generating leads and converting them to customers. It is obvious that without customers you are not in business. You should be paying attention to not only what your competitors are doing to solve this problem, but if you really want to build your brand, pay attention to to what other industries do. My wife and I had the opportunity to do just that on a recent vacation to Vegas.

So as we were walking through the Venetian hotel admiring the beautiful architecture and design we were approached by someone in a suit that asked if we wanted to see a free show and it begins.

 Create a compelling offer

The lady in the mall peaked our interest with an offer to see a free show. In order to make any sells you have to offer the prospect something that fulfills their needs and desires. A couple in Vegas will more than likely be looking for something to do and most people like the sound of free even if there are strings attached. You can use this technique on your site by offering a compelling free offer like a free trial, ebook, consultation or webinar.

Qualify the Prospect

After saying yes the lady took us to her desk to fill out quick survey. All she really wanted to know was if we were married, had the same address, and a met a minimum salary requirement. She then told us what was necessary for the free show. It required  $50 and a tour of their timeshare property. The $50 made sure we held our promise to return and the tour was the demo of the product

They need to like you

Upon arriving at the presentation by one of those nice limo buses, each couple (12) was introduced to their individual tour guide/ salesman. Lunch was provided (illusion of something else for free) and we sat and talked with our guide Chuck for 5 – 10 minutes before the presentation started. Chuck of course very nice and asked about our time in Vegas and where we were from while sharing details about his life and upcoming vacation. I really felt Chuck was my friend and we bonded. People only do business with those they know like and trust.

Get them to say yes

A technique the is used on prisoners of war is to get them to say yes to simple truths about their country. Then building upon those yeses to guide them to the ultimate conclusion that the country that they are fighting for is bad. The presenter did the same. She asked us questions about loving our family, the importance of time from work with our family, and the memories we cherish from vacationing with our family. Each time all of us telling her in various ways yes we need to vacation with our family. She then came right out and told us to raise our hand, look our spouse in the eye and promise we would take at least 1 vacation a year.  The fact that you own a timeshare for 1 week out of the year isn’t a coincidence right? As you nurture your leads and prepare them to purchase take the time to get them to say yes they want and need a solution before you even present your product.

Dream about owning the product 

Next the presenter handed out wads of fake cash to each prospect. This was the logical part of the presentation. We discussed without tour guide our dream vacation and our next vacation. We told him why, when, where and what we would do to the  point where we could almost taste it. We then talked about the length and cost of the trips. Make your customers feel what it would be like to own your product

Show value is greater than price

Each couple announced their trips and the cost to the audience, then should took the money away. She showed that after going on the vacation we had to start over saving for the next from scratch. She compared the cost of doing that for 20 years to owning a timeshare forever.  Regardless of how much your product cost if you can show the value of the purchase is greater than the cost of the purchase you win.

Objections

Do you know why people don’t buy your product from you or your competitors? The timeshare people do. They went down objection by objection that they know all of us had from the presentation or heard from timeshare horror  stories. They then defeated each objection with proof of how they provide value and why that projection did not apply to their company.

Free Demo

Now the tour began and we got to know Chuck better as he showed the property. Each aspect of the property he ensured that we felt and dreamed about what it would be like to own a piece of Vegas. Then he lead us to the closing room.

The Close

So after 90 minutes of dreaming about Australia,  returning to Vegas and going to Chicago this summer with my wife we were ripe to buy. Chuck did the numbers again about the cost of Chicago and Australia and showed how we would save by purchasing the timeshare and how for less we could get both trips and then some. Gave us time to think about it alone then came back with a lower offer. We said no, he then told us that he had to get the manager to sign off on his documents to show he did his job. When she returned she had a proposal for a lower priced product that she thought would fit any budget. We said no. She signed Chucks paper and he took us to the final closer who held our Blue Man Group tickets. In his satisfaction/did chuck do his job survey he showed us one more way we could own the timeshare. Make sure you prepare for multiple objections, multiple stages of no, and have varying levels of products to appeal to ideal buyer.

Your Turn

Although you may not be selling a timeshare property you can use their strategies to in your business to attract leads and convert them to customers. If you have the opportunity i recommend all small business owners go to a timeshare presentation and see what strategies you can implement into you internet and real world marketing efforts.

 

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