VIEWPOINT

THE OTHER SIDE OF THE SALE

BEWARE OF THE SALES PROCESS THAT IS NOT A TWO-WAY STREET

JIM THOMAS
Editorial Director

MY WIFE Kathy and I asked each other, “What just happened?” You see, we just attended a timeshare presentation. Why? It could have been our curiosity — the chance to check out a resort, while observing a timeshare company’s sales tactics, some of which, admittedly, contradict the message of empathy that Dr. Scot Morris advocates in “O.D. to O.D.” (see p.2).

CONGRATULATIONS, YOU ARE A WINNER

Or, it could have been for the incentive, a new SUV. Regardless, we visited the resort. While we experienced only a few high-pressure moments, there were signs the presentation wasn’t a two-way street. Here are a few examples, some of which aren’t necessarily unique to timeshare sales:

• Our tour guide (sales rep?) was friendly, but did not acknowledge some answers to her questions. “Do you like water parks?” she asked.

“No, we really aren’t interested.”

“OK. We have a great water park. Let me show you.”

• The rules were confusing. We were lost in three tiers of pricing, a point system to exchange our time share for another one of the company’s thousands of time shares around the world, discounts, an every-other-year option, a 99-year contract and so on.

• The seller expected an immediate answer. “Sorry, we aren’t wired to make a five-figure decision affecting the next 99 years on the spot,” I said and thought, “Did I just apologize for thinking rationally?”

• When we didn’t buy, we were shown — not escorted to — a back staircase. At the bottom, in a small office, another rep gave the final, last-ditch pitch. After we said, “No thanks,” to the offer, she told us to exit through the back door, a peculiar place to send an invited guest.

A ONE-TIME SHOT

I assume these methods prove effective in closing a large, one-time sale, rather than creating the repeat customers other business models rely on. Is it a big deal that they insult or embarrass some people? Probably not. They have the luxury few others enjoy: thousands and thousands of potential customers, many of whom let the dream of a new SUV override the logic that their prize is likely a $35 tablet computer. OM