When it comes to the psychological sales practices of timeshares, we can all admit it’s rather complicated. In fact, every unsuspecting buyer is uniquely targeted with fact finding measures that all stem from a deceitful plot: to close the deal. Last week, we discussed the elements of pandering, misleading trust, enticement, personal jabs and fabricated excitement. All of these tactics are used to create a sense of importance, desire and exclusion.
This week, we’re going to explain how timeshare companies control the sales cycle in order to wear prospects down. When all of this is aggressively intertwined in a methodical presentation, many attendees feel as though they have no choice but to adhere to the “deal”. But they don’t have to.
Unless you’re specifically enduring the sale to receive a free gift or voucher, there’s no reason you can’t walk away.
Why Do We Care About the Timeshare Sale?
Once you understand how these “can’t miss” travel packages are pitched and sold, it’s nearly impossible to view a sales presentation as captivating. Major resorts count on the possibilities of ownership to draw people in. The last thing the timeshare industry wants is skeptical consumers. They want to control the narrative as much as they can.
Because of the psychological sales practices of timeshares, we’ve been on a mission to explain the destruction of a bad deal. At the same time, we don’t want to come across as salesy or biased ourselves. Although unhappy buyers are good for business, it’s not something we’d prefer to count on. Helping people avoid the potential burden altogether is far more rewarding.
Psychological Sales Practices of Timeshares.
We decided to split up this topic because the last two phases of the sales cycle rely on the customer’s experience throughout the presentation. If trust isn’t gained or attendees aren’t buying what’s spewed, it’s difficult for salespeople to wear them down and control the close. Either way, it’s not impossible.
Just know, it’s hard for most to say “no” when they’re in the moment. The longer you stay, the more the sales psychology will wear you down. So be mindful of these things if a timeshare environment has you feeling like a hostage. At the end of the article, we’ll share some tips that’ll provide you with clarity in these situations.
5. How Timeshares Look to “Control the Close”
Timeshare prospects that aren’t enchanted by the “excitement of the room” are usually pulled into separate spaces for a more private “song and dance”. This gives sales teams a better opportunity to direct your psyche while eliminating outside influence. The best salespeople are sent in to psychologically persuade you to change your mind.
Observation is a big part of this tactic, but isolation is the primary maneuver. For the most part, people in these situations are forced to listen to a sales rep’s commission breath for 4-6 hours. Even when attendees repeatedly tell them ‘no’ (like Edwin and Maria did), a line of “managers” normally wait outside to position a better proposal.
Consumer Targets Are Nothing More Than a Number.
Sales organizations are driven by challenges; especially when the payout is handsome. For this reason, many eagerly wait for their opportunity to close the deal. They’ll do or say anything to make the “deal” seem affordable and essential. The questions and observations made throughout the day help them sell in confidence. But their goal isn’t to “hook you up”, rather control the close.
Once an unbelievable monthly payment plan is shoved in the consumer’s face (true or not), things can change. Some turn their hard ‘no’ into a maybe while others do a complete 180. Isolating people to work on their weak spots is nothing more than an unfair interrogation. The difference is, the psychological sales practices of timeshares convince people they’re guilty of wanting a timeshare.
How Are Timeshare Prospects Manipulated In Isolation?
Some say things like: “You said you worked so much that your marriage is suffering and this can save it.” If you don’t buy that, they might simply tell you, “Your wife deserves better.” If you have kids, they might ask, “Don’t you want to be good parents? Your children deserve at least one trip per year.”
There’s even the optimistic approach: “You might get that job promotion you were talking about. If so, affordability won’t even be an issue for you.” Some buyers have even been told they could “pull out a loan from their house to pay it off in full” to make it even more affordable.
The unrelenting angles never seem to end. There’s a reason why timeshares go about controlling the close in this way. Whether people sign the dotted line because they believe in the product or it’s the only way out of the isolated room, the timeshare wins. Matter of fact, so do the sales teams – and a ‘license to lie clause’ protects them.
6. The Sales Process Is Meant to Exhaust You.
The last of the psychological sales practices of timeshares has to do with exhaustion. When people are forced to endure something against their will, they’ll normally do or say just about anything to get out of it. For those that aren’t initially hooked by all of the bait cast out of a timeshare presentation, further techniques to wear you down are initiated.
This is the stage where unwavering prospects are usually introduced to new sales “managers” that are ready to “make a deal”. Most will appear to be on your side as if the former representative wasn’t doing his or her job. Every additional “No” summons the next level of management and an even “sweeter” deal.
Wearing You Down Is An Intentional Process.
Eventually so much time passes that you become fatigued, hungry, irritable and irrational. You start thinking “we should just get up and leave.” But you can’t because you haven’t received your gift yet. You know, the free prize that was offered to you in exchange for 90 minutes of your time. No matter how many times a representative exits the room, promising to get the person who handles the gift assigning, they never seem to show up.
This is meant to wear you down. With each new face you meet, increments of time continue passing, adding to your frustration. Sadly, a third of attendees cave because they just aren’t thinking straight. Like we mentioned before, sticking around allows the presentation to get to them one way or another.
Wearing You Down Is An Intentional Process.
Once under contract, it doesn’t matter to the resort how it happened. Whether the target is bewitched by affordability, lavish vacations or an ability to quickly cancel during a trial period; the psychological sales practices of timeshares are exhausting and extremely effective. But just remember, you have the power to leave whenever you wish. Don’t let the aggressive nature of the sale deteriorate your common sense and freedoms.
Questions to Ask & Tips to Avoid Tempting Offers.
Are you looking for a few ways to challenge timeshare offers and make sure you’re getting a good deal? Well, you’ve come to the right place. At the end of the day, knowledge is power. Knowing how to question sales organizations can provide you with a lot of certainty. So before you believe anything you’re told, consider asking the following:
- How are you better than competitor resorts or retail travel?
- Where do you see the product in 5 years? Are you personally invested?
- How are maintenance fees calculated and can they increase?
- What is the liability for owners and how are special assessments calculated?
- How are point values calculated and how does it impact availability?
- What is the resale value of the product in today’s market? Do you have proof?
- Is the purchase a right to use interest or perpetually deeded interest?
- If your lifestyle changes, does the resort take back the vacation interest?
- What are the benefits of being an owner vs booking the resort though an online retailer?
- If financed, what is the total amount of interest being paid at maturity?
Feel free to screen shot this and share it with anyone you know that’s thinking about sitting through the psychological sales practices of timeshares.
You Can Contend With Psychological Timeshare Practices.
You may find that your timeshare salesperson is not going to want to answer any of these questions. In fact, they might even ask you to leave if you press them hard enough. In short, you should be able to tell a lot about a person by the way they personally respond to the product. If a sales rep doesn’t see a future with the company or what life looks like in 5 years, then why trust them?
Simple tactics like this can easily combat the complicated psychological sales practices of timeshares. Today, there are an excess of sales pitches everywhere you go. While a level of discernment is essential, resources you can trust are invaluable. At VOC, we’re eager to earn yours. If you’ve got an unhealthy timeshare you’d like to discuss, one of our consultants is only a phone call away.