Nerves --by Michael S. Finn Don't get nervous, this is supposed to happen. Every industry or economy has to find its proper level. We have had double digit growth annually for over a decade now. That is staggering, by any standards. With success comes emulation and some companies may not have been ready for it. They say water always finds its own level and with our tidal wave, we were due. This does not mean the industry is in trouble, it just means that solid performers will continue to grow and the pretenders will either become solid or dissolve. I hope there has been enough time to heal some of the wounds that were left by Sunterra's downward spiral. I know many talented people who worked for Sunterra and most, if not all of them, have landed on their feet. Normally they have found similar positions with good companies around the country and are probably armed with a little more experience to help their companies and our industry grow. I know this may sound like a eulogy and it should not, because Sunterra is still alive. Much smaller, but still alive. Yet for all intents and purposes the Sunterra of 1998, that had more resorts and inventory than any other timeshare company, is gone. And I am hoping, as many of you are, that something positive comes out of it. Other Industries have gone through similar growing pains and have survived, learned from it and grown stronger. Most recently look at the "dot com" companies. When eBay started at $20 and climbed to over $300 per share, every person with a web page in 1998 thought they would be next. So, pitifully under-collateralized IPOs were surfacing on Wall Street-- some folding before the IPO was completed. This does not mean that "dot com" companies are not credible; the strong and the smart players not only survive but grow. If that is too fresh for you, go to the auto industry. When Henry Ford rolled out his Model T, Duesenberg and others tried to ride the wave. Although the Duesenberg was a wonderful car, I have not seen their 2001 models (or there 1938's for that matter). These things happen in almost every industry, yet if the product has merit it grows despite the setbacks. If you notice, the key to success is the credibility and usefulness of the product. And we have both in the timeshare industry. On top of that we have some of best sales teams in the world. If you question that ask other industry's sales teams to sell their product on essentially a cold call in 2-3 hours. Anyway back to my point. With the help of early pioneers, innovative sales people and hospitality brands, we have a useful and credible product. If there was ever a question of that, Marriott, Hyatt, Hilton and Disney stepped in to answer. Now we need to learn from our setbacks and go forward and grow.

More Finn | Home Michael S. Finn, RRP, writes an insightful bi-weekly column regarding issues of ethical and profitable sales & marketing. Read his bio here Email: Michaelsfinn@aol.com Published on Mondays.

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